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PAMCo shows how magazines are read across multiple platforms

PAMCo shows how magazines are read across multiple platforms

Audience measurement company PAMCo has today released its second quarter of cross-platform audience readership figures for magazine brands, covering the period April 2017 to March 2018 and incorporating February 2018 comScore data.

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.

Magazine brands are now multi-platform products and, with the data laid out in the tables below, publishers and advertisers can see audience delivery across mobile, tablet, desktop and print – opening up many new opportunities to plan and trade audiences.

By way of example, PAMCo has revealed that the Radio Times has the highest monthly total brand reach out of all general weekly magazines, at 6.8m. The magazine also recorded the highest reach across all platforms except desktop, with a mobile reach of 3.7m making up more than half of its combined total.
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The closest mobile competitor to the Radio Times is NME, with a smartphone reach of 2.4m. The now digital-only magazine also records a print reach of 567,000, dating back to the months before it closed its weekly print edition.

Total TV Guide had the lowest total brand reach out of all the weeklies, reaching just 469,000 readers – 422,000 from print.

In the monthly magazine category, BBC Top Gear leads the pack with a monthly total brand reach of 1.7m – recording similar figures for both print and mobile.

Gardeners’ World had the highest monthly print reach out of the monthlies, with a reach of 813,000. It is has the second highest monthly total brand reach.

Esquire is bottom of the monthly magazines, with a total brand reach of 440,000.

The published media industry is the first medium to be able to measure audiences across all platforms – see the tables below for further detail.

General Magazines Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Monthly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
General Weekly Magazines
Auto Express – N 2,773 1,337 434 885 392
Horse & Hound – D 906 430 83 146 313
MCN – D 780 222 62 149 416
NME – D 3,491 2,388 260 571 567
Radio Times – U 6,834 3,739 857 1,089 1,874
The Week – D 951 188 64 178 594
Time Out – U 4,188 2,328 269 1,123 1,127
Total TV Guide – N 469 25 11 18 422
TV & Satellite Week – N 674 258 63 58 316
TV Choice – N 1,708 25 11 18 1,665
TV Times – N 1,398 258 63 58 1,057
What’s on TV – D 2,520 258 63 58 2,215
General Monthly Magazines
BBC History Magazine – U 796 300 166 68 314
BBC Top Gear – U 1,676 672 155 240 747
Car – D 623 264 68 153 183
Countryfile – U 597 220 124 28 254
Empire – D 965 312 43 141 535
Esquire – N 440 206 21 72 161
Evo – N 608 324 59 137 137
Gardeners’ World – U 1,279 231 141 168 813
GQ – D 939 456 57 173 323
Men’s Fitness – N 747 248 31 112 400
Men’s Health – N 1,265 461 36 91 776
Runner’s World – N 460 206 19 44 220
Sporting Gun – N 337 91 26 51 188
Source: PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
General Magazines Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Weekly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
General Weekly Magazines
Auto Express – N 1,015 418 172 301 165
Horse & Hound – D 419 182 33 75 149
MCN – D 391 76 32 81 221
NME – D 1,189 752 90 159 221
Radio Times – U 2,930 987 284 437 1,335
The Week – D 469 47 17 54 360
Time Out – U 1,503 582 67 463 473
Total TV Guide – N 332 8 5 17 306
TV & Satellite Week – N 364 77 20 20 250
TV Choice – N 1,388 8 5 17 1,364
TV Times – N 845 77 20 20 735
What’s on TV – D 1,862 77 20 20 1,761
Source: PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
Women’s Magazines Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Monthly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Women’s Weekly Magazines
Chat – N 1,302 37 3 17 1,252
Closer – D 1,668 344 36 28 1,341
Hello! – D 4,342 1,792 441 264 2,259
Look – D 804 272 26 47 499
Now – D 1,449 829 111 42 550
OK! – N 3,825 1,006 230 506 2,418
Pick Me Up! – N 711 37 3 17 658
Take a Break – N 2,744 55 n/a 34 2,684
Women’s Fortnightly Magazines
Soaplife – N 708 258 63 58 367
Women’s Monthly Magazines
25 Beautiful Homes – N 976 422 146 205 286
Asda Good Living – N 1,411 244 64 59 1,105
BBC Good Food – U 10,955 7,666 1,588 2,174 749
Cosmopolitan – N 3,323 2,088 225 335 971
Country Homes & Interiors – N 967 422 146 205 281
Country Living – N 872 278 41 59 548
Delicious – U 1,446 929 184 243 194
Elle – N 1,345 684 59 126 594
Good Housekeeping – N 2,284 708 214 281 1,261
Harper’s Bazaar – N 478 227 22 78 184
Homes & Gardens – N 1,134 422 146 205 448
House & Garden – D 642 125 41 50 451
House Beautiful – N 727 215 56 72 429
Ideal Home – N 1,363 422 146 205 717
Marie Claire – D 1,519 866 128 145 472
Mother & Baby – D 694 355 39 79 258
Olive – U 866 501 125 154 142
Prima – N 720 261 47 59 395
Red – N 713 309 55 82 306
Style at Home – N 923 422 146 205 216
Tatler – D 345 104 19 74 164
Vanity Fair – N 1,253 777 136 216 199
Vogue – D 1,906 676 98 275 1,056
Woman & Home – N 947 272 101 115 507
Women’s Health – N 875 323 29 69 503
Women’s Bimonthly Magazines
You & Your Wedding – U 392 202 29 64 121
Source:PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles
Women’s Magazines Total Brand Reach (TBR) PAMCo 2 2018 Apr17-Mar18 fused with comScore Feb2018
GB Adults 15+ Weekly Reach
TBR Phone Tablet Desktop Print
000s 000s 000s 000s 000s
Women’s Weekly Magazines
Chat – N 656 11 1 8 636
Closer – D 596 101 11 27 467
Hello! – D 1,780 687 215 131 812
Look – D 297 107 8 15 169
Now – D 498 252 43 14 197
OK! – N 1,481 405 97 148 881
Pick Me Up! – N 343 11 1 8 324
Take a Break – N 1,421 33 n/a 17 1,382
Source:PAMCo
D – digital estimates include traffic from one or more third party platforms (i.e. Facebook Instant Articles
U – the publisher has not confirmed whether traffic from third party platform (i.e. Facebook Instant Articles
N – digital estimates do not include traffic from one or more third party platforms (i.e. Facebook Instant Articles

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