NRS Readership Estimates - General Magazines

AIR - Latest 12 Months: January - December 2010

Adults

UNWEIGHTED SAMPLE
EST.POPULATION 15+ (000s)

Men

Women

Total

ABC1

C2DE

15-44

45+

Total

Total

36266
49920
(000s)

21840
27446
(000s)

14426
22474
(000s)

14583
24505
(000s)

21683
25415
(000s)

15962
24361
(000s)

20304
25559
(000s)

3373
2364
1807
1580
1147
722
538
503
501
469
433
430
417
404
379
363
327
314
301
271
243
236
230
214
188
187
152
128
115

6.8
4.7
3.6
3.2
2.3
1.4
1.1
1.0
1.0
0.9
0.9
0.9
0.8
0.8
0.8
0.7
0.7
0.6
0.6
0.5
0.5
0.5
0.5
0.4
0.4
0.4
0.3
0.3
0.2

1308
1753
705
681
532
307
370
469
224
405
205
391
135
210
154
172
300
99
181
155
114
74
177
148
135
117
79
55
41

4.8
6.4
2.6
2.5
1.9
1.1
1.3
1.7
0.8
1.5
0.7
1.4
0.5
0.8
0.6
0.6
1.1
0.4
0.7
0.6
0.4
0.3
0.6
0.5
0.5
0.4
0.3
0.2
0.1

2064
612
1102
898
615
415
168
34
276
63
229
40
282
194
225
191
27
215
119
116
129
162
52
66
53
70
73
74
74

9.2
2.7
4.9
4.0
2.7
1.8
0.7
0.2
1.2
0.3
1.0
0.2
1.3
0.9
1.0
0.9
0.1
1.0
0.5
0.5
0.6
0.7
0.2
0.3
0.2
0.3
0.3
0.3
0.3

1858
601
797
738
912
668
247
317
459
293
184
264
235
374
205
197
141
161
261
188
199
123
151
117
62
100
101
34
19

7.6
2.5
3.3
3.0
3.7
2.7
1.0
1.3
1.9
1.2
0.7
1.1
1.0
1.5
0.8
0.8
0.6
0.7
1.1
0.8
0.8
0.5
0.6
0.5
0.3
0.4
0.4
0.1
0.1

1515
1764
1010
842
235
54
291
187
41
176
250
166
182
29
174
167
186
153
39
83
44
113
78
97
126
88
51
95
96

6.0
6.9
4.0
3.3
0.9
0.2
1.1
0.7
0.2
0.7
1.0
0.7
0.7
0.1
0.7
0.7
0.7
0.6
0.2
0.3
0.2
0.4
0.3
0.4
0.5
0.3
0.2
0.4
0.4

1169
1095
599
629
913
638
220
332
456
279
212
158
163
280
143
307
155
278
230
239
194
220
106
46
90
171
121
59
55

4.8
4.5
2.5
2.6
3.7
2.6
0.9
1.4
1.9
1.1
0.9
0.6
0.7
1.1
0.6
1.3
0.6
1.1
0.9
1.0
0.8
0.9
0.4
0.2
0.4
0.7
0.5
0.2
0.2

2204
1269
1208
950
234
84
318
171
45
189
221
273
254
124
236
56
172
37
70
33
50
16
123
168
99
16
31
69
60

8.6
5.0
4.7
3.7
0.9
0.3
1.2
0.7
0.2
0.7
0.9
1.1
1.0
0.5
0.9
0.2
0.7
0.1
0.3
0.1
0.2
0.1
0.5
0.7
0.4
0.1
0.1
0.3
0.2

663

1.3

579

2.1

83

0.4

252

1.0

410

1.6

450

1.8

213

0.8

General Weekly Periodicals

What's on TV
Radio Times
TV Choice
TV Times
Auto Trader
Nuts
The Big Issue
The Economist
Zoo
New Scientist
TV & Satellite Week
The TES/Times Ed Sup
Total TV Guide
Kerrang!
TV Easy
Motorcycle News
The Week
Angling Times
NME/New Musical Exp
Autocar
Match!
Angler's Mail
Time Out
Horse and Hound
Country Life
Auto Express
Autosport
Amateur Gardening
Garden News

