The Globe and Mail reaches nearly seven million total readers across print and digital platforms as online offerings help put newspaper content in front of more Canadians, according to new data released Thursday.
Vividata, an organization that merges two previous audience-measurement authorities, NADbank and Print Measurement Bureau (PMB), launched its first results, providing a single source that measures the reach of 78 newspapers and 80 magazines in 50 markets.
The merged company, built over 18 months, will release rolling 12-month data four times each year using new methodology designed to better capture the Canadian audience, including younger readers.
"Our insight will be based on current data, shared more frequently than ever before," said Phillip Crawley, publisher of The Globe and a Vividata board member, in a statement. "Now we have a good story, based on credible data, that we can tell with conviction."
The Globe's total print and digital readership, including Report on Business Magazine, is 6.95 million. The Globe's weekly newspaper readership, in print and online, is 6.58 million. The Toronto Star's combined weekly readership is 5.71 million, followed by the National Post at 4.2 million. The seven free English-language Metro dailies attract a combined 4.71 million readers each week, while La Presse leads all French-language titles with 3.17 million, barely edging out Le Journal de Montreal at 3.16 million.
Among magazines, Reader's Digest has the widest reach at 4.84 million readers, followed by Cineplex Magazine and Canadian Living. People, Canadian Geographic, Chatelaine and Maclean's also cracked the top 10 titles. Report on Business Magazine was the most-read among business titles.
Overall, newspapers now reach 56 per cent of Canadian adults on a single-day basis, up from 50 per cent five years ago despite a drop in print reach. Magazines held steady, read by nearly 75 per cent of Canadians.
But online readership is growing fast as 26 per cent of daily newspaper readers only read digitally, and 70 per cent of digital readers use a mobile device to access content in newspapers or magazines.