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Within the span of a single readership study by the Print Measurement Bureau, the perception of Canada's consumer magazine industry has changed from moribund to vibrant.
As expected, Toronto-based PMB's change in methodology from Through the Book to Recent Reading has created a massive increase in reported readership numbers: The readers-per-copy average more than doubled from 2.3 to 5.4, while total magazine readership jumped from 45 million to more than 100 million.
Peter Burke, managing director of Toronto's TN Media, says that the results are extremely encouraging for Canadian magazines, traditionally regarded as underperformers when compared with their U.S. and European counterparts. "The real windfall is not in magazines' direct competitive sector versus other titles," he says. "It's how they fall out compared to television, radio or other media options within Canada."
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Aside from the anticipated across-the-board increase in reported readership, the new study produced some remarkable increases...