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BizReport : Blogs & Content archives : April 03, 2012

Reports: More content consumed online

As more tablets become available consumers are changing the way they engage with content. Both video and the written word are being consumed at high rates, with many experts pointing out that mobile devices make it 'easier' to watch, read and stay up to date.

by Kristina Knight

Hearst Magazines is now releasing some paid content metrics from tablet editions to its advertisers. Cosmopolitan, the company reports, has surpassed 100,000 paid, digital subscriptions; Hearst expects to pass the million-paid mark by year's end. Across their magazine portfolio, Hearst reports more than 500,000 paid, digital subscriptions.

"We have been extremely pleased with the engagement metrics that we've seen to date, although the analytics are still in their infancy," said David Carey, President, Hearst Magazines. "As we get more reliable data from manufacturers, we'll be able to share more with our advertising partners. And as we build what we feel is a sustainable business model in the tablet space, the premium paying audience we are delivering to our advertisers will continue to grow--and that's exciting for both parties."

It isn't only written content that people are looking for online. New data from comScore finds tablets and smartphones drove about 20% of online traffic during the first round of the NCAA Men's Basketball Tournament. Overall, sports category traffic increased 79% that day.

"Over the past several years we've seen fans become more reliant on the web for NCAA tournament coverage, especially while they're tied to their desks at work during the first round matchups. As media formats continue to evolve, we're rapidly seeing America's national college basketball obsession increasingly bleed over to other screens like smartphones and tablets," said Debbie Bradley, Sr. Director at comScore. "While all-encompassing media events like the NCAA Tournament might eat into the content people typically consume, it actually appears that most usage is incremental content consumption."

Tags: comScore, content consumption, Hearst Magazines, online content, tablet content, tablet trends

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