State of Publishing: May 2018 –…

State of Publishing: May 2018 – UK Market

After chilly months, May brought about the sun and some good news to readers.

We celebrated one of the most anticipated events of the year – the Royal Wedding of Prince Harry and Meghan Markle. We also celebrated another yearly tradition – Eurovision, which saw the UK entry, SuRie, most remembered for her stage invader mid-performance. On top of that, people came out of their winter hibernations, with summery weather gracing the two May Bank Holidays.

In this State of Publishing edition, we look at these top stories and more. We track which publisher won online share by story, and why.
We cover these headlines plus more:

  • How did news providers rank in May?
  • Which publications won one of the top stories of the year – The Royal Wedding?
  • How was Google’s Accelerated Mobile Pages (AMP) used to drive traffic to publishers?

Top 20 Publishers


UK State of Publishing: May 2018 - Top Publishers
Visit share in News & Media industry. The above list excludes: BBC Homepage, BBC Good Food, Reddit and weather sites. MoM shows movement in ranking, vs. previous month.

Top Articles in May


The Royal Wedding dominated local news, with the BBC’s, the Telegraph’s and Sky News’ coverage reaching the top 5 domestic articles. International news was more sombre, with tragic shootings and accidents in the US, Belgium and Cuba. Although, feel-good story of Mali “Spiderman”, Mamoudou Gassama, being given French citizenship had topped international news. Our yearly tradition of Eurovision also came around in May, and we looked to the stars with Sky News’ coverage on “How the sun will die”.

UK State of Publishing: May 2018 - Top Articles
Source: Top articles over the month.

The Royal Wedding: Who Was Interested?


In the four weeks leading up to the event, over two million people searched for the Royal Wedding.

Compared to the Royal Baby Luis (the top story from April), the Royal Wedding drew a higher share of male readers (from 43% to 47%). The marriage between Harry and Meghan attracted a younger audience, particularly 18-24 yo, but also reached older readers, including 75+ yo. Interest as well was also spread across the English regions.

UK State of Publishing: May 2018 - Royal Wedding
Source: Hitwise and Kantar Media TGI. Audience = Searches of “royal wedding” and variations of the term. Period = 4 rolling weeks to the Royal Wedding (19-05-2018). Index is compared to the general online population

What did they all have in common? Whilst location, age and gender were spread, Royal Wedding readers had some common values. They like to spend, follow celebrities, and enjoy going out.

UK State of Publishing: May 2018 - Royal Wedding Attitudes Index
Source: Hitwise and Kantar Media TGI. Audience = Searches of “royal wedding” and variations of the term. Period = 4 rolling weeks to the Royal Wedding (19-05-2018). Index is compared to the general online population

The Royal Wedding: Who Won Traffic?


The Telegraph and BBC News won the largest share of “Royal Wedding” searches (at 11%+ share, out of all sites). Compared to other top publishers, The Telegraph and BBC News had the largest share of these articles on AMP.

UK State of Publishing: May 2018 - Royal Wedding Traffic Sources
Source: Searches = All variations of “royal wedding”, 4 rolling weeks to 19-05-2018. Total Share = % share of searches, out of all sites. AMP Share = % share of searches to AMP Pages, out of all sites. % of Traffic on AMP = The proportion of traffic on AMP, per news publisher.

The Telegraph really gained traction in the week prior to the wedding, with their share of searches rising by 154% WoW. The BBC News, as well, saw a 372% WoW surge in the week of the wedding.

UK State of Publishing: May 2018 - Royal Wedding Searches
Source: Searches = All variations of “royal wedding”, 4 rolling weeks to 19-05-2018. Total Share = % share of searches, out of all sites.

Which Publisher Utilised AMP as an Acquisition Source?


AMP was a key driver for The Telegraph in the week prior to the royal wedding, with traffic to their AMP pages rising by 99% WoW. Although at a smaller scale, the BBC News also saw a 162% weekly rise on their AMP pages.

UK State of Publishing: May 2018 - AMP

Source: Searches = All variations of “royal wedding”, 4 rolling weeks to 19-05-2018. Total Share = % share of searches, out of all sites.

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