• Advertising Age, Thursday, March 15, 2012 4:20 PM

Two years after it ventured into tablet publishing for many of its mags, Conde Nast has now begun providing regular readership metrics to its advertisers, reports Nat Ives. Among the stats available: number of readers who actually opened an issue, and the time readers spent with it. Premium advertisers will get more detailed reports.

The publisher also notes that "the growing body of overall information on tablet readership is reinforcing some early impressions that are promising for magazines on tablets," writes Ives. For example, readers tend to browse tablet editions much the way they do print issues, "taking in ads as they go -- instead of jumping directly to specific articles the way web surfers do."

Read the whole story at Advertising Age »