• by Erik Sass  @eriksass1, October 6, 2011

A Tablet Research Bonanza

Advertising Week has triggered an outpouring of tablet research and guides galore from industry organizations and research firms. Following is a quick roundup of this veritable raft of research, focusing on its implications for magazines.

First up is the Magazine Publishers of America, which produced a guide titled "Personal Mobile Devices: Tablets, E-Readers and Smartphones - Implications for Publishers and Advertisers." Filled with relevant historical reference points, statistics, trends and predictions, the guide is available here.

The MPA guide is organized into nine sections that compare and contrast different devices, including the size of the market, demographics, growth projections, capabilities and characteristics and evaluating the various application development options, including native, Web-based, and replica.

The guide also addresses a range of advertising issues, including creative, revenue, and audience measurement, and examines current distribution models, including digital newsstands, aggregators and curators. Finally, it also covers topics like HTML5, increasing network speed, and changes in consumer content-consumption behavior.

Next up is the Interactive Advertising Bureau's "Tablet Buyers Guide" available for download. The guide, unveiled at the IAB's Mixx Conference on Monday, is aimed at marketers and agencies to provide a road map to the new terrain, with input from big publishers including Conde Nast, Hearst, IDG and The New York Times, among others.

The IAB guide covers the basic technical aspects of tablets as well as their advertising capabilities, including advice on planning and executing campaigns. Along the way, the IAB report clarifies some issues surrounding tablet advertising by distinguishing between some of the major ad formats, including in-app ads and various types of tablet Web ads.

Finally, GfK MRI released a "Digital Update" on tablet use drawing on data from its online iPanel, which is composed of more than 3,000 adult eReader and tablet owners. GfK MRI focused on changes in media consumption patterns among tablet owners: for example, 44% of tablet owners say they read printed books less often, 42% say they read hard copy newspapers less often, and 41% say they use a desktop or laptop computer less often as a result of owning a tablet.

GfK MRI also found that among tablet owners who play video games, a majority say they use their game console or handheld game less often because they own a tablet. Games are the most popular type of app, with 69% of tablet owners saying they used a games app in the last 30 days. That's followed by apps for social networking (59%), weather (58%), music (53%), and entertainment (48%). Newspaper and magazine apps were less popular, with roughly a quarter of tablet owners saying they used one in the last 30 days.

Gimme Some Skin: ESPN Body Issue Hits Newsstands

ESPN The Magazine's annual "Body Issue" is set to hit newsstands this Friday, with four different covers issuing their siren calls to passersby. These include Hope Solo, of women's soccer and "Dancing With the Stars" fame; Clippers forward Blake Griffin; Mets player Jose Reyes and pro snowboarder Gretchen Bleiler. This is the third annual "Body Issue" from ESPN The Magazine, which has previously insisted it is not intended to compete with Sports Illustrated's Swimsuit Issue.

Spin Reduces Frequency, Rate Base

Hipster music title Spin is planning to reduce its frequency and its rate base beginning in March 2012, according to Folio. Its frequency will be reduced from monthly to bimonthly, while the rate base will be cut from 450,000 to 350,000. At the same time, the trim size will increase to 9.5 by 12 inches.

Chang To Executive Editor, Marie Claire

Marie Claire has appointed Joyce M. Chang to the position of executive editor, replacing Anne Fulenwider, who has moved to be editor in chief of Brides Magazine. Chang previously served as deputy editor at People StyleWatch. Marie Claire also announced that Geraldine Sealey is joining the magazine as editor at large. She previously served as deputy editor for features at Martha Stewart Living Omnimedia's Whole Living. She replaces Abigail Pesta, who left to become editorial director of global women's news at Newsweek and The Daily Beast.