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1 Million+ Readers And Still Growing, Metro Canada Is The Little News Paper That Could

I have to admit, when I first started seeing a “free” daily newspaper arrive in Toronto I thought it just wouldn’t last. Will there be enough advertisers to support the business model? Fast forward a few years later and they are still here and continue to grow. Newspaper Audience Databank (NADbank) recently rereleased the results from their Fall 2008 and Spring 2009 fieldwork which shows Metro Canada now reaches 1,180,000 readers every weekday and 2,552,200 weekly readers coast to coast in Halifax, Montreal, Ottawa, Toronto, Calgary, Edmonton and Vancouver.

“We are excited about the ongoing success of Metro. In every market where we publish, we attract more young urban Canadians than any other news brand. And we will continue to further develop our brand in print, on the web and on mobile, to meet the needs of both our readers and advertisers,” said Bill McDonald, Group Publisher for Metro English Canada.

As you are looking to pitch a story and get it in the hands of everyday consumers here are some numbers that might help.

Metro Canada’s publications readers include:

  • Metro Ottawa reaches 67,900 readers daily, an increase of 10% or 6,400 readers compared to NADbank 2008 results
  • Metro Ottawa is #2 with adults 18-24 and 18-34 (second after the Citizen – passing the Ottawa Sun) on a weekly basis
  • Metro Toronto reaches 455,600 readers daily, an increase of 1% or 5,900 readers compared to NADbank 2008 results
  • Metro Toronto is now #2 in the Toronto CMA with adults 18+, 18-34 and 18-49 read yesterday and weekly
  • Metro Toronto’s weekday readership is #1 in the City of Toronto with adults 18-34 and 18-49
  • Metro Calgary read yesterday is 58,400 an increase of 34% or 14,700 readers compared to NADbank 2007/08 results
  • Metro Calgary had the #1 increase in readers 18-24 and 18-34 on a weekly basis
  • Metro Calgary has passed the Calgary Sun in weekly readership among adults 18-24, and is now #2 in reach with this demographic
  • Metro Edmonton read yesterday is 51,300 an increase of 27% or 11,000 readers compared to NADbank 2007/08 results
  • Metro Edmonton had the #1 increase in readers 18-24 and 18-34 on a weekly basis compared to NADbank 07/08 results
  • Metro Vancouver had the highest read yesterday increases in the market, up by 40,900 readers or 29% from NADbank 2008 results
  • Metro Vancouver now reaches 1 in 10 Vancouverites daily, and 1 in 5 over the course of a week
  • Metro Vancouver’s average weekday readership is now #2 in net reach with adults 18-24, and #3 with adults 18-34

Metro also recently released mobile applications which allow consumers using Apple iPhone or Research In Motion (RIM) Blackberry devices to read the news from Metro on the go.


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