NADbank: Journal still reigns as print falls and online grows

NADbank, the company that surveys newspaper readership, released its 2012 survey results on Wednesday. In general, it shows that online readership of newspapers in Canada is growing as print readership is declining, and that is reflected in the numbers for the Montreal market.

Comparing last year’s numbers to this year’s for the Montreal market, there isn’t much change. The Journal de Montréal is still tops in most categories, with La Presse behind it. And Metro still beats 24 Heures in print and online, despite the fact that 24 Heures is distributed in the metro system.

I’ve compiled the numbers into a chart below. Red shows declines in real numbers, green shows gains. Bolded numbers are where there has been a change in rank. In the first case, it shows that for average combined print and online readership on weekdays, The Gazette has gone back ahead of 24 Heures after slipping behind it last year.

The huge gains online have also shaken things up. The Journal de Montréal more than doubled its online readership in a year, bringing it ahead of The Gazette for second place (though still only about a half of La Presse), and Metro has climbed ahead of the National Post for 5th place behind the Globe and Mail.

Overall, weekday print readership has continued to decline, with four of the five local dailies showing double-digit declines. Saturday was especially bad, with declines ranging from 11% for La Presse to 31% for the National Post. But thanks to the gains in online, every paper has a larger weekly reach than it did a year ago (except The Gazette, which is exactly the same), so everyone can claim gains here.

You’ll notice that Le Devoir is not included in this chart because its numbers weren’t published by NADbank. According to the Journal de Montréal, Le Devoir had a total weekly audience of 226,900, which puts it last among the local dailies.

Newspaper readership in Montreal

Paper Any paper The Gazette Journal de Montréal La Presse Metro 24 Heures Globe and Mail National Post
Avg. weekday print 2011 1,484,100 283,300 (5th) 597,900 (1st) 436,500 (2nd) 349,700 (3rd) 312,300 (4th) 40,900* (6th) 28,200* (7th)
Avg. weekday print 2012 1,381,600 (-7%) 239,300 (-16%) 532,400 (-11%) 438,100 (+0.4%) 311,400 (-11%) 252,900 (-19%) 35,400 (-13%) 29,700 (+5%)
Avg. weekday print/digital 2011 1,594,200 308,700 (5th) 617,500 (1st) 525,600 (2nd) 352,900 (3rd) 316,800 (4th) 64,600 (6th) 31,200* (7th)
Avg. weekday print/digital 2012 1,742,900 (+9%) 298,300 (-3%) (up to 4th) 612,800 (-1%) 689,800 (+31%) 325,900 (-8%) 263,400 (-17%) (drops to 5th) 80,300 (+24%) 57,500 (+84%)
At least one weekday 2011 2,163,900 464,200 (5th) 1,077,700 (1st) 722,100 (3rd) 789,700 (2nd) 637,000 (4th) 122,000 (6th) 78,700 (7th)
At least one weekday 2012 2,124,400 (-2%) 439,900 (-5%) 1,085,400 (+0.7%) 761,200 (+5%) 812,900 (+3%) 652,800 (+2%) 108,800 (-11%) 73,600 (-6%)
Saturday print 2011 1,362,700 318,900 (3rd) 617,300 (1st) 552,400 (2nd) N/A N/A 50,200 (4th) 37,200 (5th)
Saturday print 2012 1,164,500 (-15%) 268,300 (-16%) 513,400 (-17%) 489,300 (-11%) N/A N/A 40,200 (-20%) 25,500 (-31%)
Sunday print 2011 407,900 N/A 407,900 N/A N/A N/A N/A N/A
Sunday print 2012 372,600 (-9%) N/A 372,600 (-9%) N/A N/A N/A N/A N/A
Print at least once a week 2011 2,266,400 498,000 (5th) 1,163,800 (1st) 820,100 (2nd) 789,700 (3rd) 637,000 (4th) 132,200 (6th) 84,900 (7th)
Print at least once a week 2012 2,220,500 (-2%) 465,900 (-6%) 1,164,300 (+0.04%) 834,900 (+2%) 812,900 (+3%) 652,800 (+2%) 122,700 (-7%) 77,900 (-8%)
Web at least once a week 2011 578,800 144,000 (2nd) 111,500 (3rd) 293,800 (1st) 36,300* (6th) 35,200* (7th) 78,500 (4th) 50,200 (5th)
Web/digital at least once a week 2012 1,155,600 (+100%) 177,500 (+23%) (drops to 3rd) 252,700 (+127%) (up to 2nd) 553,000 (+88%) 67,600 (+86%) (up to 5th) 50,100 (+42%) 98,200 (+25%) 61,600 (+23%) (drops to 6th)
Print or web average week 2011 2,370,800 554,800 (5th) 1,188,300 (1st) 941,200 (2nd) 796,600 (3rd) 648,200 (4th) 186,600 (6th) 117,200 (7th)
Print or web average week 2012 2,505,200 (+6%) 554,800 (unch.) 1,276,600 (+7%) 1,104,700 (+17%) 844,000 (+6%) 674,800 (+4%) 207,300 (+11%) 128,900 (+10%)

* Small sample size

We’re all number one!

And the self-congratulatory press releases/stories:

One thought on “NADbank: Journal still reigns as print falls and online grows

  1. Syd

    Happy to be one of 16% that has left ya this year. The Gazette. A crappy newspaper getting yet, even crappier. […] The paper really has gone way downhill on his watch. [Ed: This comment has been edited to remove a personal attack. Feel free to criticize my employer, but please don’t call people names. Thanks.]

    Reply

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