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BizReport : Advertising archives : March 20, 2012

Tablet reader data released to Conde Nast advertisers

Publisher Conde Nast has begun providing data on its tablet readership to advertisers and, according to the first set of data released, print and digital readers are much the same.

by Helen Leggatt

conde_nast_logo_0-blog-third.jpegAccording to Ad Age, Conde Nast has given advertisers metrics for its January tablet issues. The publisher of titles such as Vanity Fair and Wired intends to provide advertisers with this new digital data 10 weeks after each issue is released.

The data advertisers can expect to receive includes:-

- paid tablet subscription and single-copy sales
- number of readers that opened the tablet issue
- total number of times readers opened the issue
- time spent with each issue.

Advertisers who sign up for premium, interactive ads get the benefit of additional metrics including:-

- number of active subscription and single copy sales
- number of unique readers who accessed a given ad
- total number of engagements with that ad
- average time spent with an ad.

An interesting observation from January's data is that the behavior of digital and print readers is very similar.

According to Ad Age, "Readers typically swipe through tablet editions from front to back, for example, the same way they work their way through print editions. They browse -- taking in ads as they go -- instead of jumping directly to specific articles the way web surfers do."

Tags: advertising, digital publication, digital readership, interactive ads, tablet

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