NADbank, the tripartite industry organization responsible for the newspaper readership service in Canada, continues to explore opportunities for migratingits methodology to a web-based or hybrid surveyapproach. This interest is driven by many factors including the following:

• An increase in Canadians' access to and use of broadband internet;
• The proliferation of platforms and devices for internet access;
• Reduced sample coverage in traditional telephone readership surveys (e.g. exclusion of cellular telephone only households);
• Declining response rates to surveys of all types;
• Increased pressure to measure publishers‟ brand footprint for printed and web-based products (e.g., online versions of printed newspaper editions, websites and apps);
• Timing and cost considerations.

NADbank has long recognized the need to respond to changes in consumer behaviour and publishers‟ requirements. Using a variety of suppliers, it commissioned online panel tests over the past six years. The tests were designed to determine the extent to which web-based surveys could meet the needs of publishers while respecting. NADbank's commitment to accurate and reliable readership and profile data. NADbank has not transitioned from its modified random digit dialling telephone survey (CATI) to an online data capture methodology because none of the tests conducted in the past has met enough of its requirements to warrant such a change.

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