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February 10, 2012updated 13 Feb 2012 1:37pm

FT and UBM built environment titles release own ‘audience’ figures

By andrew

The Financial Times now reaches a global audience of 2.2 million, according to figures released by the newspaper today.

The figures were compiled using the FT’s own metric – the Average Daily Global Audience (ADGA) – a combination of print, online, mobile and tablet access to the FT.

In November 2011 daily had on average 900,000 unique users, a  36 per cent year-on-year increase, while the number of mobile users rose 66 per cent between May to November 2011 and the number of people accessing the FT on tablets rose 71 per cent during the same period.

Here’s how the FT explains how ADGA works:

ADGA uses a combination of sources including syndicated national and regional readership surveys, unique user and browser data, FT proprietary research based on large samples of the reader base as well as ABC circulation figures.

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The number is divided into channels as well as regions.  Duplicated consumption is removed to produce one global net audience figure, and this has been subject to independent assurance by PricewaterhouseCoopers.

Anita Hague, global research director at the Financial Times, said:

The latest ADGA figures show continued growth since the launch of the measurement model in 2009.  Increasingly, FT readers are comfortably moving between platforms to access our content offering them flexibility in how they receive our world-class journalism.

Equally, this means that advertisers who run a cross-channel campaign are maximising their reach and effectiveness amongst the FT’s premium, global audience.

The latest ABC print circulation figures for January, which were released today, show a 16.5 per cent decline in circulation figures year on year to 319,757, which was 4.3 per cent down on December.

Meanwhile, business publisher UBM has released the first results of its new metric, which operates on similar lines to the FT.

In September, Press Gazette revealed that UBM’s built environment titles – which include Building, Property Week and Building Design – would no longer be audited by the Audit Bureau of Circulation.

Instead, it uses the Weekly Audience Measure (WAM), which also uses the AGDA measure and, like the FT, the figures are independently validated by PricewaterhouseCoopers.

Figures for a typical week in November – combining data from print circulation, readership surveys and unique website users and browsers – show that Building reached an audience of 41,089, Property Week an audience of 39,538 ,and Building Design an audience of 25,426.

Chris Kilbee, managing director of Built Environment’s Media division, said:

In such a fast-moving market, it is vitally important that we provide our customers with the most sophisticated picture of how our readers are engaging with our media brands.

Weekly Audience Measure focuses on truly engaged print and online audience and on key audience demographics to provide customers with the detailed information they need to support their decision-making “.

For more information on the metric, including the certificate itself as well as the detailed methodology underpinning the exercise, visit the Building, Building Design and Property Week websites.

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