Toronto Star

Toronto Star

September 23, 2009 10:48 ET

Toronto Star Readership Rises in Latest Survey

New NADbank results show Star increases print and online dominance in Greater Toronto Area

TORONTO, ONTARIO--(Marketwire - Sept. 23, 2009) - The Toronto Star has increased its dominance as the most-read newspaper and newspaper website in the Greater Toronto Area, according to the latest newspaper readership study released today by the Newspaper Audience Databank (NADbank).

The NADbank survey, which covered the period from the fall of 2008 to the spring of 2009, indicated that the Star increased its total print and online readership within the Greater Toronto Area by 2.6 per cent and that thestar.com, already the area's most-visited newspaper website, enjoyed the largest increase in readership numbers of all Toronto newspaper websites.

"We are extremely pleased with these results," said John Cruickshank, Publisher of the Toronto Star. "They show that the efforts by everyone at the Star and the star.com to produce a quality newspaper and an informative and lively website are being favourably received by readers of all ages throughout the Greater Toronto Area.

"We also believe that our continued investment and improvements in the newspaper and our website will allow us in the coming weeks and months to respond better to the needs of both our readers and our advertisers."

Cruickshank also noted that the NADbank survey shows that overall readership of newspapers in the Greater Toronto Area has remained relatively steady in the past year. He attributed this to the ability of newspapers to deliver the kind of quality content that consumers want and need. "Clearly, our readers recognize the value of the Star and thestar.com in providing such content, which makes us the preferred source for news and information in the GTA," he said.

"Our ability to connect with readers and online users will continue to distinguish the Star from its competitors," Cruickshank added. "That's why advertisers can feel confident that the choices they make with the Star and thestar.com will continue to deliver significant results for them."

In the NADbank Fall2008/Spring2009 readership survey period, the weekday Star was read by an average of 974,000 readers a day in the GTA. This is an increase of 4.8 per cent over the same period a year earlier. On Saturday, the Star reached 1.16 million readers. This was a drop of 2.0 per cent from a year earlier. According to the survey, the cumulative 7-day readership of the Star was up 0.9 per cent.

The NADbank results also showed that thestar.com grew at a rate of 15.6 per cent between the Fall2008/Spring2009 readership survey period and the same period a year earlier. With 684,200 visitors a week, thestar.com is by far the most popular newspaper website for readers in the Greater Toronto Area.

Together, the Star's print and online reach rose 2.6 per cent, pushing the combined weekly reach to more than 50 per cent of the Greater Toronto Area adult audience.

About the Toronto Star and thestar.com

The Toronto Star, founded in 1892, is read in print and online (thestar.com) by 2.8 million readers. The Toronto Star is a division of Star Media Group, which includes Toronto.com, Torstar Syndication Services, Shop TV, Eye Weekly, Real Estate News and The Canadian Immigrant. Star Media Group also includes the jointly owned Metro free daily newspapers in Toronto, Ottawa, Vancouver, Calgary, Edmonton and Halifax, and the Chinese language newspaper Sing Tao. Star Media Group is a division of Toronto Star Newspapers Limited, which is a subsidiary of Torstar Corporation.

Contact Information

  • Toronto Star
    Bob Hepburn
    Director, Community Relations and Communications
    (416) 869-4947
    bhepburn@thestar.ca