Herald Scotland and Oxford Mail Top UK Newsbrands for Audience Growth in July

Newsquest local titles Herald Scotland and Oxford Mail led year-on-year audience growth in July among the 50 biggest newsbrands in the United Kingdom, according to the latest data from Ipsos Iris. The publishers were two of only 13 to grow their audience compared to last year, with The Herald seeing the biggest increase, up 60.8% to 2.9 million unique visitors. Oxford Mail followed closely, posting a 32.4% increase to reach three million visitors.

The Herald represents a new entrant to the top 50 ranking in July, replacing entertainment site IGN, which saw its audience decline by 20.1% to 2.1 million. The strong performance by these regional publishers stands out in a landscape where most major newsbrands continue to struggle with declining digital audiences.

Broadcasters and Regional Titles Dominate Growth Rankings

Broadcaster ITV ranked third for year-on-year audience growth in July, posting an increase of 24.2% to reach 18.3 million unique visitors. The broadcaster’s performance highlights the continuing strength of traditional media brands in attracting digital audiences, even as pure-play publishers face headwinds.

Reach also secured two titles in the top ten publishers for year-on-year audience growth during July. Wales Online climbed 19.8% to reach 9.8 million visitors, while the Daily Star increased by 6% to 8.4 million. These gains demonstrate that regional and tabloid-focused publishers can still find ways to expand their reach in an increasingly competitive digital environment.

Majority of Publishers See Year-on-Year Declines

Of the 37 publishers that recorded a decline in audience year on year, the Daily Record experienced the biggest drop, falling 46.8% to 4.4 million visitors. Healthline Media followed with a decline of 40% to 3.8 million, and Time Out dropped 39% to 2.5 million.

Almost half of the publishers-22 in total-saw a decline in audience compared to June, highlighting the month-on-month volatility that characterizes digital news consumption. The two worst-hit publishers for month-on-month audience decline were The Scotsman, down 14.2% to 2.4 million, and film review site Screenrant, down 14% to 3.1 million.

Celebrity Magazines Face Sharp Monthly Declines

Celebrity and entertainment magazines suffered particularly steep drops in July compared to June. Hello! fell 11.1% to 5.7 million visitors, while OK! declined 10% to 2.6 million. The declines come as these publications face increased competition from social media platforms and streaming services for celebrity content and entertainment news.

Despite these challenges, OK! recently launched a special edition celebrating twenty years of Strictly Come Dancing, the BBC dance show that remains one of Britain’s biggest television events. The glossy magazine looks back at the show’s history, from its earliest stars and unforgettable performances to the romances, rivalries, triumphs and tears that keep viewers returning year after year.

Radio and Regional Titles Lead Monthly Growth

Of the 28 publishers that boosted their audience month on month, LBC led growth with a 28.7% increase to four million unique visitors. Wales Online followed with a gain of 28.3%, while The Herald climbed 23.8% compared to June. These impressive monthly gains suggest that talk radio brands and regional publishers continue to find new ways to drive traffic to their digital properties.

Nine out of the ten biggest publishers increased their audience month on month, demonstrating that scale and brand recognition continue to provide advantages in attracting and retaining digital readers. The Independent led this group, increasing its audience by 7.9% compared to June to reach 18.9 million in July.

Top Publishers Show Mixed Year-on-Year Performance

The Telegraph followed The Independent among major publishers, rising 6.7% month-on-month to 17.2 million visitors, while The Sun climbed 5.8% to 21.2 million. These gains underscore the continued dominance of national newsbrands in the UK digital landscape, even as smaller publishers struggle to maintain their footing.

However, only two of the top ten publishers increased their audience year on year, revealing that even the largest newsbrands face challenges in sustaining long-term growth. ITV grew its audience the most among this elite group, followed by the BBC, which rose 7.6% to 43.3 million visitors. The broadcaster continues to command the largest digital audience in the UK by a substantial margin, cementing its position as the country’s most-visited news source.

The data reveals a digital news market characterized by significant volatility and stark divisions between winners and losers. While a handful of regional titles and broadcasters post impressive gains, the majority of publishers continue to face declining audiences, highlighting the ongoing challenges of building sustainable digital news businesses in an era of platform dominance and changing reader habits.