PAMCo reveals first year-on-year data for magazine brands

The latest cross-platform audience figures for UK magazines (Jan – Dec 18) show a general growth in readership compared to the previous period, with 78% of British adults consuming magazine content each month.

Overall, the entire market saw the majority of magazines grow their monthly total brand reach across the period – with a few notable exceptions, including Immediate Media’s Gardeners’ World (down -16.8% to a reach of just over 1m) and Dennis Publishing’s Auto Express (down -13.4% to a reach of 1.8m)

However, now entering its second year PAMCo is also able to show year-on-year (YoY) data for the first time on all publisher platforms – covering smartphones, tablets, desktop and print. Only eight magazine titles recorded a YoY growth in their total brand reach, whilst 18 saw their reach fall.
[advert position=”left”]
For example, Hearst’s Runner’s World grew its monthly total brand reach the most compared to the same period last year, up 43.2% to a reach of 560,000 – driven by a 137.1% growth in mobile.

TI Media’s TV & Satellite also saw its total brand reach substantially grow, up 25.8% YoY to 1.1m, while Immediate’s Radio Times – which has the highest total brand reach of any magazine at 8.8m – grew its reach 7.6%.

Meanwhile, Time Out saw its monthly total brand reach decline -22.3% YoY to just under 4m and Hearst’s Esquire fell -24.1% to 610,000, despite both recording PoP growth.

Bar two exceptions – The Week and Country Life – brand reach via print was down YoY across the board. Desktop saw a similar story, with all but 5 titles recording a decreased reach compared to the same period last year.

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