PamCo research on which newspapers and magazines people read – and, crucially, whether in print or on digital devices – shows that 93% of the UK’s adults are reached monthly by the country’s newsbrands.
The majority of readers are consuming on digital devices either instead of or in addition to a printed publication, with 63% of readers saying they check the news from leading publishers via their phone, compared to 55% who say they read it in print. In addition, 37% check newsbrands’ sites on a desktop computer, and 19% use a tablet, meaning there is significant overlap across formats, but mobile leads the way.
The figures cover the period October 2017 to September 2018 and were produced by the Publishers Audience Measurement Company (PAMCo), which last year replaced the traditional National Readership Survey as the industry standard method of measuring the influence and reach of publications.
As Mediatel reported, the new data currency is a game-changer for the publishing industry, as the numbers now reflect the reality of how readers are consuming newspapers and magazines across all platforms.
Among the national newspapers, the leading title is The Sun, with a monthly total brand reach of 29.5 million – nearly 21 million of those people reading via mobile. Second is The Daily Mail, with 17 million mobile users among a total brand reach of 26.8 million.
The Guardian leads the qualities, reaching a monthly total of 23.5 million (only 3.7 million of whom read in print, likely reflecting the fact the title provides free web access). This is closely followed by The Telegraph, which recorded monthly reach of 22.5 million. The Times is the only one of the national dailies to have a higher reach in print than via mobile.
The data comes on the heels of WARC’s mid-year advertising investment data, which showed print display advertising grew in 2018 – the first increase for print in seven years.
That showed that income from print display ads in national newsbrands was up 1.0% to £153m. The uptick was observed among popular titles, where print display revenue rose 2.8%. Like the PamCo research, it also showed how digital is bringing new power to legacy media.
Sourced from PamCo, Mediatel; additional content by WARC staff