Create. Access.
Read.

In publishing, as in other cultural industries, technology is shifting the paradigms. Newspapers are testing out new online business models in response to lower readership of hardcopy editions; electronic readers have the potential to combine the book and the bookstore within a single device. The majority of Canadians say they continue to read—whether for information or entertainment—and much of what they read is “local”: Canadian content accounts for nearly half of all books and magazines sold in Canada. At home and abroad, Canadian authors’ works are widely read and critically recognized.

Snapshots

  • Almost half of all Canadian Internet users have downloaded or read a newspaper online and 24% do so on a weekly or more frequent basis.50
  • The majority of Canadian adult newspaper subscribers report that they have not stopped subscribing to a newspaper or magazine since receiving similar content online.51
  • Amazon launched Kindle, an eBook reader that in the United States connects directly to the amazon.com online store.

Mass appeal

As part of a cooperative direct marketing campaign, the country’s leading professional magazine industry association, Magazines Canada, partnered with individual publications and regional associations to raise awareness of Canadian magazines and boost subscriptions. Spanning multiple media and rolling out in both official languages, the campaign exceeded expectations, yielding 11,161 paid subscriptions for 176 participating magazines. This builds on the success of a previous campaign—increasing net paid subscriptions by 18 percent and the number of magazines involved by 14 percent while decreasing the cost-per-subscription by 32 percent.

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