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Conference Summary: The latest media research findings

Suzanne Raitt

Once a year, the Advertising Research Foundation asks the top thinkers and practitioners what the future holds for media research and audience measurement. The highlights of the 2010 conference have been summarized by Suzanne Raitt, VP Marketing & Innovation, Canadian Newspaper Association.

Toronto Star tablet app hits download milestone

Toronto Star’s new tablet app has been downloaded more than 100,000 times since its release on September 14, 2015. According to publisher John Cruickshank, Toronto Star Touch users tend to be “much younger” than the paper’s current audience and readers are spending about 18 minutes a day on the app, which is three times longer than time spent on the Star’s previous tablet product.

Postmedia discontinues evening tablet editions

Postmedia has discontinued its evening tablet editions for the Ottawa Citizen, Montreal Gazette and Calgary Herald in order to focus its resources on its news apps. Postmedia launched its three 6:00 pm tablet editions 17 months ago.

La Presse shifts to digital, will cease weekday printed edition in 2016

Montreal-based French-language daily La Presse announced it will cease its print newspaper Monday through Friday starting in January 2016. La Presse will continue to publish a Saturday print edition but will shift to a digital focus throughout the week.

The paper’s innovative La Presse + tablet app first launched in 2013 and now attracts more than 460,000 weekly readers.

Toronto Star launches Star Touch tablet app

Toronto Star launched its new tablet app on September 15. Star Touch includes a number of interactive design features (photo galleries, maps, audio clips, videos and more) and exclusive editorial content. The mobile app is modeled on La Presse+, which was launched in 2013 by the Montreal-based French-language daily newspaper La Presse.

Torstar to launch new tablet app in September

The Toronto Star has announced it will be launching Star Touch, its new free tablet product, in September. The Star’s interactive digital edition has been developed in partnership with La Presse and is based on the Montreal daily’s own La Presse + platform technology. Torstar dismantled the paper’s online pay wall earlier this year in anticipation of the launch of the new tablet app. “We seek to really dramatically change storytelling,” said David Holland, president and chief executive of Torstar. “The stories are going to be showcased in a more interactive way than ever before and provide a deep level of engagement and immersion.”

Newspapers 24/7 – Marketing Fact Sheet on Young Adults

Since 2011 Newspapers Canada has tracked readership by device and time of day to measure print’s impressive stability over time and the continued growth of digital readership. The research shows that almost 9 in 10 (85%) of Canadian young adults (18-34 years old) read newspaper in some format each week. “Young adults continue to read newspapers! They have increased their readership on every device consistently over time. While phone is their top access device, they also actively use all the others too,” says John Hinds, CEO, Newspapers Canada. This group is the only demographic where phone usage to access newspapers is the highest of all devices throughout the day, with a peak in the evening.

Metroland re-launches Tradyo app

Metroland Media has re-launched its mobile-only community classified app Tradyo. The app allows users to create free listings, browse for goods based on geographic proximity and negotiate transactions through an in-app private chat function. Listings cover a range of product categories, including books, clothing, electronics, furniture and more. The media company first purchased the Toronto-based startup back in 2014.

“The app represents a wonderful evolution of the community newspaper’s buy and sell classifieds and takes our deep community expertise into the mobile space,” said Terry Kukle, vice president business development and acquisitions, Metroland Media Group.

Torstar to partner with La Presse on new tablet edition

The Toronto Star is entering into a partnership with La Presse in Montreal to develop a new tablet edition for the Toronto daily paper. The two papers will share a common tablet technology and offer joint marketing opportunities to national advertisers. The Star will launch its free tablet edition in the fall of 2015 and also anticipates it will eliminate its existing digital paywall at that time.

UK digital news audiences are migrating from online to mobile

A growing number of British news consumers are shifting their viewing habit to mobile devices according to the latest communications market report from OfCom, the independent communications regulator for the U.K.

Research shows digital news audience numbers have grown by a third since 2013, to the point where 41 percent of UK adults read news online. Ofcom said the increase is linked to the soaring popularity of smartphones and tablets with younger people.

The report also shows that a fifth of mobile Internet users in the UK read the news on their mobile devices every day. Just over half (53.5 per cent) said they have done so at least a few times a month in the previous year.

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