Toronto Star

Toronto Star

March 05, 2008 15:17 ET

Star Remains Canada's Most-Read Newspaper

2007 NADbank results show Star's unrivalled lead over Toronto competitors

TORONTO, ONTARIO--(Marketwire - March 5, 2008) - The Toronto Star maintained its dominant lead over all Toronto newspapers in the number of readers on a daily and weekly basis in 2007, according to the latest newspaper readership study released today by the Newspaper Audience Databank (NADbank).

The results also confirm that the Toronto Star remains the most read newspaper in Canada with 2.9 million readers on a weekly basis and that its website, thestar.com, is the number one newspaper website destination in the Greater Toronto Area.

In the Greater Toronto Area, the Toronto Star strengthened its lead over the Toronto Sun, which had been its closest competitor, by more than 30,000 readers on the key weekday readership measures. The Toronto Star reaches an average of 952,800 readers a day, compared to 424,100 readers for the Toronto Sun. Metro Toronto, the free daily newspaper in which the Star has a business interest, has surpassed the Toronto Sun and is now the number two paper in Toronto, with 434,600 readers.

Also, the Saturday Star has by far the largest readership in the Greater Toronto Area, with 1,225,000 million readers, which is more readers than the Saturday editions of the Sun, Globe and Mail and National Post combined.

In addition, the survey results indicate the Toronto Star is gaining online readers, with more than 545,000 weekly visitors, an increase of 5.4 per cent over the previous year.

Together, the Star and thestar.com reach almost 50 per cent of Toronto adults each week.

Overall, the Star's readership was down 3 per cent in 2007. "Given our recent investments in the newspaper, including a major redesign that makes it easier to read and handle, and given the positive response by readers to those investments, we are surprised by this result," said Jagoda Pike, Publisher, Toronto Star. "But given the readership declines seen in most large Canadian markets, the Star is more than holding its own.

"In particular, we are pleased the Toronto Star has maintained its strong leadership position in the Greater Toronto Area market, especially among many key readership groups," Pike added.

For example, the Toronto Star added more readers with household incomes greater than $100,000 than any other Toronto newspaper in 2007. In this category, the Star attracts more readers every day of the week in the Toronto area than the Globe and Mail and National Post combined. At the same time, the Toronto Star has significantly more women readers than any other newspaper in the Greater Toronto Area.

About the Toronto Star and thestar.com

The Toronto Star, founded in 1892, is read in print and online (thestar.com) by 2.9 million readers. The Toronto Star is a division of Star Media Group, which includes Toronto.com, Torstar Syndication Services, Shop TV, Eye Weekly, Sway Magazine, Real Estate News, Desi Life and The Canadian Immigrant. Star Media Group also includes the jointly owned Metro free daily newspapers in Toronto, Ottawa, Vancouver, Calgary and Edmonton, the Chinese language newspaper Sing Tao, and LiveDeal.ca. Star Media Group is a division of Toronto Star Newspapers Limited, which is a subsidiary of Torstar Corporation.

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