Gareth Jones, PPA Magnetic Data & Insight Manager takes a look at the latest PAMCo data, and how trusted editorial brands continue to connect with diverse and engaged audiences. 

Comprehensive audience reach and loyalty 

Magazine media reaches 37.4 million adults in the UK every month, which represents 67% of the total adult population. This extensive reach is reinforced by strong cross-platform engagement. 

30 million adults engage with these brands online each month, while 17.5 million adults continue to enjoy the tactile experience of reading printed magazines. 10 million adults are cross-platform readers, consuming content in both print and digital formats, showing a high level of brand loyalty and cross-media consumption. 

Demographic profile and format engagement  

The audience for trusted editorial brands is spread across all age groups, with a total audience split of 27% (16-34), 33% (35-54), and 40% (55+). However, distinct audience preferences emerge across formats: 

• 55+ remain a core audience for trusted editorial brands and print formats maintain exceptional relevance here, over-indexing (124) for this age group. 

• Digital readership sees a more even split (28% for 16-34, 35% for 35-54, and 38% for 55+). This multi-platform structure allows for precise targeting across age groups. 

• Due to the diversity of the audience, the combination of print and digital content provides a great opportunity for brands to reach all age groups in an efficient way. 

Consumers who read trusted editorial brands are passionate 

The latest PAMCo data release shows that, not only do trusted editorial brands have a robust audience but, this audience is reading about the things they love. For example, 16.2 million interested in food and drink read magazine media in print and online each month. This echoes PPA Magnetic’s Craving Conversion work with Ipsos iris which showed the scale of the audience in this category.  

Along with a number of great food brands, magazine media provides a host of titles that engage audiences around other passion points including Travel (14.1 million), Home ideas and DIY (12.9 million), and Fashion and clothes (11.6 million) to name only three. These provide the perfect context for targeted advertising. 

Why this matters 

Trusted editorial brands deliver high-quality audiences that are essential for advertisers seeking commercial returns: 

• Affluent consumers (ABC1): Trusted editorial brands consistently over-index for ABC1 adults across both digital and print formats, providing access to a desirable demographic with higher disposable income. This reach amounts to 19.3 million ABC1 adults on digital platforms and 10.6 million ABC1 adults in print. 

• Advertising in context: Trusted editorial brands provide information, inspiration and communities for consumers around their passions and interests. These are great environments for advertisers to target consumers in in a context relevant to their category and in a state of mind that will be more open to their messaging. 

• Main shopper influence: A significant commercial advantage is the ability to reach the primary decision-maker in the household. Trusted editorial brands over-index for the main shopper on all platforms, collectively reaching almost 30 million main shoppers per month. This strong connection to the individual responsible for household purchasing power provides a direct and highly effective link for commercial activation. 
   
  Click here to read more about PPA Magnetic’s latest insight ‘Craving Conversion’ and the influence and impact of purchase consideration. 
  

Trusted editorial brands continue to offer advertisers both mass reach and premium audience quality, through targeted engagement with key audiences and high quality brand safe environments. It’s the combined power of trust, quality and highly engaged audiences that makes trusted editorial a valuable advertising partner. 

For more information about the latest PAMCo data contact gareth@magnetic.media or visit https://pamco.co.uk/