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Category Investors Date 2/28/2006 |
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Dose Continues To Show Strong Readership Growth
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| Reaching 292,000 readers daily, magazine finds its niche among creative, open-minded and tech-savvy young Canadians |
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TORONTO /CNW/ - According to independent figures released by Ipsos-Reid, Dose continues to show strong readership continued growth, boosting its total readership to 292,000 readers in the last quarter.
The study also showed that Dose is reaching its youth minded audience across Canada, with 72% of 18-34 year olds stating they were aware of the magazine and 8% stating they read the magazine yesterday. Almost half of those polled read at least three copies per week.
The majority of readers surveyed described themselves as creative, connected, tech savvy and open-minded, and most described Dose as "youth-oriented", "unique" and providing readers what they want.
"These results show that Dose is really resonating with its audience," said Noah Godfrey, Publisher of Dose. "We're really pleased with the continued growth of our readership base and Dose's strong brand awareness."
The study also found that readership is fairly even among men and women and that Dose readers over-index in online usage (over 17.5 hours per week) and reading magazines. They are also watching TV less than the average person and are taking public transit three times as often as the average respondent.
"Our multi-platform model is geared to the way that this audience consumes media and is proving to be successful with consumers," said Godfrey. "We are ranked the number one source for online urban news and entertainment with more unique visitors than any of our competitors(*), in large part due to the fact that we leverage and integrate both our online and offline vehicles more effectively than anyone else to deliver unique and creative content and promotions."
(*) Source: comScore Media Metrix, Total Canada, Home and Work, Avg. Sept to Nov 2005, age 2+, home only;
(*) Omniture SiteCatalyst, Nov 2005
About Dose
Dose is a multi-platform brand that includes a free daily magazine, a comprehensive online service (dose.ca) and innovative wireless content. Dose gives Canadians a voice and a forum combined with the freedom to access relevant information anywhere, any time and in any way.
Dose is owned by CanWest MediaWorks Inc., a wholly-owned subsidiary of CanWest Global Communications Corp, (CanWest) (NYSE: CWG; TSX: CGS.SV and CGS.NV, www.canwestglobal.com. CanWest, an international media company, is Canada's largest media company and Canada's largest publisher of daily newspapers, and also owns, the Global Television Network and operates and/or holds substantial interests in conventional television, out-of-home advertising, specialty cable channels, Web sites and radio networks in Canada, New Zealand, Australia, Ireland and the United Kingdom.
For further information: contact: Katherine Raso, Corporate Communications, CanWest MediaWorks Inc., ,
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