Heavyweight magazine publisher Conde Nast was one of the first companies to optimize magazines for iOS. The company has been a pioneer of digital periodicals for the iPad since day-one and promised advertisers regular information on tablet readership.
Today Conde Nast has delivered on that promise with information as detailed as individual ad interaction.
Conde Nast publishes magazines like Glamour, Wired and The New Yorker, which are the most popular iPad publications. The company recently gave advertisers metrics regarding its January issues and plans to give data on new issues 10 weeks after they come out.
The basic metrics that advertisers can expect will include:
- the magazine’s paid tablet subscriptions and single-copy sales during the reporting period
- the number of readers that actually opened the issue’s tablet edition, including print subscribers using their complimentary digital access
- the total number of times that readers opened it
- and the time that readers spent with it.
The reason that Conde Nast took so long getting regular readership data to its advertisers has to do with the complicated nature of tablet behavior. The company needed to update magazine apps on a regular basis to include things like offline reading or distinguishing ads from editorials. Once the updates were made, they would then need to be approved by Apple and subsequently downloaded by readers.
In addition to the data above, premium advertisers will receive information regarding how many readers accessed that company’s ad, the total number of times the ad was displayed and how long, on average, readers engaged in it.
Not everyone is happy with the “premium advertisers get the better data” model. Robin Steinberg, executive Vice President for Media Vest believes that all advertisers should benefit from the information. “This type of information should not be held back at outset,” she said. “They should be sharing the good and the bad so we can develop the right experiences for our clients and consumers.”
Interestingly, Scott McDonald, senior VP for research and insights pointed out that consumer behavior with digital editions of magazines is more similar to that of print editions than website behavior.
Conde Nast’s readership metrics will be a positive move for tablet-based magazines because advertisers will have a better grasp of the behavior of consumers and how they can benefit from it.
[Via: Advertising Age]