Everyday newspapers produce a product that contains a cornucopia of news, features and editorial culled and presented to inform and entertain their readers. Newspapers can be carried easily and read anywhere, at anytime. Reading a newspaper is a personal and engaging activity and over half of Canadian adults read a newspaper every day.

Daily newspapers are the ideal medium for today's time-starved, pick-and-choose consumers. But why should they read? And what do readers want?

News is the number one reason for reading a newspaper. However, consumer choice is the key to newspapers success, as not everyone seeks the same information or the same depth of information. In Canada, local news is the most important feature in a daily newspaper:

  • 73% of adults who read a daily newspaper “usually” read the local news.

  • 63% usually read world news.

  • 59% usually read the provincial and national news.

We know this because our research tells us this. Every year NADbank conducts and publishes new research about Canadian newspaper reading habits and the other media habits and purchasing behaviour of readers. Research is the key to understanding behaviour and planning your newspaper's strategy.

So what does our research tell us about Canadian newspaper readers? Interestingly, women are more interested in local news than men, and the reverse is somewhat true for provincial/national and world news.

The most marked differences in news interest are by age group with interest in all of news “types” increasing with age.

The strength of daily newspapers today is that they produce a variety of content that is valued differently by different readers. Newspaper readers can choose from a wide variety of content, and do.

Sports is the most read content after the news for men, and younger adults, 53% and 42%, respectively, usually read the sports. For women and older adults it is arts and entertainment, 54% and 51%, who usually read these pages.

Other content areas which may not be read as often as the news provide advertisers with a targeted audience. The automotive pages are “usually” read by 20% of adults, of which 81% are male. Interest is highest among younger males; 23% are 18 to 24 years old (index 115).

A different audience is generally found in the Fashion and Lifestyle pages. Twenty-five percent of adults “usually” read this type of content and 79% are females. The age group with the highest interest is older women 50 to 64 years (index 116) and those 65 and older (index 108).

Advertising is an integral part of the newspaper reading experience and consumers rely on their daily newspaper for information on products and services. Consumers looking for information on entertainment turn to their daily newspapers for coverage on movies, concerts, theatre and restaurants. Forty percent of adults rely on newspapers for this information, 15% on the internet, and 10% on television. The same is true for information regarding home entertainment items. In this case, 13% of consumers rely on daily newspapers, and 34% on flyers and inserts, many of which come with daily newspapers.

Daily newspapers are a vital part of today's media landscape. They remain a popular media choice for consumers interested in being informed and entertained. They are a “one to one” medium that allows advertisers to integrate their message within the medium and speak directly to consumers interested in their products and services — daily newspapers are personal and portable for today's pick-and-choose consumer!