A new Ipsos-Reid poll finds a significant portion of Canadians rely on
newspapers for trustworthy information during good times and bad.
Forty percent of those surveyed said they relied more on newspapers during
the recent political crisis in Ottawa, while almost a third (30 per cent)
said they turned more often to newspapers for analysis of the recent
economic downturn.
Only 15 per cent of respondents said they don't read newspapers (print or
online) at all.
The findings are based on over 1,000 online interviews conducted in early
December for the Canadian Newspaper Association.
The poll is considered accurate ± 3.1 per cent of the time, 19 times out
of 20.
"Clearly, newspapers remain the trusted medium of communication during
periods of change, such as we are experiencing today," said John Hinds,
president and CEO of the Canadian Newspaper Association.
The survey also asked Canadians how they respond to advertising during
economic crises. Over a quarter of respondents (26 per cent) said they
find themselves looking at newspapers and inserts for "discounts, bargains
and sales" more often during hard economic times.
Ipsos-Reid also found that almost a third of Canadians (27 per cent) –
including a plurality of better-educated and wealthier respondents – are
more likely to read newspapers when making decisions about personal
finances.
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