That outperforms any other kind of growth reported this ABC period, surely? OK, the numbers aren’t as big, but we’re going from a standing start, this is an industry in its infancy. Growth is always important.

I work at T3, and what’s also apparently being lost in this reporting is we also sell 10k a month of our Zinio digital replica (the figure that every other magazine is quoting, as we are the only iPad edition to have a certified ABC in its own right).

We post annual ABCs, and in Feb this year the Zinio number was recorded around the 7k mark, if we’re going strictly official – which actually takes T3, officially, to around 25k sales a month – more than a third of our 70k circulation, which is the brand’s best ever.

So if you combine T3′s two official digital ABCs, the six-monthly rise from the highest digital ABC in February to now is actually 221%, if we’re talking issue sales not advertising exposure.

Let’s not confuse ABC – a measurement of how many people see an advert and no more – with actual digital sales. They are different. T3 has interactive iPad and Android Editions, alongside Zinio+ version, a flat Kindle Fire one for the US, and there will be more, and not all are yet counted on our ABC.

You’re right, typically mass-market mainstream brands may struggle to find the level of audience they need, but niche brands and cleverly targeted magazines – The Week is a great example – are thriving just fine. Talking about the industry as if it’s one entity rather than digging deeper isn’t doing anyone any favours