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

In another sign that the Independent was right to move entirely online, the latest NRS results from PAMCo for the period April 2015 – March 2016 show how print became a dwindling part of its readership, with the majority of the ESI Media-owned title’s audience coming from mobile.

Of the Indy’s total print and digital audience of 17.5 million, 13.9 million came from mobile – meaning that smartphone and tablet readership increased print and PC readership by 176.5%, more than any other newsbrand.

The Guardian, which increased its print cover price to £2 in April, also does well from mobile readers, which make up 18.9 million of its 24.2 million total (+126%). While the newsbrand continues to maintain that there are no plans to monetise this audience through a paywall model, it is pushing paid-for membership options to help fund its journalism.

In contrast, News UK titles The Times and the Sun have much smaller digital audiences, with both retaining a loyal print following.

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With a combined print and digital readership of just over 5.1 million, 4.5 million Times readers come from print. However, its online paywall model means it is able to monetise its digital audience more effectively.

Similarly, an overwhelming 11 million people still pick up a printed copy of the Sun – more than any other recorded newsbrand – with PC and mobile readers accounting for a little under 3 million each.

Freebie Metro is the only other title that is dominated by print; however, its mobile audience still plays a key role in overall readership.

The Daily Mail remains the most popular newsbrand (29.5 million) with a strong audience across all platforms: print (10.1 million), PC (8.7 million) and mobile (20.2 million). The Guardian (8.2 million) and Telegraph (7.7 million) are the only other titles to rival the Mail’s PC audience.

Other titles that benefit significantly from mobile readers include The Daily Telegraph (+115%), the Daily Record (156%), the Daily Mirror (124%), The Scotsman (120.7%), the Daily Express (116%) and the Daily Star (109.4%).

See also: NRS PADD: Mobile continues to bolster magazine brands