WORLD PRESS TRENDS - World Association of Newspapers

CANADA
Commentary – CNA
There are currently 102 daily newspapers in Canada, two less
than in 2001, and four less than in 1999. The Saint John Times-
Globe ceased publishing in November, 2001. The Cambridge Daily
Reporter publishes only on a weekly-basis now, down from a
six-day publishing week in 2001. The Guelph Mercury now
publishes six days a week, Monday to Saturday, down from a
seven-day publishing week in 2001. The Lindsay Post increased
its publishing cycle to six-days, Monday to Saturday, from a
five-day Tuesday to Saturday cycle in 2001.
Newspaper ownership changes stirred once again toward the
end of 2001, followed by calm until the middle of July 2002. In
November 2001, Thomson Corporation sold the Winnipeg Free
Press and the Brandon Sun to Robert Silver and Ronald Stern,
owners of FP Canadian Newspapers Limited Partnership.
On July 10th 2002, it was announced that CanWest Global
Communications Corp. entered into an agreement with G.T. C.
Transcontinental Group Ltd for the sale of 12 newspapers, 10
of them dailies. Eight of the dailies are in the Atlantic provinces
and two are in Saskatchewan. The transaction is expected to
POPULATION
close by mid-August.
Total circulation levels declined in 2002 by 3.5% over an average
day to reach 5,004,619 copies. Average weekly circulation
dipped by 3.2% to reach 32,623,217 copies. B.C./Yukon were
the only regions to register increases; Ontario suffered the most
losses after posting the highest gains in 2001. The Englishlanguage
dailies suffered average declines of 4%, exacerbated
by the loss of two dailies. The 11 French-language dailies
remained stable, and continued to capture 17% of the total
circulation market. The broadsheet dailies lost 4% circulation.
The tabloids remained relatively stable, dipped by 1%, and still
account for 23% of the total newspaper circulation. The top 10
circulation group lost the most, declining by 5% over the past
year. The number of competitive newspaper markets has
decreased by 1 to 10 in 2002, due to the cessation of the Saint
John Times-Globe. The highly competitive Toronto market
registered the most declines, dipping by 9% after a year of
outstanding growth in 2001. Sherbrooke, Calgary and
Vancouver were the only competitive markets to register any
circulation increases.
Population by age and sex
All individuals (12+) Male Female Households
000 % 000 % 000 % 000
18-24 1,757 12 893 13 864 12 12,038
25-24 2,894 20 1,461 21 1,433 19
35-44 3,373 23 1,688 24 1,686 22
45-54 2,701 18 1,317 19 1,383 18
55-64 1,662 11 823 12 839 11
65+ 2,231 15 935 13 1,296 17
Total 14,618 100 7,117 100 7,501 100
Source: NADbank 2002 Study, ZenithOptimedia
Working population by social class and sex
All adults Male Female
000 % 000 % 000 %
A 259 3 196 5 63 2
B 5,025 66 2,636 66 2,389 66
C 1,174 15 277 7 897 25
D 1,162 15 880 22 282 8
Total 7,620 100 3,989 100 3,631 100
Source: 2002 NADbank Study
A = senior management
B = other management or professionals/other white collar
C = administrative or professional
D = skilled service or skilled labour
Age structure of readership
% of % weekly reach
Age readership within age group
18-24 12.3 83.3
25-34 19.2 79.1
35-49 23.1 81.6
50-54 18.9 83.4
55-64 11.5 82.7
65+ 15.0 80.2
Source: 2002 NADbank Study, Interim Report
Housewives 2001 (co-habiting persons)
Housewives
000
18-24 913
25-34 1,522
35-49 2,452
50-54 582
55-64 797
over 65 960
Total 7,226
Source: 2001 NADbank Study
Note: Survey covers only 57% of households
Household composition
Households
Household occupancy 000 %
1 person 2,065 14
2 people 4,513 31
3 people 2,807 19
4 people 2,972 20
5 or more people 2,260 15
14,617
without children 9,506 65
with children 5,098 35
with children aged 0-6 2,070 14
with children aged 6-11 2,102 14
with children aged 12-17 2,489 17
Total 14,604 100
Source: 2002 NADbank Study, Interim Report
Note: Survey covers only 57% of households
Newspaper reach (%)
Daily Weekly
All adults 18+ 75 82
Men 18+ 80 85
Women 18+ 72 80
MHS 73 79
Source: 2002 NADbank Study, Interim Report
MHS = main household shopper
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003 73