Reader Profile
Demographics – Print
The Herald dominates every demographic
270,800 or 53% of the 35-64 year old age group read the Calgary Herald at least once a week.
325,500 or 66% of Calgarians with HHI over $75,000 read the Calgary Herald at least once a week.
| Pop. base | Calgary Herald | Calgary Sun | Globe & Mail | National Post | |
|---|---|---|---|---|---|
| Total Weekly Readership (Print)* | 492,500 | 372,700 | 119,200 | 70,200 | |
| Reach to Calgary Population | 50% | 38% | 12% | 7.1% | |
| Gender | |||||
| Male | 502,400 | 48% | 45% | 13% | 8% |
| Female | 484,500 | 52% | 30% | 11% | 6% |
| Age | |||||
| 18-24 | 129,400 | 54% | 34% | 8% | 6% |
| 25-34 | 216,200 | 35% | 42% | 11% | 7% |
| 35-49 | 305,300 | 43% | 37% | 11% | 6% |
| 50-64 | 219,200 | 64% | 39% | 18% | 10% |
| 65+ | 116,800 | 65% | 35% | 11% | 8% |
| Education | |||||
| High school Graduate or less | 257,800 | 39% | 47% | 6% | 3% |
| Some Post Secondary | 334,800 | 50% | 41% | 10% | 78% |
| University graduate or more | 377,500 | 57% | 29% | 19% | 10% |
| Occupation | |||||
| Management/Professional | 246,000 | 50% | 38% | 19% | 9% |
| Other White Collar | 177,700 | 55% | 36% | 12% | 8% |
| Clerical/Admin/Support | 72,200 | 44% | 41% | 7% | 5% |
| Blue Collar | 118,000 | 37% | 57% | 6% | 3% |
| Household Income | |||||
| Under $50,000 | 204,900 | 39% | 33% | 6% | 3% |
| $50,000-$74,999 | 192,900 | 46% | 39% | 6% | 6% |
| $75,000-$99,999 | 167,000 | 56% | 42% | 11% | 8% |
| $100,000+ | 422,800 | 55% | 38% | 18% | 9% |
| Home Ownership | |||||
| Own | 812,900 | 53% | 37% | 13% | 7% |
| Rent | 159,400 | 32% | 43% | 7% | 5% |
*Read at least one print issue last week
Source: NADbank 2010 Base: 986,900 Calgary Adults 18+
