NADbank, the company that measures newspaper readership through audience surveys, came out with its latest report recently, which on the surface doesn’t show much to write home about. Overall, the Journal de Montréal is still the most read newspaper in the metro area with 1.17 million readers, or 1.25 million if you include digital. (Quebecor has its press release crowing about this with some cherry-picked numbers, as well as some slides comparing its demographics with La Presse.)
But reading a bit deeper into the numbers and we see some interesting facts popping up.
La Presse has two and a half times the Journal’s digital readership. Two major changes explain this. First is La Presse+, the iPad app launched last year that’s the new flagship product for that company. But even with all the hype, the data shows only a 3% increase in the number of people reporting they read La Presse in a digital format in 2013. The bigger factor is a 9% drop in the Journal de Montréal’s digital readership, which is probably explained mainly by the setup of a paywall in September 2012.
Métro has more weekly print readers than La Presse. Even though La Presse’s print readership is up by 5%, Métro’s up by twice that, and can now claim to be the #2 most read newspaper in Montreal. (It already claims to be the #1 paper on the island.) Métro has 903,900 print readers a week compared to La Presse’s 879,200. And that’s with Métro putting out one fewer edition a week. But La Presse has 28% more people reporting they read that newspaper “yesterday” (i.e. the day before the survey was taken), meaning La Presse’s readership is more loyal and more interested than Métro’s.
24 Heures shows double-digit gains in print readers. Compared to 2012, 24 Heures had a great year, at least in print (and it doesn’t hesitate to tell people that). The number of people reporting having read the paper the day before shot up 25%, from 252,900 to 317,300. Weekly, the paper is up 15.5%. But three years after 24 Heures wrestled away the right to distribute its paper exclusively in the metro system, it still hasn’t managed to beat Métro in readership. Métro now has 10% more readers than 24 Heures though, and that margin is smaller than it used to be. And 24 Heures is now effectively tied with La Presse in terms of print readers on weekdays (it reports to be slightly ahead, while NADbank’s numbers report it slightly behind).
Several papers are showing double-digit drops in digital readership. Whether it’s paywalls or disinterest or something else, there’s a lot fewer people reading newspapers online. Overall, the market showed an 8% drop in weekly digital readership, while print gained 2%. Other major markets showed little change in digital readership. Here, the smaller papers took the biggest hit. 24 Heures’s digital readership is down 21%, the Globe and Mail’s is down 19%, and the National Post’s is down 18%.
As for The Gazette, the numbers put out by NADbank show modest drops across the board, though internally the paper is reporting increases, particularly in digital. Overall, it has 240,000 print readers on an average weekday and 499,000 people read it in either print or digital format every week (which I’m sure I can extrapolate into meaning that half a million people read every article I publish in that paper).
For the full numbers for each paper, you can read this chart from NADbank. The chart below shows the difference between those numbers and the previous year’s.
|Journal de Montréal
|Globe and Mail