mississauga

Mississauga Community Newspaper Readership : Mississauga Community Newspaper Readership ComBase 2001 Pilot Study


Mississauga Community Newspaper Readership : Mississauga Community Newspaper Readership Mississauga News has the highest readership – weekday with 72% and weekend with 55% Mississauga Boosters, a weekday publication, has 25% readership The weekday Mississauga Weekly Voice and the Shopping News both show readership under 20%. Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Readership – Community and Daily Newspapers : Mississauga Readership – Community and Daily Newspapers Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Readership Patterns : Mississauga Readership Patterns


Mississauga News – WeekdayA single ad in the Mississauga News reaches readers of all the other Mississauga publications – The Mississauga News is all you need in Mississauga! : Mississauga News – Weekday A single ad in the Mississauga News reaches readers of all the other Mississauga publications – The Mississauga News is all you need in Mississauga! Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Readership : Mississauga Readership How Much of the Paper Was Read


How Much of the Paper is Read? : How Much of the Paper is Read? Readers of each paper were asked how much they read Mississauga News readers are loyal, with 79% reading about half or more of the paper Mississauga Boosters readers are even more loyal, 85% read half or more Only 10% of Weekly Voice readers go through All of the paper Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Readership : Mississauga Readership How Many of Last 4 Issues Read


Mississauga NewsHow Many of Last 4 Issues Read : Mississauga News How Many of Last 4 Issues Read The majority of Mississauga News readers are loyal readers 61% of Mississauga News readers read all 4 of the last 4 issues Only 12% read one or less of the last 4 issues Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga BoostersHow Many of Last 4 Issues Read : Mississauga Boosters How Many of Last 4 Issues Read Mississauga Boosters readers are not as loyal as those of the News Less than half of Boosters readers claim to have read all four of the past four issues 36% read one or less of the last 4 issues Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Weekly VoiceHow Many of Last 4 Issues Read : Mississauga Weekly Voice How Many of Last 4 Issues Read Mississauga Voice readers are fairly equally divided Only 20% of Voice readers claim to have read all four of the past four issues Almost half (42%) read one or less of the last 4 issues Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Readership : Mississauga Readership How Would You Rate Each Community Newspaper Scale = 1 (poor) to 10 (excellent)


Average Rating for Community Papers (Scale 1 Poor -10 Excellent) : Average Rating for Community Papers (Scale 1 Poor -10 Excellent) Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Demographics : Mississauga Demographics


Mississauga Demographics : Mississauga Demographics Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Demographics : Mississauga Demographics Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Radio Listenership : Mississauga Radio Listenership Stations Listened to Yesterday and Most Often


Mississauga Radio Stations – Listened to Yesterday : Mississauga Radio Stations – Listened to Yesterday Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Radio Stations – Listened to Yesterday : Mississauga Radio Stations – Listened to Yesterday 19% of all Mississauga adults did not listen to the radio yesterday 75% of these non-listeners are Mississauga News weekday readers 34% of these non-listeners are Mississauga News weekend readers Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Radio Stations – Listened to Most Often : Mississauga Radio Stations – Listened to Most Often Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga News and CFTR : Mississauga News and CFTR 77% of regular CFTR listeners also read the Mississauga News weekday edition 95% of regular CFTR listeners also read the weekend Mississauga News Only 23% of CFTR listeners do not read the Mississauga News weekday Only 5% of CFTR listeners do not read the Mississauga News weekend Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga News and CISS : Mississauga News and CISS 46% of regular CFTR listeners also read the Mississauga News weekday edition 85% of regular CFTR listeners also read the weekend Mississauga News Only 54% of CFTR listeners do not read the Mississauga News weekday Only 15% of CFTR listeners do not read the Mississauga News weekend Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga News and CHUM : Mississauga News and CHUM 100% of regular CHUM listeners also read the Mississauga News weekday edition 64% of regular CHUM listeners also read the weekend Mississauga News Only 36% of CHUM listeners do not read the Mississauga News weekend Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Radio Listeners and Community Newspaper Readers : Radio Listeners and Community Newspaper Readers A much smaller percentage of the Mississauga adult population listens to the top 3 radio stations The majority of radio listeners are ALSO community newspaper readers An ad in the community newspaper is a more effective reach mechanism – reaches higher percentage of Mississauga adults Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Mississauga Media Reliance : Mississauga Media Reliance Media Relied Upon Most Often for Various Types of Information


Media Reliance – Food & Groceries : Media Reliance – Food & Groceries Daily newspapers and Community newspapers are equally relied upon Flyers in newspapers are the leader for Food & Groceries This can apply to daily and community papers. Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market


Media Reliance – Retail Outlets : Media Reliance – Retail Outlets Daily newspapers and flyers are equally relied upon for retail information Community newspapers are a close alternative to dailies Source: ComBase 2001 Pilot, Wave 2 Release Mississauga Sampling Sub-Market