Free Press dominant in survey
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Hey there, time traveller!
This article was published 23/04/2015 (3997 days ago), so information in it may no longer be current.
The Winnipeg Free Press print and digital editions have greater market penetration in its market than any other paper in the country relative to their metropolitan markets.
According to the latest survey by Newspaper Audience Databank Inc. (NADbank), Free Press readership accounts for almost three-quarters of the total daily print and digital newspaper audience in the Winnipeg area.
The latest survey shows the Free Press has a daily Monday-to-Friday print/digital audience of 257,500, compared with 114,800 for the Winnipeg Sun and 86,000 for Metro.
The Free Press tops the NADbank survey in a number of metrics.
The Free Press print and digital editions reach 66 per cent of Winnipeg adults every week, a full 10 percentage points higher than its closest competitor, Le Journal de Québec, at 56 per cent. That number has stayed virtually unchanged since 2012.
“What it says to us is that our audience remains strong,” said Free Press publisher Bob Cox. “More of them are online but they are as solid as ever.”
The paper is tied for the lead (with the Hamilton Spectator) in reaching the greatest percentage of adults every weekday in its census metropolitan area (CMA) with its print edition at 32 per cent. By comparison, the Edmonton Journal reaches 20 per cent, the Toronto Star 16 per cent and the Vancouver Province 13 per cent.
The Free Press also leads the nation with its print and digital editions reaching 41 per cent of adults every weekday. By comparison, the Hamilton Spectator reaches 35 per cent, the Calgary Herald 27 per cent, Ottawa Citizen 23 per cent, the Toronto Star 22 per cent and the National Post seven per cent.
The Free Press captures 73.7 per cent of the total Winnipeg CMA daily newspaper audience, including print and digital.
By comparison, the Edmonton Journal has 58 per cent of its market, the Calgary Herald has 58.4 per cent, the Montreal Gazette has 18.8 per cent, the Ottawa Citizen has 48.3 per cent, the Vancouver Sun has 43.8 per cent, the Vancouver Province has 37.6 per cent. Even the Toronto Star captures only 49.7 per cent of the audience in the Toronto area.