• by Gavin O'Malley , Staff Writer @mp_gavin, June 16, 2010

The big question: Are consumers actually engaging more with content on newfangled devices like smartphones and tablets? Oh yeah, says Cameron Clayton, VP of Mobile, The Weather Channel. "The iPhone changed everything from an engagement point of view?" To date, the publisher has recorded 10 million downloads, and now sees 5 million unique a month. "The ad story is huge; the paid version is huge," said Clayton. The iPad experience is different, he said. "It's about weekends," when the publisher witnesses a 300-to-400% spike versus the week days.

Rick Levine -- VP, Editorial Operations, Conde Nast -- says GQ readers are spending nearly the same amount of time with iPhone apps -- 65-70 minutes a month – as they do with the magazine -- 80 minutes a month. By contrast, readers spend less than 10 minutes a month browsing GQ.com. "We think that there's a tremendous appeal to getting a magazine digitally," said Levine.

Of particular note, Jeff Litvack -- GM, Global Product Development, The Associated Press -- says he's not seeing the same level of engagement with Android devices compared to Apple devices. He wasn't sure exactly why, but he suggested it has something to do with the "experience."