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Canstar Community News Readership Study, Kubas Consultants 2004
| Herald Readers *Base population (18+ years) 87,500 |
Lance Readers *Base population (18+ years) 153,100 |
Metro Readers *Base population (18+ years) 123,700 |
Times Readers *Base population (18+ years) 85,400 |
Headliner Readers *Base population (18+ years) 15,800 |
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| Read any of last 4 issues | 76,850 | 88% | 109,800 | 72% | 92,190 | 75% | 62,680 | 73% | 9,560 | 61% |
| Female | 38,300 | 50% | 66,500 | 61% | 48,500 | 53% | 31,900 | 51% | 4,900 | 51% |
| Male | 38,600 | 50% | 43,200 | 39% | 43,600 | 47% | 30,700 | 49% | 4,700 | 49% |
| Average age | 45.6 years | 48.2 years | 46.6 years | 47 years | 43.5 years | |||||
| 18 - 49 | 47,647 | 62% | 61,488 | 56% | 53,470 | 58% | 38,272 | 61% | 6,501 | 68% |
| 50 + | 29,972 | 39% | 48,312 | 44% | 38,720 | 42% | 25,072 | 40% | 3,059 | 32% |
| Home owners | 64,200 | 84% | 86,742 | 79% | 76,300 | 83% | 50,500 | 81% | 8,800 | 93% |
| Married / Cohabitating | 58,200 | 76% | 69,600 | 63% | 63,300 | 69% | 42,300 | 68% | 7,500 | 79% |
| With Children at Home | 39,194 | 76% | 49,410 | 45% | 32,266 | 35% | 25,072 | 40% | 5,162 | 54% |
| Average Income | $53,100 | $54,800 | $61,500 | $46,300 | $67,000 | |||||
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