H
H
H
H
H
H
H
H
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
T
T
Y
Y
Y
Y
T
T
T

General Fortnightly Periodicals

Private Eye

NRS Readership Estimates - General Magazines

AIR - Latest 12 Months: January - December 2010

Adults

UNWEIGHTED SAMPLE
EST.POPULATION 15+ (000s)

Men

Women

Total

ABC1

C2DE

15-44

45+

Total

Total

36266
49920
(000s)

21840
27446
(000s)

14426
22474
(000s)

14583
24505
(000s)

21683
25415
(000s)

15962
24361
(000s)

20304
25559
(000s)

8092
1991
1834
1495
1222
1214
1144
1142
1029
784
751
699
668
543
537
532
511
469
440
437
395
394
388
381
332
322
297
289
289
285
281
281
272
271
261
248
242
239
237
235
235
217
213
211
183
181
172
157
156
155
132
129
120

16.2
4.0
3.7
3.0
2.4
2.4
2.3
2.3
2.1
1.6
1.5
1.4
1.3
1.1
1.1
1.1
1.0
0.9
0.9
0.9
0.8
0.8
0.8
0.8
0.7
0.6
0.6
0.6
0.6
0.6
0.6
0.6
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.4
0.4
0.4
0.4
0.4
0.3
0.3
0.3
0.3
0.3
0.3
0.2

4831
1460
1057
1065
812
778
756
606
446
525
496
468
419
294
276
269
345
271
311
214
313
170
223
282
157
199
185
206
194
155
203
134
197
171
157
142
134
161
205
161
149
164
145
133
114
120
85
53
94
114
85
76
72

17.6
5.3
3.8
3.9
3.0
2.8
2.8
2.2
1.6
1.9
1.8
1.7
1.5
1.1
1.0
1.0
1.3
1.0
1.1
0.8
1.1
0.6
0.8
1.0
0.6
0.7
0.7
0.8
0.7
0.6
0.7
0.5
0.7
0.6
0.6
0.5
0.5
0.6
0.7
0.6
0.5
0.6
0.5
0.5
0.4
0.4
0.3
0.2
0.3
0.4
0.3
0.3
0.3

3261
532
778
431
410
436
388
536
583
259
254
231
249
249
261
263
166
198
128
223
82
224
165
99
175
123
112
83
95
129
77
147
75
100
104
105
109
78
32
74
86
52
68
78
69
61
87
104
62
41
47
53
48

14.5
2.4
3.5
1.9
1.8
1.9
1.7
2.4
2.6
1.2
1.1
1.0
1.1
1.1
1.2
1.2
0.7
0.9
0.6
1.0
0.4
1.0
0.7
0.4
0.8
0.5
0.5
0.4
0.4
0.6
0.3
0.7
0.3
0.4
0.5
0.5
0.5
0.3
0.1
0.3
0.4
0.2
0.3
0.3
0.3
0.3
0.4
0.5
0.3
0.2
0.2
0.2
0.2

4544
965
1407
44
294
301
975
1033
960
674
389
595
589
483
360
471
445
282
156
397
258
283
148
313
209
185
135
242
122
186
130
142
138
123
174
159
179
126
109
201
120
58
130
144
134
66
128
136
43
127
58
28
49

18.5
3.9
5.7
0.2
1.2
1.2
4.0
4.2
3.9
2.7
1.6
2.4
2.4
2.0
1.5
1.9
1.8
1.2
0.6
1.6
1.1
1.2
0.6
1.3
0.9
0.8
0.6
1.0
0.5
0.8
0.5
0.6
0.6
0.5
0.7
0.6
0.7
0.5
0.4
0.8
0.5
0.2
0.5
0.6
0.5
0.3
0.5
0.6
0.2
0.5
0.2
0.1
0.2

