Reader Profile
Demographics – Print
The Herald dominates every demographic
251,500 or 48% of the 35-64 year old age group read the Calgary Herald at least once a week.
275,900 or 60% of Calgarians with HHI over $75K read the Calgary Herald at least once a week.
| Pop. base | Calgary Herald | Calgary Sun | Metro | 24 Hours | Globe & Mail | |
|---|---|---|---|---|---|---|
| Total Weekly Readership (Print)* | 463,600 | 353,100 | 197,200 | 87,400 | 134,300 | |
| Reach to Calgary Population | 992,300 | 47% | 36% | 20% | 9% | 14% |
| Gender | ||||||
| Male | 504,800 | 50% | 58% | 50% | 57% | 56% |
| Female | 487,800 | 50% | 42% | 50% | 43% | 44% |
| Age | ||||||
| 18-24 | 126,800 | 11% | 11% | 24% | 19% | 16% |
| 25-34 | 218,000 | 17% | 19% | 21% | 18% | 12% |
| 35-49 | 301,800 | 26% | 34% | 26% | 34% | 35% |
| 50-64 | 226,400 | 28% | 23% | 22% | 18% | 28% |
| 65+ | 119,300 | 17% | 12% | 7% | 10% | 10% |
| Education | ||||||
| High school Graduate or less | 249,800 | 22% | 31% | 25% | 36% | 17% |
| Some Post Secondary | 321,200 | 30% | 38% | 37% | 33% | 20% |
| University graduate or more | 404,900 | 47% | 30% | 38% | 30% | 62% |
| Occupation | ||||||
| Management/Professional | 234,400 | 24% | 20% | 20% | 16% | 35% |
| Other White Collar | 179,700 | 20% | 19% | 20% | 14% | 18% |
| Clerical/Admin/Support | 75,500 | 6% | 8% | 10% | 14% | 3% |
| Blue Collar | 117,900 | 9% | 19% | 12% | 16% | 8% |
| Household Income | ||||||
| Under $50,000 | 211,400 | 18% | 21% | 24% | 20% | 12% |
| $50,000-$74,999 | 209,700 | 23% | 20% | 26% | 27% | 18% |
| $75,000-$99,999 | 148,700 | 13% | 15% | 12% | 14% | 14% |
| $100,000+ | 422,400 | 46% | 44% | 38% | 39% | 57% |
| Home Ownership | ||||||
| Own | 818,700 | 86% | 81% | 78% | 74% | 87% |
| Rent | 158,700 | 12% | 18% | 20% | 24% | 12% |
*Read at least one print issue last week
Source: NADbank 2011 Base: 992,300 Calgary Adults 18+
