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BizReport : Advertising archives : May 22, 2013

PPA: Digital magazines boost demand for print editions

The Professional Publishers Association (PPA) in the U.K. has released the Tap Report that confirms there is a strong link between tablet ownership and magazine readership and that digital is not eroding the market for print editions.

by Helen Leggatt

TAP-logo300.ashx.gifRecent studies have suggested that, far from eroding interest in print magazines, digital versions have, in fact, boosted demand for print magazine media. Consumers want both formats and digital editions should not be viewed as replacements for print. Instead, digital editions serve to provide a more engaging, enhanced experience.

According to Marius Cloete, head of research at the PPA, "The two platforms instead appear to be working in combination to expand a consumer's reading repertoire".

The Tap Report, which can be read online, found that 96% of tablet owners have read a printed magazine in the past twelve months, compared to an 80% national average. Furthermore, readers of magazines on tablets are more driven to check out different titles with more than two-thirds (68%) having read magazines on a tablet they had not previously read in print.

Digital magazines allow readers to quickly engage with a brand. Latest figures show recall for ads in digital editions (56%) to be slightly higher than in print (53%). However, digital advertising is more effective at generating further brand interaction via social, a brand's website or other forms of research.

"As we approach Christmas, increasing tablet sales are expected to continue, fuelling more opportunity and distribution for magazine editions," said James Papworth, marketing director at the PPA. "The PPA expects tablet editions to expand in both the number of titles available and copy sales. This is good news for advertisers as the opportunity to engage with magazine brand content is rapidly growing."

Tags: digital edition, magazine industry, print magazine, publishing, tablets

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