TORONTO, March 23 /CNW/ - National Post dominated Toronto readership
growth in 2006, experiencing a 30% increase in Saturday readership with 50,000
new readers and a 3.5% increase in Monday to Friday readership according to
independent figures released today by Newspaper Audience Databank Inc.
In contrast to the performance of the National Post, the Globe and Mail
experienced declines in its weekday and Saturday readership in the GTA.
In the 6 major markets including the GTA, the National Post showed a 7%
increase in Saturday readership, in comparison with the Globe and Mail which
slipped by almost 5%. Both papers experienced modest decline in Monday-Friday
The National Post has made major gains in the upper personal and
household income groups in the GTA region. The largest gains occurred in
Saturday readership, with 52% and 47% increases respectively in the $75,000+
and $100,000+ Personal Income groups and 42% and 40% growth respectively in
the $75,000+ and $100,000+ Household Income groups.
Monday - Friday readership in the Personal Income category showed an
increase of 48% in the coveted $100,000+ group, and 43% in the $75,000+ group.
Also of particular note, National Post experienced significant growth in
the highly desirable 35-49 age demographic with a 104% increase on Saturdays
and a 54% increase Monday-Friday.
In Toronto, Globe and Mail continues to suffer erosion in key demographic
areas, including the sought-after high income earning households and the
25-49 year old age demographic. Additionally, daily commuter papers reported
Commenting on the National Post's performance, Douglas Kelly, Editor in
Chief, National Post said: "These increases reflect our efforts to create a
unique newspaper rich with news that matters to Canadians, features that tell
compelling stories and commentary that challenges conventional wisdom,
together with our award-winning design. As we further enrich the Post, we will
continue to reach a targeted and desired readership."
"The National Post's positive momentum is a result of a long-term
strategy to focus on increasing our readership in the highly desirable
demographics that advertisers seek," said Mark Spencer, Vice President of
Known for its irreverent and insightful reporting and commentary, stylish
appearance and sense of humor, National Post continues to attract a growing
and influential base of readers.
About National Post
The National Post is owned by CanWest MediaWorks Inc., a wholly-owned
subsidiary of CanWest Global Communications Corp, (CanWest) (NYSE: CWG;
TSX: CGS and CGS.A, www.canwestglobal.com). CanWest, an international media
company, is Canada's largest media company. In addition to owning the Global
Television network, CanWest is Canada's largest publisher of daily newspapers,
and also owns, operates and/or holds substantial interests in conventional
television, out-of-home advertising, specialty cable channels, Web sites and
radio networks in Canada, New Zealand, Australia, Singapore, Turkey, the
United States and the United Kingdom.
For further information:
For further information: Tammy Bender, CanWest MediaWorks, (416)