NRS PADD: Mobile continues to bolster magazine brands

While magazines are still clearly enjoyed in their printed form, mobile continues to play an important role in readership – with the number of titles dominated by print on a fairly even keel with those skewed by mobile, according to the latest NRS results from PAMCo.

Hello!, Reveal, Men’s Health, Empire and What Car? were all favoured in print between April 2015 and March 2016 – with mobile readership only making a significant difference to Reveal’s print and PC audience (+65.3%).

Of the other titles, mobile adds around 35% to each of their print and PC readership, except for Men’s Health where it is much less at 19.6%.

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BBC Good Food benefits the most from its mobile audience, which increases print and PC readership by a massive 178%.

Of its combined print and digital readership of 9.4 million – the highest of all recorded titles – 7.1 million come from mobile.

Cosmopolitan (+108.3%) and NME (123.3%), which scrapped its cover price late last year, also benefit significantly from their mobile audience, while Time Out’s mobile audience adds around 93% to print and PC readership and Radio Times 91%.

BBC Good Food and Time Out are the only two titles where PC readership is bigger than print. Every title’s mobile audience is larger than PC.

For a full picture of the entire magazine market, in terms of circulation only, see the latest Consumer ABC results.

See also: NRS PADD: Figures show Indy was right to go online-only