Friday, October 25, 2013

PMB data shows 5-year average Canadian magazine readership steady at a million






The Print Measurement Bureau reports that over the past 5 years, average readership of 90 printed magazines in Canada has held steady at or slightly above 1 million. And since 2009 the average number of readers-per-copy, now at about 5.3, has actually increased by 10%. 

Perhaps of most interest is that readers are maintaining a consistent level of time spent with an issue (41 minutes) and their degree of interest in what they read (6.9 on a 10-point scale). 

The data released shows that the top 10 titles in terms of total readership were:
Readership Fall 2013  ('000s)
Reader's Digest
     5,025
Canadian Living
      3,817
Canadian Geographic
     3,650
what's cooking
      3,635
People
      3,140
Chatelaine
     3,007
Cineplex Magazine
      2,888
CAA Magazine
     2,647
FOOD & DRINK
      2,369
Canadian Health & Lifestyle
      2,346

And in terms of RPC (a measurement of efficiency in delivering audience):
Readers-per-copy Fall 2013
Canada's History
25.4
The Hockey News 
23.0
Outdoor Canada
22.1
Dernière Heure
21.3
People
21.2
Canadian Geographic
20.1
Canadian Gardening
16.3
Le Lundi
14.3
Cottage Life
14.0
FASHION Magazine
13.3

The full topline readership data is available at the PMB website. 

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2 Comments:

Anonymous Anonymous said...

Just think about this for a second: visualize 13 people passing a used FASHION magazine to eachother to read. Thirteen separate individuals.

7:16 pm  
Anonymous nicholasT said...

How is it possible to believe for one second that a magazine like "Le Lundi" or "Dernière Heure" or "The Hockey News" could have 14 or 23 or 21 readers per copy. What kind of methodology would give numbers such as these? And let's not forget that PMB is subsidized and paid for by magazine publishers. So naturally, all figures and all methodologies will be slanted to show magazines in a good light.
I have always believed that PMB is a crock and have always successfully argued against PMB figures with media buyers and advertisers.

nicholasT

8:05 am  

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