Canadian Magazine Industry News
14 October 2010, CANADA
PMB fall report shows print readership steady
The Print Measurement Bureau's Fall report, which analyzed 110 magazines for a period of 24 months shows average readership across all magazines remains stable at 1.02 million, down slightly from 1.04 million in the spring.
The average number of readers per copy also remained relatively unchanged, coming in at 4.9 versus 5 in Spring 2010.
Reader's Digest and Canadian Living remain in the number one and two spots for total readership. Canadian Living increased slightly over last fall, while Reader's Digest slipped in its numbers.
Qu’est-ce qui mijote and Coup du Pouce remain the top two titles in French overall readership, although both dipped from Fall 2009 numbers.
Canadian Health remains tops in English readers per copy, with 32.0. People takes over the number two spot with 20.6. The U.S.-based magazine overtakes Transcontinental-published The Hockey News, which saw its readers per copy slip from 21.4 in Fall 2009 to 19.8 with this report.
The average number of minutes spent reading magazines remains stable at 41.3 minutes with this report, as does the average level of interest reported in reading the publications, 6.8 on a scale of 10.
PMB began reporting twice a year in the spring and fall of 2009 following industry demand for the availability of more current data. The latest results are based on personal interviews with 24,000 Canadians over the age of 12, with the final interviews taking place in mid-2010.
Zoomer Magazine and Hello! Canada were both added to the PMB fieldwork in 2009.
Top 10 English-language magazines (total readership)
Top 10 English-language magazines (readers per copy)
Top 10 French-language magazines (total readership)
Top 10 French-language magazines (readers per copy)
The average number of readers per copy also remained relatively unchanged, coming in at 4.9 versus 5 in Spring 2010.
Reader's Digest and Canadian Living remain in the number one and two spots for total readership. Canadian Living increased slightly over last fall, while Reader's Digest slipped in its numbers.
Qu’est-ce qui mijote and Coup du Pouce remain the top two titles in French overall readership, although both dipped from Fall 2009 numbers.
Canadian Health remains tops in English readers per copy, with 32.0. People takes over the number two spot with 20.6. The U.S.-based magazine overtakes Transcontinental-published The Hockey News, which saw its readers per copy slip from 21.4 in Fall 2009 to 19.8 with this report.
The average number of minutes spent reading magazines remains stable at 41.3 minutes with this report, as does the average level of interest reported in reading the publications, 6.8 on a scale of 10.
PMB began reporting twice a year in the spring and fall of 2009 following industry demand for the availability of more current data. The latest results are based on personal interviews with 24,000 Canadians over the age of 12, with the final interviews taking place in mid-2010.
Zoomer Magazine and Hello! Canada were both added to the PMB fieldwork in 2009.
Top 10 English-language magazines (total readership)
Title | PMB Fall 2010 | PMB Fall 2009 |
Reader's Digest | 5.969 million | 6.423 million |
Canadian Living | 3.976 million | 3.800 million |
what's cooking | 3.528 million | 3.581 million |
People | 3.480 million | 3.423 million |
Chatelaine | 3.423 million | 3.549 million |
Canadian Geographic | 3.384 million | 3.458 million |
Maclean's | 2.378 million | 2.341 million |
CAA Magazine | 2.376 million | 2.306 million |
Canadian House & Home | 2.334 million | 2.357 million |
Food & Drink | 2.248 million | 2.180 million |
Top 10 English-language magazines (readers per copy)
Title | PMB Fall 2010 | PMB Fall 2009 |
Canadian Health | 32.0 | 31.5 |
People | 20.6 | 19.9 |
The Hockey News | 19.8 | 21.4 |
Outdoor Canada | 16.2 | 16.8 |
Canadian Geographic | 16.1 | 16.4 |
Canadian Gardening | 13.7 | 12.5 |
Canadian Business | 12.8 | 11.7 |
FASHION Magazine | 12.3 | 12.5 |
Cottage Life | 11.4 | 13.1 |
ELLE Canada | 11.4 | 12.1 |
Top 10 French-language magazines (total readership)
Title | PMB Fall 2010 | PMB Fall 2009 |
Qu’est-ce qui mijote | 1.298 million | 1.382 million |
Coup de pouce | 1.225 million | 1.236 million |
Touring (French and English) | 1.109 million | 1.139 million |
Chatelaine (Fr) | 1.014 million | 938,000 |
Sélection du Reader’s Digest | 990, 000 | 1.073 million |
7 jours | 891, 000 | 903,000 |
L’actualité | 865,000 | 887,000 |
ELLE Québec | 787,000 | 743,000 |
Clin d’oeil | 702,000 | 614,000 |
Les Idées de ma maison | 679,000 | 711,000 |
Top 10 French-language magazines (readers per copy)
Title | PMB Fall 2010 | PMB Fall 2009 |
Derniére Heure | 16.3 | 16.2 |
Rénovation Bricolage | 14.3 | 15.9 |
Le Lundi | 14.2 | 16.2 |
Star Systéme | 11.0 | 10.1 |
Star Inc. | 10.7 | 12.1 |
7 jours | 9.9 | 9.5 |
Les Idées de ma maison | 9.8 | 9.7 |
Clin d’oeil | 9.5 | 8.1 |
Tout Simplement Clodine | 9.4 | 10.1 |
Summum | 8.8 | 9.2 |
PMB 2005 | PMB 2007 | PMB Fall 2009 | PMB Fall 2010 | |
Average time spent reading (minutes) | 40.4 | 40.9 | 41.3 | 40.6 |
Average degree of interest (1-10 scale) | 6.7 | 6.7 | 6.8 | 6.8 |
— Val Maloney
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