The most recent research demonstrates that community newspaper readership remains strong, with 74% of Canadians reading their community newspaper.  The 2008/2009 study features new information on reasons for reading community newspapers, readership of flyers delivered in community newspapers and readership of online newspapers.

ComBase 2008/2009 results were released earlier this year in table format which have been publicly available online.   National and regional highlights, as well as a list of markets and media, are currently available on the ComBase website.

About ComBase

ComBase is the Canadian Community Newspaper Database Corporation, a tripartite industry organization that conducts the principal readership research on behalf of the community newspaper industry in Canada. Operating since 2002, ComBase’s mandate is to provide title- and market-specific data for community newspapers at the market and sub-market level. Visit the ComBase website.

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For more information:

Kelly Levson, General Manager
Email: kellylevson@combase.ca

Data requests:
Email: research@combase.ca

TORONTO, January 11, 2010 – The Canadian Community Newspaper Database Corporation (ComBase) today announced the results of its 2008-2009 study, with readership data for 218 markets across Canada.

Overall, community newspaper readership remains strong, with 74% of Canadians reading their community newspaper. Readership is particularly strong among desirable target groups:

• 76% of women
• 78% of baby boomers
• 77% of adults with children
• 74% of university-educated adults
• 76% of homeowners
• 78% of affluent Canadians (i.e., household income >$75K)

Source: ComBase 2008-2009. Base: Adults 18+, Canada. Read any of the last four issues.

Two hundred thirty-five newspapers participated in ComBase 2008-2009, which includes media consumption data for community newspapers, daily newspapers, ethnocultural and other newspapers, radio, television and Internet.

Results for individual markets have been distributed to participating newspapers. ComBase is in the process of releasing the complete database to media planners who use information systems software. National and regional highlights, as well as a list of markets and media, are available on the ComBase website at www.combase.ca. Data requests may also be submitted via email to research@combase.ca.

About ComBase

ComBase is the Canadian Community Newspaper Database Corporation, a tripartite industry organization that conducts the principal readership research on behalf of the community newspaper industry in Canada. Operating since 2002, ComBase’s mandate is to provide title- and market-specific data for community newspapers at the market and sub-market level. Visit the ComBase website at www.combase.ca.

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For more information:

Kelly Levson, General Manager
Email: kellylevson@combase.ca

Data requests:
Email: research@combase.ca

When the new survey is released in early 2009, member publishers will receive helpful tutorial presentations on how to read the study’s market tables and how to use the data.

The upcoming study’s market tables will include local radio listenership in addition to newspaper readership. Publishers will be able to see exactly how, when and through what medium their constituents are getting the news, and use that knowledge to improve their sales pitches.

Finally, the 2008 survey will feature new and improved PowerPoint market presentations for members to use for sales purposes.

Publishers will receive all materials in early 2009. Tutorial presentations will also be available in the members’ section of the ComBase website.

Delays in data collection and processing forced the decision this week. While most of the survey is complete, no single part of the data can be released until all markets have been surveyed and processed.

“Unfortunately, we were not able to complete interviewing in all markets by the original cutoff date of June 30,” said Kelly Levson, general manager of ComBase. “We resumed interviewing in the fall in order to achieve the required quotas and response rates.” Levson further explained that data processing is ongoing and will continue for several weeks.

The steps for rolling out the data remain as follows:

• Data tables sent to publishers for review
• Data finalized
• Market presentations sent to publishers
• Data made available on media planning software

Publishers are advised to watch for future Updaters and to visit the ComBase website at www.combase.ca for the latest news and information regarding the study release.

Over 41,000 interviews were conducted in 235 markets for the 2008 study. First launched in 2001, the ComBase study remains one of the largest media studies of its kind in North America.

The study is being conducted by Leger Marketing who have a dedicated team of fifty interviewers based in Winnipeg. They have started interviewing in all 20 Atlantic markets and some BC markets are expected to start by the end of the week. Manitoba markets will start at the end of January, with Alberta in the field by early February.

The study will comprise over 41,000 interviews in over 230 markets across Canada. All provinces and territories are represented except Quebec and the Yukon.

Each market will be interviewed over a minimum of a 12 week period, and as more of the study is being done, the number of interviewers at the call centre could increase to almost 100.

“The process is working well,” said Kelly Levson, general manager of ComBase, who was in Winnipeg last week, coordinating with interviewers and monitoring their work as the first calls began.

Data from the study is expected to be released in fall 2008.

Featuring a streamlined menu with easy-to-find information, the new ComBase website makes it simple to browse news and find details on current and past studies. ComBase members will also notice an enhanced members section with links to their customized data from their markets, resources, and news.

ComBase members will receive detailed login instructions via e-mail by the end of day, Monday, December 17, 2007.

For more information please contact ComBase General Manager Kelly Levson at kellylevson@combase.ca.

“We’re happy to recognize Kelly’s hard work over the last five years with ComBase,” remarked Chief Executive Officer John Hinds. “This title reflects her role and initiative as this landmark study moves into its latest stage. “Levson joined ComBase in November 2002 as research consultant and has been involved since the first national study, which was launched in October 2003. More recently, Levson was director of client services and has been meeting with ComBase members since the summer regarding participation details for the 2007 study, including sample sizes and geographic definitions for all markets. Levson will oversee the entire research process. The first of approximately 40,000 interviews in over 200 markets will be conducted in the coming weeks, with interviewing continuing until spring 2008. In the meantime, recruitment efforts continue, primarily in Ontario where newspapers have until October 30 to confirm their participation.

Contact Levson at kellylevson@combase.ca to confirm.

Results of the 2007 study will be launched in fall 2008. For more information, go to www.combase.ca.

Members can also log into the Members section of the ComBase website to access their data tables and customized market presentations.  For login information please contact Kelly Levson at kellylevson@combase.ca.  Data for ComBase 2007/2008 will be available in Fall 2008.  Please contact ComBase at 1-800-481-6580 to find out the status of interviewing in your market.