Gareth Jones, PPA Magnetic Data & Insight Manager takes a look at the power of trusted editorial brands and how they connect with diverse and engaged audiences

Trusted editorial brands in the UK maintain a significant footprint, engaging 38.3 million adults monthly, which is 69% of the population, putting them on par with sites like Facebook.com, Amazon.co.uk and Youtube.com. While digital magazine content reaches 30 million adults, print brands also engage a further 19 million readers every month.

And the audience is remarkably diverse:

• Age dynamics:
  The digital platforms of magazine brands capture a broad range of ages: 8.7 million readers aged 15-34, 10.6 million aged 35-54, and 11.1 million over 55. Print, however, particularly resonates with the 55+ demographic, attracting 8.8 million readers.
• Diverse communities: Magazines connect with various communities, including 1.8 million readers who identify as something other than heterosexual. Notably, print excels in reaching disabled audiences, indexing at 114, representing 3.5 million readers.
• Gender engagement:
  • Men: 16 million men engage with magazines monthly, with 6.5 million preferring print and 13 million digital. Print is especially effective for men aged 55+, reaching 3 million readers (index 125).
  • Women: 21.4 million women read magazines monthly, with 12 million in print and 16.6 million digitally. Print is particularly strong among women aged 55+ (index 119).
• Economic influence: Over 30 million magazine readers are identified as the primary household shoppers, indicating significant purchasing power.

Why this matters

These numbers aren’t just statistics, they highlight the ongoing relevance of magazine media in today’s landscape. Whether in print or digital, magazines are uniquely positioned to connect, engage, and inspire action among a wide and varied audience.

For brands and advertisers, the message is clear: trusted editorial content isn’t just valuable, it’s essential.

*Source: PAMCo H1 2025 Dec’22 – Dec’24 print data fused with Nov’24 Ipsos iris data