Print & Online readership

Research from the Canadian Newspaper Association (CNA) shows that Canadians engage with both traditional and online newspapers.

While the media landscape is changing, readership is not moving to online. In fact, Canadians have embraced both digital and traditional versions of the newspaper. Their study found:

Newspapers

  • Almost half of Canadian adults, read a daily newspaper on an average weekday.
  • Daily newspapers are read by 3 out 4 adults each week.
  • Readership of print daily newspapers has been stable over the past 5 years. In Australia, readership has also been stable over the last 10 years.
  • Readers spend 46 minutes with their daily newspaper, up from 44 minutes in 1999; and they spend 224 minutes a week with their daily.
  • Community newspapers are read by 74% of Canadians each week.
  • Advertising in newspaper is welcomed – more Canadians indicate they prefer the newspapers with ads/wouldn’t be same without the ads, when compared to other media where ads are not welcomed.
  • Consumers are more absorbed in newspapers than any other media - as they’re more attentive and more involved in reading. This view is corroborated by Newspapers Today, which found Australians actively consume newspapers through effort and selection. 
  • Advertising in newspapers is trusted more than any other medium. This view is also echoed in our own study, Newspapers Today.


Newspaper websites

  • 19% of adults read an online newspaper in the past week – this has grown from 10% in 2001.
  • More than 75% of online readers also read a print newspaper.
  • Visits spend 115 minutes weekly reading newspaper sites.
  • Almost half of consumers would take action after seeing ad on a local newspaper website – scoring higher than local TV sites (44%), magazine (42%), user review (39%) and portals (37%).


The Newspaper Works will be releasing our own research about the relationship consumers have with newspapers and their website in the upcoming months.

Source: Canadian Newspaper Association: Newspapers - Welcome in more homes than you will ever be.