According to the latest PAMCo data (covering the period June 2021 and September 2022, fused with September 2022 data from Ipsos iris), magazine brands reach 41 million adults in the UK each month – that’s three quarters of people aged over 15.

In line with broader media trends, the special interest media audience is increasingly using digital channels to engage with the content they are passionate about. 34 million adults read magazine content via digital sources each month, with 20.5 million reading the print product. 13.8 million people engage with magazine content across both print and digital channels.

Special interest media continues to offer sizeable audiences, with 12 million 15-34’s and 15.5 million people aged 55+ engaging with magazine content each month. The younger audience has a definite preference for reading digitally, whilst the 55+ age group is more channel agnostic – 10 million reading in print and 11.5 million digitally.

“With the challenges brought by the cost of living crisis, people continue to turn to trusted content provided by special interest media for advice and inspiration. Consumption of magazine content is seen as ‘time well spent’, which combined with a high level of trust in our members brands, provides a great environment for advertisers.”

Sajeeda Merali, CEO of the PPA