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)
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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