Mag Bag: Condé Nast, Adobe Partner for Digital Metrics


Condé Nast, Adobe Partner for Digital Metrics

With tablet computers and digital magazines soaring in popularity, magazine publishers and media tech firms are scrambling to figure out how to measure digital circulation -- a key question as advertisers explore the capabilities of the burgeoning digital space. 

To that end, this week Condé Nast and Adobe unveiled a joint effort to define and deliver a new set of audience metrics for publishers and advertisers. It is being touted as (potentially) a new standard offering insights into distribution of digital editions, levels of exposure within those editions and audience engagement.

The digital metrics appear to cover most of the big question marks when it comes to digital magazine circulation. Components of the new digital metrics include, among others: "Total Digital Edition Circulation," which is calculated as "Single Copy Sales + Digital Subscribers + Authenticated Readers"; "Total Issue Readers," calculated as the total number of readers that have accessed the digital edition at least once; and "Total Ad Readers," calculated as the total number of digital edition readers that have looked at each ad at least once.



Condé Nast said it will begin making the digital metrics available to advertising clients beginning this fall, with more magazines joining the group through the first half of 2012.

Scott McDonald, senior vice president for research and insights at Condé Nast, said the partnership with Adobe had already turned up some interesting findings: "Our data suggests that reading behaviors with digital editions seem to more closely follow those associated with printed magazines. While this could evolve, it currently indicates that consumption is very different from the consumer's fragmented and short-duration reading on Web sites."

Time Offers "All Access"

Time is consolidating access to its various platforms with a new subscription covering print and digital properties. The $30-per-year "All Access" subscription option includes 56 print issues, complete online access, including a new magazine "channel," and digital issues via devices including the iPad, HP Touchpad and Samsung Galaxy Tab.

Those who don't subscribe to the print or "All Access" edition will not be able to view articles from the print magazine online until three months after their original publication date. Time is also offering a $2.99 monthly subscription option.

Marriott to Lead Source Interlink Biz Intelligence

Source Interlink Media has appointed Senior Vice President John Marriott the head of a new division devoted to business intelligence. He will be responsible for leading research and analysis by a team of data miners and analysts to provide advertisers with consumer insights. Marriott will retain the responsibilities of his previous role as SVP and general manager of Motor Trend Auto Shows. The hoped-for consumer insights, based on interests and buying habits, include new and emerging consumption trends that advertisers can exploit through timely messaging.

Trong to Fashion Editor,

Stephanie Trong has been named the fashion editor at New York's Web site, where she will be responsible for overseeing all fashion, beauty and shopping content.

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