Canadian Magazine Industry News
27 September 2011,
PMB fall report highlights steady readership trends
Canadians still love their magazines despite an ever-changing media landscape, showing stable reading habits in the PMB 2011 Fall report on readership, product and brand data.
Readers-per-copy analysis yielded slightly higher numbers than the previous two years at an average 4.93, gaining from 4.81 in 2009 and recovering from last fall's decline to 4.78.
Reader's Digest and Canadian Living held on to the number one and number two spots for total readership. People, Chatelaine, What's Cooking and Canadian Geographic rounded out the top five, while Qu'est-ce qui mijote pulled in the highest overall readership among French publications.
Average minutes spent reading proved strong at 41.9, up from 40.6 in Fall 2010 and 41.3 in Fall 2009.
Younger readers in the 12-24 age demographic read 3.6 PMB-measured publications per month, not far off from the 3.7 national average for all age groups combined.
New this year for the benefit of dual-delivery platform publications is the fusion of PMB data with data on website traffic from comScore Canada. "The media industry in Canada expects PMB to keep pace with the rapidly changing media scene," said new PMB chairman, Kirby Miller, Senior VP at House & Home Media in Toronto.
This fusion of print and online data plus the decision in 2009 to release biannual reports are moves specifically designed to adapt to the changing industry landscape, Miller said.
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)
Readers-per-copy analysis yielded slightly higher numbers than the previous two years at an average 4.93, gaining from 4.81 in 2009 and recovering from last fall's decline to 4.78.
Reader's Digest and Canadian Living held on to the number one and number two spots for total readership. People, Chatelaine, What's Cooking and Canadian Geographic rounded out the top five, while Qu'est-ce qui mijote pulled in the highest overall readership among French publications.
Average minutes spent reading proved strong at 41.9, up from 40.6 in Fall 2010 and 41.3 in Fall 2009.
Younger readers in the 12-24 age demographic read 3.6 PMB-measured publications per month, not far off from the 3.7 national average for all age groups combined.
New this year for the benefit of dual-delivery platform publications is the fusion of PMB data with data on website traffic from comScore Canada. "The media industry in Canada expects PMB to keep pace with the rapidly changing media scene," said new PMB chairman, Kirby Miller, Senior VP at House & Home Media in Toronto.
This fusion of print and online data plus the decision in 2009 to release biannual reports are moves specifically designed to adapt to the changing industry landscape, Miller said.
Top 10 English-language magazines (total readership)
Title | PMB 2011 Fall | PMB 2010 Fall |
Reader's Digest | 5.610 million | 5.969 million |
Canadian Living | 3.806 million | 3.976 million |
People | 3.476 million | 3.480 million |
Chatelaine | 3.291 million | 3.423 million |
what's cooking | 3.245 million | 3.528 million |
Canadian Geographic | 3.235 million | 3.384 million |
Maclean's | 2.437 million | 2.378 million |
Canadian House & Home | 2.350 million | 2.334 million |
CAA Magaizne | 2.233 million | 2.376 million |
Canadian Gardening | 2.148 million | 2.058 million |
Top 10 English-language magazines (readers per copy)
Title | PMB 2011 Fall | PMB 2010 Fall |
Canadian Health | 26.3 | 32.0 |
People | 21.3 | 20.6 |
Outdoor Canada | 19.9 | 16.2 |
The Hockey News Magazine | 18.7 | 19.8 |
Canadian Gardening | 16.2 | 13.7 |
Canadian Geographic | 15.8 | 16.1 |
FASHION Magazine | 12.0 | 12.3 |
Cottage Life | 11.3 | 11.4 |
ELLE Canada | 10.6 | 11.4 |
Canadian Family | 10.2 | 9.8 |
Top 10 French-language magazines (total readership)
Title | PMB 2011 Fall | PMB 2010 Fall |
Qu'est-ce qui mijote | 1.185 million | 1.298 million |
Touring (Fre & Eng) | 1.079 million | 1.109 million |
Coup de pouce | 1.073 million | 1.225 million |
Châtelaine (Fr) | 986,000 | 1.014 million |
L'actualité | 907,000 | 865,000 |
7 Jours | 889,000 | 891,000 |
Selection du Reader's Digest | 850,000 | 990,000 |
ELLE QUEBEC | 783,000 | 787,000 |
Clin d'oeil | 740,000 | 702,000 |
Les Idées de ma maison | 681,000 | 679,000 |
Top 10 French-language magazines (readers per copy)
Title | PMB 2011 Fall | PMB 2010 Fall |
Derniere Heure | 16.9 | 16.3 |
Le Lundi | 13.0 | 14.2 |
Renovation Bricolage | 12.7 | 14.3 |
Star Systeme | 11.8 | 11.0 |
7 Jours | 10.5 | 9.9 |
Les Idées de ma maison | 10.2 | 9.8 |
Star Inc. | 10.2 | 10.7 |
Clin d'oeil | 10.1 | 9.5 |
Tout Simplement Clodine | 9.2 | 9.4 |
ELLE QUEBEC | 9.1 | 8.7 |
PMB 2009 Fall | PMB 2010 Fall | PMB 2011 Fall | |
Average minutes spent reading | 41.3 | 40.6 | 41.9 |
Average degree of interest (1-10) | 6.8 | 6.8 | 6.9 |
— Jef Catapang
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