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BizReport : Advertising : March 13, 2011


Digital magazines "exploration springboards" for iPad users

There's so much you can do on an iPad - email, gaming, browsing, reading magazines to name a few. Research from publishers Bonnier has found this plethora of activities distracts iPad users to the point where they have trouble focusing on magazine content, but that this could be good for advertisers.

by Helen Leggatt

ipad_logo.pngAccording to Bonnier, readers of magazines on an iPad aren't staying engaged with content and are instead bouncing around between activities.

"If you sit someone down with a magazine, within seconds they're researching the products that they could buy," said Megan Miller, research and development program director at Bonnier. "If they see a snowboard in a snowboarding magazine, they'll bounce over to Amazon to check the prices on it."

While not great news for publishers, who want readers to stay within their publications, advertisers will be cheered by the willingness of readers to use digital magazines as "exploration springboards".

In fact, according to Bonnier, iPad users don't see advertising as an interruption but instead as a relevant part of the digital magazine experience, particularly around topics they are passionate about.

Some of the positive words used to describe advertising included "artistic", "informative", "inspiring", and "fashionable.""

Tags: digital magazine, iPad










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