Conde Nast begins providing ad metrics

Interesting notes from this article in AdAge: Two Years Into Tablet Editions, Conde Nast Begins Regular Readership Reports

List of metrics:

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.

Each marketer that pays Conde Nast for a premium ad or at least a hotlink will get even more interesting information: how many readers accessed its individual ad, the total number of times that ad was displayed, the average time readers spent on it, and how all those results compare with the issue’s advertising as a whole.

And also:

The growing body of overall information on tablet readership is reinforcing some early impressions that are promising for magazines on tablets, according to Conde Nast.

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.

“Consumer behavior with digital editions of magazines is very much like their behavior with print editions of magazines, and very much unlike their behavior with websites,” Mr. McDonald said.

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