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The publisher of tiles such as Total Film said the share of copy sales through subscriptions for the group worldwide were 48% during the period, compared to 42% in the same period a year earlier.

In the UK, one fifth of circulation volume now comes from subscriptions, the company said.

Stevie Spring, chief executive of the group, said that a realistic target would be for around 30% of UK circulation volume to be derived from subscriptions. Although she noted that the publisher would still look to manage its titles profitably.

The magazine publisher, which reported a like-for-like 17% year-on-year rise in profit, said online ad revenue was up 31%, making up 19% of ad revenues, with print advertising dropping 4% in the period.

Revenues for the half year were £78.3m, down from £84m in the previous year.

The business returned to profit last year after carrying out a restructuring that involved closing dozens of magazines, selling its French and Italian units and cutting costs.