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Category Print Date 11/22/2005
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Dose Releases Initial Ipsos-Reid Readership Estimates
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With approximately a quarter million readers daily, study shows strong
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TORONTO, Nov. 22, 2005/ - According to independent figures released
yesterday by Ipsos-Reid, Dose's readership figures are off to a strong start
with approximately a quarter million daily readers. The study also revealed
that Dose is clearly resonating with its core audience, reaching 22% of 18-34
year olds on a weekly basis and almost one in ten 18-24 year olds on a daily
basis. 71% of 18-34 year olds are aware of Dose.
"We are really pleased with the initial results," said Noah Godfrey,
Publisher of Dose. "It is great to see such fantastic market penetration and
impact, especially with our key demographic, in less than eight months since
launch. It affirms that our content, marketing and distribution are on the
right track and resonating with our audience in a significant way."
Respondents to the survey described Dose as a "youth-oriented," "hip"
publication that "gives readers the information they need". Over a third of
readers are reading the publication three or more times per week, with an
average of 1.8 readers per copy.
Web site results were also positive, showing that Dose.ca users are
visiting the site frequently with 40% visiting the site once a week or more.
"We've positioned Dose as a multi-platform media brand which includes the
online service at dose.ca, wireless content and live events, in addition to
the free daily magazine," said Godfrey. "It has enabled us to deliver content
to consumers in really unique and relevant ways, and has also allowed us to
work with our advertising clients to develop creative solutions to reach young
adult Canadians."
About Dose
Dose is a publication of CanWest MediaWorks Publications Inc., which is
74% indirectly owned by CanWest Global Communications Corp, (CanWest)
(NYSE: CWG; TSX: CGS.SV and CGS.NV, www.canwestglobal.com) and 24% indirectly
owned by the CanWest MediaWorks Income Fund (www.canwest.com/incomefund).
CanWest, an international media company, is Canada's largest media company. In
addition to owning the Global Television Network, CanWest is Canada's largest
publisher of daily newspapers, and also owns, operates and/or holds
substantial interests in conventional television, out-of-home advertising,
specialty cable channels, Web sites and radio networks in Canada, New Zealand,
Australia, Ireland and the United Kingdom.
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