Publisher subscription platforms’ best-kept secret: Global audiences

What's New in Publishing 27 Jul 2020 07:15

Since the onset of the COVID-19 pandemic, publisher ‘all you can consume’ subscription platforms like Cafeyn, Readly and Magzter, have seen a dramatic increase in consumer uptake. App downloads have increased significantly with high double-digit growth – Readly, for example, saw app downloads increase 62 percent in March 2020 compared to March 2019.

Yet one of the most striking developments hasn’t simply been the growth in app downloads, it has also been the expansion in participating publishers’ audience bases.

On Readly’s platform, 22 percent of viewers to BBC Good Food are readers from outside the UK, with other publications seeing similar upticks – British celebrity magazine Hello! now attracts a 25% foreign audience, whilst Time magazine, the American newsweekly, registers an eye-watering 69% audience from outside its home market.

Speaking exclusively to WNIP, Ranj Begley, UK Managing Director and Chief Content Officer at Readly, says, “In addition to expat communities around the world, there is a strong appetite for people wanting to read content that is not local or native to them. This (appetite) provides a real global reach to our UK magazine titles – attracting new audiences – which is of huge appeal to our publishers.”

Begley says, “By translating some of our top-performing Scandinavian interiors magazines into English it provides further global appeal to these titles – attracting new audiences – which is of huge appeal to our publishers.”

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ReadlyCafeynMagzterUKRanj Begley
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