National newspapers: print and digital audiences

3 April 2013

Last month saw the fourth release of NRS PADD, a fusion of NRS and comScore data, which provides the first industry-wide, cross-platform (print and PC) data set on newspaper brand readership. It was the first release to use full year print readership data

The data is timely, as two sector-leading brands (the Daily Telegraph and the Sun) announced in late March 2013 that they would begin charging for digital access. These announcements signal a strategic shift away from a 15 year commitment to digital advertising as the sole source of digital revenues, and consequently, to digital audience scale

This report illustrates NRS PADD audience data and makes some key observations about the varying success with which newspapers have built online audiences

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