3548
1027
427
1451
928
914
170
109
69
110
362
104
79
60
177
60
66
187
283
40
137
111
240
68
123
137
162
47
167
99
151
139
134
149
87
89
63
113
128
34
115
159
83
67
49
115
45
21
113
27
74
102
71

14.0
4.0
1.7
5.7
3.7
3.6
0.7
0.4
0.3
0.4
1.4
0.4
0.3
0.2
0.7
0.2
0.3
0.7
1.1
0.2
0.5
0.4
0.9
0.3
0.5
0.5
0.6
0.2
0.7
0.4
0.6
0.5
0.5
0.6
0.3
0.3
0.2
0.4
0.5
0.1
0.5
0.6
0.3
0.3
0.2
0.5
0.2
0.1
0.4
0.1
0.3
0.4
0.3

4126
1169
1549
573
472
581
994
998
881
573
627
647
599
418
460
479
365
391
369
394
237
352
328
333
280
207
171
254
259
239
164
241
243
177
230
205
207
198
148
208
221
120
136
162
148
124
154
37
87
137
78
45
96

16.9
4.8
6.4
2.4
1.9
2.4
4.1
4.1
3.6
2.4
2.6
2.7
2.5
1.7
1.9
2.0
1.5
1.6
1.5
1.6
1.0
1.4
1.3
1.4
1.1
0.9
0.7
1.0
1.1
1.0
0.7
1.0
1.0
0.7
0.9
0.8
0.9
0.8
0.6
0.9
0.9
0.5
0.6
0.7
0.6
0.5
0.6
0.2
0.4
0.6
0.3
0.2
0.4

3966
823
285
922
751
633
150
144
148
210
124
52
69
126
77
53
147
78
71
43
158
41
61
48
52
114
126
34
30
46
117
39
28
94
31
43
35
41
89
27
14
97
77
49
35
57
18
120
69
18
54
85
24

15.5
3.2
1.1
3.6
2.9
2.5
0.6
0.6
0.6
0.8
0.5
0.2
0.3
0.5
0.3
0.2
0.6
0.3
0.3
0.2
0.6
0.2
0.2
0.2
0.2
0.4
0.5
0.1
0.1
0.2
0.5
0.2
0.1
0.4
0.1
0.2
0.1
0.2
0.3
0.1
0.1
0.4
0.3
0.2
0.1
0.2
0.1
0.5
0.3
0.1
0.2
0.3
0.1

2831
2608

5.7
5.2

1658
1541

6.0
5.6

1173
1067

5.2
4.7

1773
1644

7.2
6.7

1057
964

4.2
3.8

2110
1445

8.7
5.9

721
1163

2.8
4.6

3484
448
241

7.0
0.9
0.5

2770
355
184

10.1
1.3
0.7

714
93
56

3.2
0.4
0.3

830
127
110

3.4
0.5
0.4

2654
321
131

10.4
1.3
0.5

1482
202
70

6.1
0.8
0.3

2003
246
171

7.8
1.0
0.7

General Monthly Periodicals

Sky Magazine
National Geographic
BBC Top Gear
Saga Magazine
BBC Gardeners' World
Reader's Digest
Men's Health
FHM
Xbox360 Off Xbox Mag
Empire
What Car?
FourFourTwo
Men's Fitness
Total Film
F1 Racing
PC Gamer
Q
Rugby World
Golf Monthly
Loaded
Runner's World
World Soccer
Classic Cars
GQ
Superbike
Digital Photo
BBC Wildlife
Stuff
Golf World
Bike
BBC History Magazine
Sporting Gun
Classc and Sportscar
Practical Photogrphy
What Hi-Fi? Snd&Vis
Land Rover Owner Int
Ride
Today's Golfer
High Life
Evo
Practical Classics
Classic FM Magazine
BBC Music Magazine
Mojo
Car
Practical Boat Owner
Performance Bikes
Top of the Pops Mag
The Field
Esquire
Moneywise
Garden Answers
Trout and Salmon

