Readership Research
Newspaper readership data: which sources are reliable and how to use them.
PAMCo replaced NRS in the UK in 2018. Scarborough measures US readership. JICREG covers regional UK press.
- PAMCo — Measures UK national newspaper and magazine readership
- JICREG — Covers regional and local UK press readership
- Scarborough — Measures US local and national newspaper readership
PAMCo: how UK national newspaper readership is measured
PAMCo (Publishers Audience Measurement Company) has measured UK print and digital publication audiences since 2018, replacing the long-running NRS (National Readership Survey). PAMCo uses a hybrid methodology: a large online panel of adults who report which publications they have read recently, weighted to the UK adult population using census and other calibration data. The survey asks about 'recent reading' (past week for daily publications, past month for weeklies and monthlies), which provides average issue readership. PAMCo covers several hundred publications including national newspapers, national magazines, and major regional titles. Data is published quarterly. Free summaries are available at pamco.co.uk; detailed cross-tabulations require a subscription.
JICREG: regional press readership measurement
JICREG (Joint Industry Committee for Regional Press Research) provides readership data for regional and local newspapers not covered in PAMCo national surveys. JICREG covers a wide range of titles across the UK using consistent methodology: local telephone and online surveys of residents in each paper's coverage area, asking which local papers they have read. JICREG data includes both total readership and market penetration (percentage of adults in the coverage area who read the publication). This penetration metric is particularly useful for local advertisers evaluating how well a regional paper covers their trading area. JICREG data is available through regional publisher sales teams and at jicreg.co.uk.
ABC circulation data and its relationship to readership
ABC (Audit Bureau of Circulations, UK) and AAM (Alliance for Audited Media, US) audit the number of copies actually distributed for all major publications. ABC data is the industry standard for print circulation: it is independently verified, not publisher-claimed. Circulation is not the same as readership: it tells you how many copies were distributed, not how many people read them. To convert circulation to readership, apply the appropriate readers-per-copy multiplier from PAMCo or JICREG data. Never use unaudited circulation claims from publishers without verification through ABC, AAM, or equivalent audit bodies.
Scarborough and US newspaper readership measurement
Scarborough Research (now operated by Nielsen) is a primary source for US newspaper readership data, covering dozens of major markets. Scarborough uses telephone interviews and online surveys to measure readership of local and national newspapers, providing data by demographics, purchasing behaviour, and geography. The Newspaper Association of America (now News Media Alliance) also publishes aggregate readership data. For smaller US markets not covered by Scarborough, apply a type-based readers-per-copy multiplier: as a rule of thumb many daily titles fall in the range of roughly 2 to 4 readers per copy, with Sunday editions toward the higher end, but the only figure that matters is the one a specific title reports in its media kit. Canadian readership is measured by Vividata, which uses a methodology similar to PAMCo.
Frequently asked questions
What is the difference between PAMCo and NRS readership data?
PAMCo replaced NRS in 2018. Both measure UK print readership using survey methodology, but PAMCo uses a larger panel, an online methodology rather than face-to-face, and includes digital readership alongside print. Historical NRS data remains useful for trend analysis; for current planning, use PAMCo data.
How do I find readership data for a specific newspaper?
For UK nationals: check pamco.co.uk or request data from the publisher's advertising sales team. For UK regionals: check jicreg.co.uk or ask the regional publisher. For US papers: check Scarborough data through the publisher or a media planning tool. Always verify that the data is recent (within 12 months) and ABC-circulation-verified.
Is publisher-supplied readership data reliable?
Publisher-supplied readership data should be treated as a starting point, not a verified fact. Where it is based on PAMCo, JICREG, or Scarborough surveys, it is reliable. Where it is based on publisher-commissioned surveys, verify the methodology. Never accept unaudited claimed circulation figures without ABC or AAM verification.
How often is newspaper readership data updated?
PAMCo publishes quarterly data releases, with rolling 12-month averages also available. JICREG publishes data annually. Scarborough data is typically published semi-annually for major markets. ABC circulation data is published monthly for most major titles. Use the most recent available data for planning, and treat data more than 18 months old as potentially outdated for fast-changing publications.