Digital magazine readers pay ads more attention

Consumers pay more attention to ads in digital magazines than they do their print counterparts, according to recent research, and most are very or extremely happy with their digital magazine experiences.

by Helen Leggatt

Digital magazines are favored by their users not only for being eco-friendly, but also because of the immediacy of delivery, ability to archive, portability and the ability to interact with content.

More so, a recent study by The Harrison Group for online publisher and distributor Zinio found that advertising in digital magazines commanded more attention from a third of readers.

"Readers feel that the ads are much more interesting, and are much more eager to engage with them because they are interactive," said Jeanniey Mullen, global VP and CMO of Zinio, via Clickz. "This is a key finding."

Other key findings include:

- 47% of subscribers to digital magazines did not subscribe to the print version
- 85% of survey respondents thought it beneficial to be able to interact with ads and advertisers direct
- 39% of respondents thought digital ads looked better than print ads
- 31% thought digital ads were more relevant to them.

Tags: advertising, magazine, online audience, online publishing, print, readership

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