Canadian Magazine Industry News
30 March 2010,     TORONTO
PMB Spring 2010 numbers show steady readership
The latest topline numbers from PMB has magazine readership in Canada remaining steady from the 2009 report. Total readership is reported at 24.262 million versus 24.887 million in the 2009 spring report. 



Reader's Digest continues to have the highest readership with 6.36 million, that is down -3.1% from last year's report. 



Canadian Health also held steady in the most readers per copy, with 33.7. That number is up from last year's reported 30.3 readers per copy of the magazine. 



Qu'est-ce qui mijote remains the French-language magazine with the most readership at 1.372 million. That is down from 1.392 million in 2009. 



Dernière Heure has taken over as the French-language magazine with the most readers per copy, with 16.6. It takes top spot from Le Lundi, which fell to second this year with 16.2 readers per copy.

A total of 99 magazines were measured for the 2010 PMB report. New to reporting this year are Zoomer and Hello! Canada. 



The average time Canadians’ spend reading magazines increased slightly from 2009, from 41.3 to 42.1 minutes.

Canadians’ average degree of interest across all measured titles held steady, at 6.8 on a 10 point scale.

Average total readers per copy is 4.8, down slightly from the 4.9 reported last year.

Here's the trending for RPC going back to 2002:

Year     RPC
2010     4.8
2009     4.9
2008     5.0
2007     5.0
2006     5.5
2005     5.4
2004     5.5
2003     5.1
2002     5.1


Top 10 English-language magazines (total readership)

Title PMB 2010 PMB 2009 +/- change
Reader's Digest 6.360 million 6.564 million -3.1%
Canadian Living 3.979 million 3.959 million .50%
Chatelaine 3.562 million 3.768 million -5.5%
People 3.542 million 3.560 million -.5%
what's cooking 3.541 million 3.705 million -4.4%
Canadian Geographic 3.412 million 3.768 million -9.4%
CAA Magazine 2.386 million 2.305 million 1.5%
Maclean's 2.370 million 2.414 million -2%
Canadian House & Home 2.363 million 2.361 million 0.1%
Food & Drink 2.205 million 2.304 million -4.3%

Top 10 English-language magazines (readers per copy)

Title PMB 2010
PMB 2009
Canadian Health 33.7 30.3
The Hockey News 23.2 22.2
People 21.1 20.7
Outdoor Canada 16.3 16.4
Canadian Geographic 16.2 17.8
Canadian Business 12.8 11.1
FASHION Magazine 12.5 13.3
Canadian Gardening 12.4 12.7
Elle Canada 11.9 12.5
British Columbia Magazine 11.6 13.0


Top 10 French-language magazines (total readership)

Title PMB 2010 PMB 2009 +/- change
qu'est-ce qui mijote 1.372 million 1.392 million -1.4%
Coup de pouce 1.229 million 1.254 million -2.0%
Touring 1.113 million 1.171 million -5.0%
Sélection du Reader's Digest 1.013 million 1.064 million -4.8%
Châtelaine (Fr) .951 million .895 million 5.9%
7 Jours .916 million .984 million -7.0%
L'actualité .831 million .885 million -6.1%
Elle Québec  .764 million .788 million -3.0%
Les Idées de ma maison .682 million .746 million -8.6%
Clin d'oeil .660 million .697 million -5.3%


Top 10 French-language magazines (readers per copy)

Title PMB 2010 PMB 2009
Dernière Heure 16.6 14.8
Le Lundi 16.2 18.3
Rénovation Bricolage 15.5 16.1
Star Inc. 11.6 13.4
Star Système 10.9 10.1
Summum 10.4 9.1
7 Jours 9.7 10.0
Les Idées de ma maison 9.6 10.1
Tout Simplement Clodine 9.3 12.4
Clin d'oeil 8.9 9.1

— Val Maloney
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