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FIRST YoY PAMCO DATA: MIXED PICTURE FOR MAGAZINES

PAMCo, now entering its second year, is reporting year-on-year (YoY) data for the first time on all platforms – covering smartphones, tablets, desktop and print. 

Overall, the 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).

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.

Barring 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.

Whilst the figures above do not paint quite a rosy picture for the industry as a whole 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.

TMS12 View

The reporting data clearly demonstrates that print media, much like other media types, needs to be evaluated according to the given target and the strengths of each vehicle.  In an age of increasing market fragmentation and growing consumer choice, depth of engagement and means of access to content is driven by the target audience and not the publisher.  In my view thorough investigation and evaluation of media performance demands an understanding the target audience’s media consumption when they are at their most receptive.  With this focus, PAMCO’s data is a critical key to campaign success.

 Sue Fernando-Solini

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