Magazine publishers are seeing more advertisers warm up to their iPad editions, reports Ad Age.
In the first quarter, the number of ad units in magazines’ iPad editions jumped 23.6 per cent from the same period in 2012, according to a report from Kantar Media and the Publishers Information Bureau. The report, which looked at 58 magazines with monitored print and iPad editions, found that the number of ad pages in the titles’ print editions was roughly flat in the first quarter, with 10,707. But the number of iPad ad units climbed to 5,961 in 2013 from 4,824 the year prior. Total print ad pages and iPad ad units combined increased 7.5 per cent year-over-year, the report said.
Bloomberg Businessweek’s tablet edition
Magazines reported paid and verified digital circulation of 7.9 million in the second half of last year — just 2.4 per cent of their total print and digital circulation, according to the Alliance for Audited Media. That number does not include every non-replica edition because some publishers don’t report them to the AAM.
One impediment for iPad ads is cost. There are more production costs required for interactivity, and some publishers, including Condé Nast and Meredith, have charged advertisers for interactive elements.
But more print advertisers are opting in, said Chris Kevorkian, chief marketing officer at the MPA-Association of Magazine Media. “There’s real growth in marketers saying “Let’s move on, let’s go into this platform.'”