The latest NRS PADD results were released last week, and in usual fashion we take you through all the stand out bits that you should be aware of.


Mobile continues to surge ahead and drive the market in the media consumption stakes, while print magazines maintain a solid audience. Making up an average reach of 78% of the total respective audience, mobile and tablet devices account for an incredibly large portion of newsbrand and magazines audiences.


Whether across the national newspapers or the magazines, online views via mobile phone dominate. Elsewhere, print magazines continue to hold strong, while newspaper figures continue to decline. Hello, Heat, OK! and Reveal, all continued to register large print circulations combined alongside a heavy share of mobile views, while magazines including New Scientist, National Geographic and Men’s Health managed to buck the trend of mobile dominance by recording a much larger print than mobile audience. Just 5% of New Scientist’s total audience came from mobile during this period.


In contrast to these relatively strong results from print magazines just three of the 13 recorded newspaper brands currently have more readers in print than in any other medium: the Sun, The Times, and the London Evening Standard. Of these newspapers both the Sun and the Times sit behind paywalls, while the print edition of the London Evening Standard only just pips mobile to the post – despite being free of charge.


What does this mean for brands and publishers?


As mobiles become ever more sophisticated and evermore a part of our everyday lives, the figures for consumers accessing published content online (unsurprisingly) grow from strength to strength. As we explained in our most recent blog post, mobile now acts as a nexus; a vital organ through which everything else must now pass.


To say that mobile dominates at the expense of all other areas of the media however would be to undervalue the continuing popularity of the magazine market and the enduring survival instincts of the national newspapers in print. As Katherine Viner, the editor of The Guardian, pointed out recently – the revenues from print readers of The Guardian newspaper “actually went up last year”. Speaking in reaction to the closure of the Independent in print, Viner argued that print “absolutely has a forseeable future”.


As we explained recently while the closure of the Independent in print may have had some commentators ringing the death knell, the fact that Johnston Press were willing to put £24 million into taking over i, and that – virtually the day after the announcement of the closure of the Independent in print – Trinity Mirror announced the launch of a new print-only title called the New Day, demonstrates the resilience that print still has, and the valuable (all be it declining) audience that it retains.


While it is true that the vast majority of media is now accessed online, and specifically via mobile, there remains a large and valuable print audience. As Josh Krichefski, CEO at MediaCom, pointed out, the investments made by Trinity Mirror and Johnston Press should perhaps not come as such a surprise, as “millions of people still buy and enjoy the print experience”.


While mobile should of course be fundamental when considering any advertising or promotion, it needs now (more than ever) to be considered as part of an integrated media plan. While mobile is the “vital organ” – through which all other media must now be first considered – it is important to be aware of the value that other media still brings to the party. No matter how “unsexy” a medium or platform may seem to be, what is most important is how effective the content is at conveying the right message, to the right people, at the right time and in the right way.


Our media planners are experts at finding the best medium to get your message heard. To find out more about how you can best reach your target audience, get in touch today – we’d love to hear from you!


By Paul Gregson