The shift to digital was once a challenge for publishers, even a threat, according to Chris Reynolds, vp of marketing analytics at Conde Nast. Consumer adoption of tablet devices made that shift easier because the form factor for tablets is so close to what publishers are used to: print. The difference is that tablet devices provide a bigger opportunity for advertising and content, adding interactive elements that were never possible in print.
“The full-page takeover has been one of the most effective for brand impact on the Web,” said Reynolds. “On tablets, there’s a new opportunity to take advantage of that because you can do full-page takeovers every few pages and add interactive elements like slideshows or video right into the ad.”
The publisher’s mobile traffic was at about 24 percent in January 2013, with tablets representing about 10 percent on average across the network. Titles like GQ and Teen Vogue see numbers upwards of 40 percent on mobile. However high these numbers seem, Reynolds said that advertisers don’t come asking for tablet-specific campaigns. Any ads seen in tablet apps or via the Web on tablet are usually part of a multiscreen buy.
For the iPad editions of its magazines, Conde Nast provides advertisers with metrics such as number of paid subscriptions, number of single copy sales, number of readers that actually opened the edition and the total number of times that readers opened it, along with time spent.
The company is finding that the most popular content for tablets depends on the title. Golf Digest sees great success with video. Generally speaking, long-form editorial content like actual stories, video and slideshows do well across the board because the tablet is a lean-back device, where consumers aren’t looking for short snippets of content like they are on a mobile phone, for example.