Newspaper and magazine audience measurement in Britain underwent a quiet revolution today with the release of the first full set of data from the Publishers Audience Measurement Company (PAMCo) which replaces the National Readership Survey (NRS). I've been crunching the data and here are my top three findings: 1) Day-to-day, print is newspapers’ most important single platform. 2) Tablets aren't "saving newspapers." 3) Newspapers' audiences remain in platform silos.
Readers aged 18–34 are spending nearly twice as much time with newspapers’ print editions than with their websites and apps. In 2016, the 18–34 year old British readers of eight UK national newspapers spent a total of 21.7 billion minutes reading the news brands’ print editions, but just 11.9 billion minutes using their websites and apps. This is one finding from my new study, co-authored with Richard Fletcher from the Reuters Institute at Oxford University.