This week's Newspaper Audience Databank (NADbank) press release paints a positive picture for print newspaper readership across Canada.
Numbers make us dizzy, so we'll take NADbank's following heading as gospel:
"Readership of Canadian daily newspapers remains strong; new data for the top six Canadian markets confirms that over 75% of adults read a daily newspaper each week," it says.
The press release includes readership results for Toronto, Montreal, Ottawa-Gatineau, Calgary, Edmonton and Vancouver. There are a lot of Fall 2007 through Spring 2008 figures for readers of Sun Media dailies to read and digest.
(The Toronto Sun's spin on the numbers consisted of five positive paragraphs in Friday's paper. We haven't noticed updates in the Star, Globe and Post.)
There are no comparisons with the matching 2006-2007 period, so only insiders can grasp the positive and negative performances of the newspapers.
But in a nutshell, NADbank says print remains strong in the habits of Canadian readers and that is comforting news.