For the first time the National Readership Survey (print and digital data) is showing the reach of newsbrands across print and all popular forms of digital. Previously (since 2012) this just included print and PC readers. Starting with 19 of the most popular newsbrands, the dataset now include tablet and mobile readers.
Before we sieve through the figures, it is worth taking a closer look at what this new method of reporting actually means.
Firstly, we are surprised it’s taken this long. Huge swathes of news consumption takes place via mobile and tablet devices. This isn’t (in media years at least) a new phenomenon, rather the predictable midpoint of a well publicised shift away from print. We are always very pleased to see more accurate figures for any format, the better to advise our clients and make good decisions ourselves, and this is big a step in that direction.
Second – the highlight figures for each newsbrand are going to divert fairly radically (upwards mostly) as a result of this combination reporting. Yes, it is easy enough to split out the print/PC/mobile etc. figures from each other, but read (or worse, used to make decisions) in passing, the figures could be somewhat misleading. Particularly in comparison to the already choppy releases from recent years.
More data means, as always, that more care needs to be taken in making decisions off of the back of it. To reiterate though, it is genuinely great to have these combination figures.
Let’s take a look.
Taking all the NRS PADD figures into consideration, 92% of adults are reached by news or magazine brand content. Mobile alone adds 31% to audience reach for newsbrands and 26% for magazine brands.
There are some spectacular numbers.
The Telegraph stands out, gaining 42.3% through mobile and tablet, an impressive figure made even more so when you take its metered paywall into consideration.
The Independent fares even better, gaining 48.1% via mobile and tablet giving it a combined print and digital readership of 9.9 million every month.
The fixed paywall of The Times has seen, unsurprisingly, less dramatic changes – with just 3% being added by tablet and mobile.
In the world of magazines things are looking equally buoyed by the impetus of tablet and mobile readers. The overall readership is up 27% across all titles.
Two stand out especially since they are mostly regarded as basket cases when reported in mainstream media. NME saw an increase of 32%, taking their audience to 1.5 million readers, while Time Out added 32%, up to 3.3 million readers a month.
It would appear then that news and magazine brands aren’t, as often previously reported, at death’s door. Hold the press. Or rather, don’t, because for those of us who cared to pay attention, this isn’t technically news, rather a more accurate representation of the facts as they are. But it is always nice to have the figures to back it up.
Any questions on any of the above, you know what to do.