Magazines record strong readership in both print and mobile

While print makes up the bulk of readership for Hello, Heat and Men’s Health, mobile continues to play a growing role for the majority of the magazine brands.

According to the latest NRS and AMP data* for the July 2016 – June 2017 period, mobile increases NME’s total print and digital readership by 250%, Cosmopolitan’s by 163% and BBC Good Food’s by 161%. More than half of OK’s total readership also comes from mobile.

While BBC Good Food and NME are the only titles of the 11 surveyed where PC readership is greater than print, by contrast very few people access print-dominated titles Hello, Heat and Men’s Health via PC.

In fact, of Heat’s almost 2-million strong audience, just 78,000 come from PC, compared with 807,000 on mobile and 1.3 million from print.

For Glamour and Radio Times, readership is split evenly between print and mobile, while PC accounts for a fifth of Radio Times’ 5.5 million readers.

Note on the data

*The data is now based on 50% NRS print data and 50% AMP print data. AMP – Audience Measurement for Publishers – is the new currency for published media in the UK and produces de-duplicated brand reach data across mobile, tablet, PC and print. NRS data will now be published with an incremental proportion of AMP data for each subsequent quarter in 2017

The first 100% AMP dataset covering the period of January 2017 to December 2017 will be released in February 2018. The 100% AMP data sets will allow the market to plan de-duplicated reach and frequency campaigns across all platform for the first time, enabling publishers to properly commercialise their huge mobile audiences.

Due to the different methodologies, the PAMCo Board have mandated that NRS and AMP data should not be compared for commercial or marketing purposes.