• Advertising Age, Friday, May 4, 2012 2:53 PM

Print media buyers want more information about magazines' tablet metrics than were recommended by the MPA to its members last month, according to a letter the 4A's Print Media Committee sent to the MPA.

While, writes Nat Ives, the MPA suggested that publishers tell buyers "how many tablet editions were paid for by consumers [and] how many tablet editions were actually opened," the 4A's committe expanded that to "breaking out tablet-audience metrics by subscription and single-copy sales," according to the letter. Other requests included "information on consumer engagement with ads customized for tablet editions and separate paid circulation guarantees for print and digital circulation," writes Ives.

The MPA responded positively to the letter, saying its members "look forward to discussing the points that were raised," according to a statement.

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