HZD
H
H
H
H
HZ
H
HZ
H
H
H
H
Y
Y
Y
Y
HZ
Y
H
Y
Y
Y
YZ
YZ
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
T
Y
Y
T
Y
Y
T
Y
T
T
T
T
T
T
T
T
T

General Bimonthly Periodicals

Sky Sports
Sky Movies

HF
HF

General Quarterly Periodicals

The Nat Trust Mag
Heritage Today
Books Quarterly

H
H
Y

PUBLICATION SYMBOLS
The notes below refer to the publication symbols which follow the publication names in this report.
H May be analysed on a base of 6 months or longer.
Y May be analysed on a base of 12 months or longer.
T May be analysed on a base of 24 months or longer.
A Publications suffixed by the letter 'A' have suffered significant losses in circulation during the period covered by the report
and the published data have been adjusted.
D SKY MAGAZINE. SkyMag changed its name to Sky Magazine in December 2009, effective on the questionnaire from February 2010.
WAITROSE KITCHEN. Waitrose Food Illustrated changed its name to Waitrose Kitchen in April 2010, effective on the questionnaire from July 2010.
F SKY MOVIES MAGAZINE. Due to a change in its publication frequency, Sky Movies Magazine has been treated by
NRS as a bi-monthly since April 2010; prior to that it was treated as a monthly. The estimates published for this period are based on
a combination of a monthly frequency for January - March 2010 and a bi-monthly frequency for April December 2010.
SKY SPORTS MAGAZINE. Due to a change in its publication frequency, Sky Sports Magazine has been treated by
NRS as a bi-monthly since April 2010; prior to that it was treated as a monthly. The estimates published for this period are based on
a combination of a monthly frequency for January - March 2010 and a bi-monthly frequency for April December 2010.
J REGIONAL DAILY NEWSPAPERS. Net readership figures are shown for two groups of regional titles: ANY REGIONAL
MORNING OR EVENING and ANY REGIONAL EVENING. For titles which are not published on a Saturday, claims for Monday interviewed
respondents are simulated based on Tuesday-Saturday results.
L Published data for the LONDON EVENING STANDARD and METRO relate to Monday - Friday readership (Tuesday - Saturday interviews).
Claims for Monday interviewed respondents have been simulated, based on Tuesday - Saturday results.
M The combined figures for the DAILY MIRROR/RECORD are net readership figures for the Daily Mirror and the Daily Record.
N The following title appeared on a Masthead screen for New Titles during the past 12 months:
JOHN LEWIS EDITION (November 2009 - December 2010)
P Net and gross readership figures for NATIONAL DAILY NEWSPAPERS include all national daily newspapers with a recommended
minimum analysis base of 6 months.
Net and gross readership figures for NATIONAL SUNDAY NEWSPAPERS include all national Sunday newspapers with a recommended
minimum analysis base of 6 months.
R INDIVIDUAL REGIONAL MORNING and EVENING NEWSPAPERS. Data for certain regional morning and evening newspapers
are published individually in this report.
W Figures for FREE and PAID FOR LOCAL WEEKLY NEWSPAPERS are obtained by a special question. It should be noted that
they are not obtained by the standard EML method. No individual titles are asked about. Results are shown for readership in
the past seven days.
X Figures for Eureka (The Times) are available from April 2010. The figures shown for this publication under the
heading DATA FOR OTHER PERIODS are based on 9 months April December 2010.
Figures for Observer Food Monthly are available from May 2010. The figures shown for this publication under the
heading DATA FOR OTHER PERIODS are based on 8 months May December 2010.
Figures for Buzz (The Sun) are available from November 2010. The figures shown for this publication under the
heading DATA FOR OTHER PERIODS are based on 2 months November December 2010.
Z FHM, GQ, OK! and Q are shown on the publication screen in larger type-face, and in inverted commas.
Reader's Digest was part of an EML split-sample experiment during July 1999 - June 2000.
SKY MAGAZINE and CLASSIC CARS - Please refer to the cautions in Bulletin 127 regarding analysis of data for these publications.