The latest NRS PADD results were released on Wednesday, covering July 2015 right through to June of this year. As ever for a really in-depth look at all the results you can head over to the National Readership Survey website. Stick with us however for a brief guide through what we think the results mean to you.

 

Mobile on the march

 

A combination of ever increasing mobile access and the demand for information post-Brexit has meant huge boosts for newsbrands between July 2015 and June of this year. An increase of 3.4 million readers for the Guardian across print and digital over the last period, and another strong show from the Daily Mail – maintaining its position as the most popular newsbrand – with a total audience of more than 30 million, shows the strength of the overall market.

 

Of particular note over this period was the Independent. After deciding to take the plunge and go online only back in March the eyes of many in the industry have been on the Independent to see what kind of impact this would have on their audience, and where their loyal remaining print audience would turn. And the initial signs have been rosy. Gaining 2.3 million additional readers, there has certainly been no immediate short term signs to say that owner Evgeny Lebedev was wrong to ditch the print edition.

 

As we have seen in the most recent ABC national print results for both magazines and newspapers and the RAJAR national listening figures over the last quarter however – it is clear that the EU referendum and subsequent Brexit results have sent readers in their droves to news sources across a variety of different media sources.

 

While mobile was again the main driver of this change, with 22.5 million of the Guardian’s readers coming from mobile (followed by desktop at nearly 9m and then print at just over 4m), and 21.5 million of the Daily Mail’s audience coming from mobile (followed by print at 10.2m and PC at 8.6m), it is true that print also saw boosts over the second quarter of 2016. The Times for instance claimed their highest circulation of the year in the immediate aftermath of Brexit, adding 100,000 copies (up 18%) the Saturday following the results, while other print editions such as The Daily Mirror and The Sun also saw similar noteworthy increases.

 

Indeed, while Trinity Mirror’s The New Day closed almost as soon as it was brought to market, the launch of another print paper post-Brexit, in the shape of The New European, seems to yet again fly in the face of conceived industry logic. Print continues to show enough promise to warrant continued investment.

 

As David Pidgeon of Mediatel points out in relation to the latest ABC circulation figures (showing a sales slide across the market post-brexit) it will be the next quarter that will be the key milestone for the Independent’s digital-only experiment.

 

Print magazines still a hit

 

A print market that is certainly not waning in popularity is that of the magazine brands. With half of the 14 titles surveyed drawing in a majority print readership between July 2015 and June 2016, magazines continue to perform well.

 

Unlike what we have seen in the national newspapers, magazine brands have not felt the same kind of declines and print editions continue to claim a healthy audience share. This is not to underestimate mobile however, which accounts for more that half the total readership of BBC Good Food, Time Out and NME in this period.

 

These latest NRS PADD results show a great deal of opportunity for brands and advertisers to take advantage of the huge demand for media in all formats. If you’d like to know more about the latest NRS PADD results and what they mean to you, or you’d like to know how we can help you plan and take advantage of the best media opportunities to advertise your brand, then get in touch – we’d love to hear from you!

 

By Paul Gregson