Digital contributed half of all ad revenue at Wired magazine in the final three months of 2012, a first for the title and an encouraging sign for an industry where most big brands still rely overwhelmingly on the difficult business of print. Across the year as a whole, digital ads comprised 45 per cent of total ad sales at Wired, according to the magazine.
The Atlantic has ratcheted digital ad revenue to an even higher share of the total, saying today that digital delivered 59 per cent of its ad revenue in 2012. But Wired has a larger print business, guaranteeing advertisers a paid and verified circulation of 800,000 last year and running 885 ad pages, according to the Media Industry Newsletter, compared with The Atlantic’s rate base of 450,000 and 463 ad pages.
Digital revenue for most magazines still runs at a significantly lower level.