La Presse continues to be the most-read newspaper overall in Montreal even though most of its readers don’t read it on paper, the latest readership data shows.
Results were released Thursday by Vividata, which was formed by the merger of NADbank and the Print Measurement Bureau. It determines readership of newspapers and magazines by public surveys.
The top-line data from the latest survey shows La Presse has an average daily (Monday to Friday) audience just above 1 million, who read it either in print form or online.
As we saw previously with NADbank numbers, the Journal de Montréal has more readers in print than La Presse (530,000 vs. 429,000), but the latter makes up for this by having almost twice as many digital readers (858,000 vs. 473,000).
If you compare La Presse to other newspapers, you also see that few of them have anywhere near the kind of relative success that La Presse does on digital. It has exactly twice as many digital readers as print, while most other daily newspapers in Canada have fewer digital readers than print or only slightly more. The only others with a 2:1 ratio like this are the national newspapers (the Globe and Mail and National Post) and Le Devoir (whose print readership is very low).
La Presse is now third in print readership, falling below Métro and just slightly ahead of 24 Heures on the average weekday. The Montreal Gazette is fifth overall and in print, followed by Le Devoir, though the latter has a higher online readership than the Gazette.
Data for magazines is published here. Reader’s Digest remains the most read magazine in the country according to this measurement.