Media companies faced many challenges in the crisis, and the articles attracting this audience in the last 12 months show an on-going concern with measurement, new trends and adspend forecasts.

The rankings, which monitored the most popular papers among subscribers over the course of 2010, showed that media owners were biased towards pieces providing tangible evidence.

An Adstats feature on TV adspend and trends in the June 2010 issue of Admap secured the highest number of downloads, while Warc's International Ad Forecast from December 2009 was second.

Papers on the evolving industry climate also caught the eye, with an exclusive Warc report from the IAA's Future of Media conference claiming third.

In fourth place was a deep dive into UK audience measurement from the Media Research Group's annual conference.

A chapter of Andrew Green's book From Prime Time To My Time - concentrating on the history and possible future of television - finished fifth.

Data sourced from Warc