Don't believe everything you read about the newspaper industry.
According to the latest Newspaper Audience Databank survey results released this morning, the vast majority of Canadians continue to read newspapers.
Last year, 69 per cent of Canadians -- 12.9 million people -- read a newspaper over the course of a week, and when online readers are added in, that number grows to 77 per cent.
"Newspapers continue to play an important role in the lives of Canadians," said Metro English Canada group publisher Bill McDonald. "Readers in the millions rely on newspapers every day for the information that is important to their lives."
As newspapers maintain their strength, Metro Canada is setting the industry standard not just as the most read free daily in the country, but for all papers.
Metro Canada now reaches more than 1.1 million readers every day, an increase of 157,600 (17 per cent) over 2007. Weekly Metro readers in Halifax, Montreal, Ottawa, Toronto, Calgary, Edmonton and Vancouver total 2.26 million, or 12 per cent more than in 2007.
"The Metro brand has solidified its leadership position from coast to coast," said McDonald. "Readers and advertisers alike turn to Metro first every day for information, ideas and inspiration."
Nowhere is that more evident than in Toronto. Metro's readership in the GTA is up by about 3.5 per cent, jumping to 449,700 from 434,600. Within the city, Metro is the second most read daily newspaper.
"Metro continues to be the voice for young, urban readers in the City of Toronto," said McDonald. "Metro Toronto reaches more 25- to 34-year-olds than any other daily in the city. And Metro is committed to delivering more of what readers and advertisers are looking for."
Nationally, Metro has several impressive performances, particularly in Halifax. In its first year, Metro Halifax already reaches 43,400 readers daily and 113,000 every week.