Size Matters in the UK

Audiences for print, online and events will be listed together for what is allegedly the first time ever in this week's Audit Bureau of Circulations release.


The Guardian reports that the average circulation of magazines proffered by the BBC and IPC Media will be featured alongside audience figures for other platforms, which common practice among newspaper publishers but unheard-of in the magazine world.

CEO Chris Boyd of the Bureau pointed out, "It has never been so important for media owners and buyers to consider full brand reach when making decisions […] The report enables media owners to offer agencies and advertisers verified, cross-platform data in an increasingly complex market - something that will become ever more important."

BBC Magazines will be the first to make the move. The firm also audits event attendance, in addition to online and print.

Its report, which will cover the period between January and June, will include circulation for seven magazines, attendance figures for four events, and user data for two online platforms.

Gen Y Reads More Print, Not Less, than Older Counterparts

Despite worries that tech-savvy Gen Yers are ditching print media for digital, research house McPheters & Co. finds that 19-34 year-olds are actually reading more consumer magazines than older consumers, reports MediaPost.

After reporting the results, McPheters assumed they were skewed due to a low sample. To ensure accuracy, the group checked a similar study conducted last year by Readership.com across 8,400 pollsters. It confirmed that "adults in the 19-24 and 25-34 age groups reported that they read a larger number of both different magazine titles and specific magazine issues than their older counterparts," said company partner John McPheters of McPheters & Co.

"This evidence speaks directly to the growing concern that younger audiences are abandoning the hard-copy magazines for the Internet and other forms of media. It simply has not happened," he added.

MarketingCharts offers more data from the survey, including tables.