Mobile readership in flux for magazine brands

Magazine brands BBC Good Food and Radio Times recorded huge mobile readership gains between October 2016 and September 2017, according to the latest figures from NRS PADD.

Of BBC Good Food’s 9.8 million-strong print and digital audience, 7.9 million now come from mobile, meaning mobile and tablet devices increase print and PC readership by 256%. By comparison, its print offering brings in 911,000, while 1.9 million access content via a PC.

Radio Times’ mobile audience grew to more than 4.3 million, helping to take total readership to 7.1 million. The remaining audience split is 2.3 million in print and 1 million on PC.

Meanwhile, OK, Hello, Cosmopolitan, Time Out and NME all saw mobile readership decline over the period; however, it continues to play an especially big part for NME, increasing print and PC readership by 239%, and Cosmo, increasing print and PC readership by 191%.

By comparison, mobile makes less of a difference to the readerships of Hello, OK, Empire and Glamour, where it increases print and PC readership by 43%, 83%, 84% and 89%, respectively.