News UK is championing the apparent success of its digital subscription model after the number of digital subscriptions for The Times and Sunday Times surged 20% to 255,000 for the year.

At this level digital subscriptions now exceed traditional print subscriptions which sit at 245,000, a psychologically significant milestone for the publisher as it reorients its business.

Total subscribers hit half a million at the end of June with a further 3.75m registered access users signing up to receive two complimentary articles every week from both titles.

Rebekah Brooks, CEO of News UK, said: “We’re delighted to reach half a million subscribers which is testament to our digital transformation and reflects growing demand for quality news and opinion. Since launching digital subscriptions in 2010 we have continued to innovate and invest in world class journalism and understand more about what both customers and advertisers want and need. Both print and digital subscribers are staying longer and spending more and we believe there continues to be potential to attract new audiences.”

The Times has an average daily print circulation of 431,053 according to the Publishers Audience Measurement Company.