Toronto Star

Toronto Star

March 30, 2010 12:32 ET

Toronto Star Readership Rises in New Survey

PMB 2010 Spring Survey shows more than 1 million adults read Canada’s largest newspaper every weekday

TORONTO, ONTARIO--(Marketwire - March 30, 2010) - The Toronto Star, Canada's largest newspaper, is now read by more than 1 million adults every weekday in the Greater Toronto Area, according to the latest print readership survey released today by the Print Measurement Bureau (PMB).

The survey, which measures readership of 113 publications across Canada, indicated an average of 1,005,000 adults in the Greater Toronto Area (GTA) read the weekday Star, an increase of 3.4 per cent over a similar study released in the fall of 2009. The latest results show that more than 50 per cent of all adult newspaper readers in the GTA are reading the Toronto Star during the week.

The PMB survey comes just two weeks after the release of a readership study by the Newspaper Audience Databank (NADbank) that indicated the Toronto Star has strengthened its position as the most-read newspaper in the Greater Toronto Area. The NADbank survey of 2009 readership showed an increase of 4.4 per cent in the average number of adults in the GTA who read the weekday Star.

"These two important surveys are proof that our commitment to quality journalism and our desire to meet the needs of our readers and our advertisers has improved our position as the newspaper leader in the GTA," said John Cruickshank, Publisher of the Toronto Star. "These strong and growing readership results are signs that our editorial content connects with and is truly relevant for readers of all ages," he added.

The PMB results released today also showed that readership of the Saturday Star stood at 1.2 million readers, virtually the same as the NADbank survey, which indicated that on Saturday the Star reaches 1.22 million readers in the GTA.

According to the PMB survey, the cumulative 7-day readership of the Star rose by 2.3 per cent over the previous survey release last fall.

The first national PMB study was conducted in 1973. It uses an annual sample of 24,000 Canadians to measure the readership of 113 publications. Data are collected from a two-stage interview process, with a personal, in-home interview followed by a leave-behind questionnaire. The study uses a two-year rolling sample.

About the Toronto Star and thestar.com

The Toronto Star, founded in 1892, is read in print and online (thestar.com) by 3.0 million readers. The Toronto Star is a division of Star Media Group, which includes Toronto.com, Torstar Syndication Services, Eye Weekly, Sway Magazine, 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