Smartphones are fuelling Britain’s news and magazine readership amid the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2020, 1:45 PM UTC

UK’s most popular news brands and magazines continue to see an increase in audience reach.

Though news and magazine readership levels have seen a dip compared to the start of coronavirus crisis, the latest Pamco study for April-June 2020 showed double-digit year-on-year growth for most national newspapers. The Times was the biggest gainer with a 75% YoY increase in total brand reach to almost 15 million.

The total newsbrand market – which takes into account all nationals, freesheets and regionals – grew 1% to 49.1 million. Magazine brands saw a 23% YoY increase in their content on the phone, while other mediums fell.

Zenith’s Dave Mulrenan said the digital reach has “fallen away since March” when digital traffic “went through the roof.” But, some brands like the Daily Mail and The Guardian managed to hold on to the audience from March.

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