Newspapers retain appeal as new data is published

Nine out of ten adults in the UK read newspapers and magazines, with print publications still reaching more people than phones and tablets, according to a new audience measurement system.

The figures released by the Published Audience Measurement Company (PAMCO) follow a major initiative to produce a transparent method of measuring readership across all print and electronic devices.

The data uses the latest measurement techniques, together with some 35,000 face-to-face interviews, to give a total audience reach figure.

The Scotsman, with a monthly total brand reach of 1.9 million readers, and The Yorkshire Post (1.1 million) – both owned by Johnston Press – enjoy a much wider total audience reach due to a rising number of digital readers.

The initial PAMCO figures show that established media brands have even more influence in the era of “fake news”. Advertisers had been calling for a more accurate representation of real readership.