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)
Top 10 English-language magazines (readers per copy)
Top 10 French-language magazines (total readership)
Top 10 French-language magazines (readers per copy)
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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Wow, Torstar really seems to be on a mission to bankrupt one magazine after another.... |
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