The Guardian is the most trusted newspaper in Britain as well as being the most read quality news outlet, and the most popular quality news outlet among younger readers, according to industry figures released on Monday.
The Guardian is now reaching more than 23 million British adults every month, with the organisation’s articles being read by 12 million Britons in a typical week and 4.1 million on the average day, aided by the decision to keep the website free for all readers.
In addition, more than 97% of online readers think that reading the Guardian is time well spent, which is the highest score among all national publishers in the country. The figure rises to 99% among Guardian print readers.
Readers of the Guardian website were also substantially more likely to say that they felt a close connection to the outlet, that it offered them something they could not get elsewhere, and that they trusted its reporting. The Observer topped the equivalent rankings for Sunday newspapers.
“This fantastic set of results demonstrates the Guardian’s unique position in the media,” said the editor-in-chief, Katharine Viner. “We see consistently high scores for trust and engagement from both our digital and print readers, and it is excellent news that the Guardian resonates so strongly with younger audiences, too.”
The figures cover the period October 2017 to September 2018 and were produced by the Publishers Audience Measurement Company (PAMCo), which last year replaced the traditional National Readership Survey as the industry standard method of measuring the influence and reach of publications.
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