Now at last there is an accurate measure that can be used to determine the "readership" of papers in Nunavut. that is the new ComBase Survey which was done over the last year across Canada. This survey is the most comprehensive readership study in the world, It was completed by Thompson Lightstone a very prestigious polling firm on behalf of ComBase, an independent company funded by member newspapers across Canada. ComBase was set up solely to provide readership numbers of community newspapers across Canada to enable weekly papers to prove their numbers against the daily papers so that advertisers could make intelligent decisions about which papers were the best ones to advertise in. The survey included over 24,000 interviews across Canada in every market. The results from this massive survey are now in.

The ComBase survey measured the readership of newspapers available in each of the markets defined by the individual newspapers. Participating newspapers were asked to provide ComBase with a list of cities, postal codes and areas which defined that paper’s market. Nunatsiaq News’ market included all of Nunavut and Arctic Quebec. News North’s market included all of Nunavut and the NWT. The polls were conducted in English by telephone. In the Nunatsiaq market, a total of 161 different interviews were conducted. Residents in the market were asked a number of questions about what papers they read, their income, dwelling type, language spoken, etc. The ComBase survey is considered by the industry as the most accurate reflection of newspaper readership available today. It not only captures weekly and daily readership but also allows advertisers to compare weeklies by individual newspaper markets.

Combase reported that in the Nunatsiaq News market each week 6200 people over 18 read Nunatsiaq News. They report that Nunatsiaq News is read by 51% of adults 18 or over in the Nunatsiaq News Market. The same report also stated that in Nunatsiaq News Market, 1400 people read News North each week. They report that News North is read by 11% of adults 18 and over in Nunatsiaq market. As Nunatsiaq News market is primarily made up of Nunavut, these numbers are of interest to anyone wanting to get a message out to Nunavut residents.

You might be interested to know that the ComBase survey also showed that in Nunatsiaq News market (again Nunavut and Arctic Quebec or Nunavik) that the National Post is read by 1% of adults over 18, the Globe and Mail by 3% and that the total of all daily readers in Nunatsiaq News market is only 4%. Compare that to Nunatsiaq News readership of 51% and News North’s readership of 11% and it is obvious which paper should be used to get a message out to Nunavut residents.

Nunatsiaq News is distributed in Iqaluit at selected vendors and is given away free at Arctic Ventures. In Nunavut communities Nunatsiaq is either sold or given away by Arctic Coop stores. In Nunavik (Arctic Quebec) Nunatsiaq News is either sold or given away at selected vendors and by the FCNQ (Co-op stores).

The results are in — Nunatsiaq News is the paper people get and read in Nunavut and Arctic Quebec.

Should you have any questions re the above please do call. We will be happy to share the other findings from the ComBase survey with you.