The latest cross-platform audience figures, covering April 19 to March 20, from PAMCo have been released and reveal UK newsbrands have received a considerable boost in national newsbrand readership in the lead up to the Covid-19 pandemic and nationwide lockdown.
According to PAMCo - which shows ’total brand reach’ by combining print and digital across different devices - all national titles saw their monthly total brand reach grow significantly both over the period and over the year, despite all continuing to record declining print readership.
Overall, national news readership soared by an extra 6.6 million daily digital readers, according to national newsbrand marketing body Newsworks. National daily readership over print and digital combined has now surpassed 30 million for the first time, while the entire UK newsbrand sector (including regional titles) reaches 49 million people a month, 48 million a week and 40 million people a day.
However the data for the magazine sector show how many special interest titles experienced a decline as the UK began preparing for lockdown.
The precise reasons why different titles performed the way they did is likely to be complex, but generally speaking, it appears the public swapped its reading habits as the pandemic took hold - seeking out hard news, rather than magazine content.