Dose Readership Study

Toronto, ON - According to a recent Ipsos Reid survey conducted on behalf of Dose, Dose's readership projection figures are off to a strong start with approximately a quarter million (249,000) daily readers -which based on daily pick-up numbers of 140,000 translates into about 1.8 readers per copy.

The study also revealed that Dose penetration is strong among young adults, as:

• Thirteen percent of 18-34 year olds say they read Dose on a weekly basis; and
• Nearly one in ten (7%) 18-24 year olds say they read it on a daily basis.

Six in ten (60%) respondents answer "yes" when asked it they have ever seen, read or heard about the magazine Dose - 71% among 18-34 year olds.

Further, many respondents to the survey describe Dose as a "youth-oriented" (43%) and "hip" (32%) publication that "gives readers the information they need" (15%).

Over a third of readers (35%) are reading the publication three or more times per week.

Web site results were also positive, showing that among Dose.ca users, 40% visit the site once a week or more.

For the survey, a total of 2232 Ipsos Reid panel respondents from the ages of 12 to 64 were interviewed from November 3rd to November 8th, 2005 via an on-line survey vehicle from the five CMA markets that Dose is distributed. Within each CMA age and gender quotas were adhered to so that the sample reflects the actual composition of these populations according to updated 2001 Canada census data. The total readership projection number has also been weighted by CMA population and age census data.
Please open the attached PDF to view the full factum with tables.

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For more information on this news release, please contact:

Paul Orovan
Ipsos-Reid Public Affairs
(416) 324-2900