Daily Mail group claims it now reaches 45 per cent of the British population

New research shows that Associated Newspapers’ print and online titles have a combined reach of 45 per cent of the British population, the company’s digital division claimed today.

The finding was the result of new cross-media readership research undertaken by Associated Northcliffe Digital, the digital division of Daily Mail and General Trust.

The group’s national newspapers division, which publishes the print and online editions of the Daily Mail, Mail on Sunday, Evening Standard, London Lite, along with financial website This is Money, is read by 22 million adults, the company said.

The research, was carried out by Survey Interactive across 38 websites operated by AND. The company says 60,000 people responded to the survey, which included a profiling questionnaire that examined demographics, an overview of online behaviour, newspaper readership and sector specific questions.

Some of the regional news data from the AND study will be used to inform the Portfolio Audience Project, which was launched last year by the Newspaper Society working with the Joint Industry Committee for Regional Press Research (Jicreg) and ABCe, to develop new ways of measuring audience across media.

Newspaper groups have been working to establish new ways to measure their audience across print and online media using survey methods to de-duplicate readers reflected in existing print circulation and online traffic figures.

Last month, another newspaper group with regional and national titles, Trinity Mirror, unveiled cross-media reach research. Trinity Mirror said its research showed that its websites added 10 per cent to its print audience reach.

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