Smartphone readership surge fuels pandemic boom for newsbrands and magazines

Campaign 15 Sep 2020 03:01

The UK’s most popular news brands and magazines continued to see significant annual increases in audience reach amid the pandemic, albeit at lower levels than when the coronavirus crisis took hold in the spring.

The latest Pamco figures for the April-June 2020 period showed double-digit year-on-year growth for most national newspapers, with the exception of The Telegraph and the i.

The biggest gainers were The Times – which recorded a remarkable 75% year-on-year increase in total brand reach to just under 15 million, and the Daily Star (up 47% year on year to 12.9 million), with its irreverent front pages criticising the government having helped it stand out on social media during the summer months.

Most national newsbrands were unable to increase audience compared with last year’s bumper quarter, when news consumption surged as people sought information and commentary about Covid-19. Only the tabloid papers managed to record small gains in an otherwise declining period compared with the previous quarter, with the Daily Star and Daily Record up 8% and 5% respectively.

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