- Digital readers are an attractive target audience for advertisers: well educated and affluent, with a relatively young profile.
- Consumers use digital editions in much the same way as they use printed magazines, but interactive features mean a longer read.
- Readers become deeply engaged with their digital magazines, and are receptive to digital advertising.
- Digital ads perform as well as, or even better than, print ads, including provoking action.
Most digital editions are close replicas of the printed magazines as far as content is concerned, with relatively limited interactive features. Some digital editions do however diverge more substantially in the scope and scale of the interactive features included.
This chapter looks first at consumers’ usage of digital editions, and concludes by examining the impact of the advertisements in them.