Magazine circulation figures by the Professional Publishers Association (PPA) published last week may show a surge towards digital editions of popular titles such as GQ and Esquire, but how large a chunk of a magazine's circulation is down to the copy you download?

At first glance some of the figures look very promising. Monthly title, BBC History, has recorded an astonishing 693% rise in digital circulation on the year and fashion bible, Vogue, has seen theirs jump up by just over 463%. But as John Reynolds explains, comparing digital only figures with overall circulation totals, paints a very different picture:

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