NOVEMBER 05, 2012

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comScore: Two out of Five Tablet Owners Are Reading Magazines on Device
comScore recently released a study of readership of newspapers and magazines on tablets and found that 40% of tablet users use the device at least once a month to read magazines. One out of 10 use it almost every day to read magazines. Magazine readership on tablets is being driven by men (55% of magazine tablet readers are men), 25-34 year olds (27% more likely than the average tablet owner to read magazines), and higher income people (the majority of tablet magazine readers have a household income of $75K+). Of the four tablets analyzed (iPad, Android Tablet, Kindle Fire and NOOK), readership skewed the highest on Kindle Fire (44%) and lowest on Android (39%).
So what? This report from comScore comes amid a recent wave of research being released on the increased engagement of magazine readers with the tablet experience. comScore's release might serve as a useful talking point to advertisers that magazine readership on tablets has reached a new milestone.
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Industry Viewpoints
Digital Editions Ads Generate Strong Engagement
Analyzing 30,000 digital ads across 1,000 magazine issues, GfK MRI found that among digital edition readers who noticed an ad (55%), the majority of them subsequently interacted with the ad in some way. More than one-third of the readers enlarged an expandable ad, viewed multiple pages of a multi-page ad or accessed a website through an ad containing a link. Other common interactions included watching an advertisement video and downloading an app.
So what? Tablets offer advertisers the opportunity to create immersive experiences that can engage consumers and increase their interaction with brands. With the growing adoption of our digital editions and the Studio’s expertise in developing unique tablet ads, Condé Nast presents an attractive value proposition to advertisers.
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Magazines: A Major Part of Consumer Journey
In a recent webinar, GfK MRI presented the factors they have found to influence consumers' path to purchase. The firm reports that consumers increasingly accept advertisements and compared to 2008 are more likely to say that ads: - Provide useful information. - Help keep them up-to-date about products and services they'd like to have. - Help them decide which products and brands to buy. When asked to compare media, consumers are more likely to say magazines give them better ideas than the internet, television and newspapers on what to purchase to improve their homes' appearance and what clothing to wear. The internet is most impactful on consumers' final purchase decisions, but they are still more likely to get information on products/services from ads in magazines and newspapers than they are from ads on television.
So what? This study demonstrates why magazines positively impact path to purchase. The consumer is opting-in to the ad experience in magazines, while advertisements in other media are seen as intrusive and interruptive, and thus come off as less credible.
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How News Spreads on Twitter
A study conducted by the University of Arizona explored how news from 12 different organizations – including The New York Times, BBC and Condé Nast’s own Wired and Ars Technica – is shared on Twitter. Analyzing the volume and spread of articles based on retweets, the researchers found that the lifespan of articles on Twitter is relatively short, with social sharing typically ending 10-72 hours after an article was originally posted. BBC, Mashable and Wired were most likely to publish articles that gained popularity on Twitter. BBC articles also had the most reach and the highest chance to continue getting retweeted over time. Financial publications like Forbes and Financial Times produced the lowest levels of Twitter user engagement.
So what? Social media is playing an increasingly important role in content distribution and audience development. By analyzing the way its social posts get spread, Condé Nast can gain insight into best practices and build an impactful strategy for disseminating content through social media.
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Quick Takes
Sunday Night Football and American Idol Own Primetime's Most Expensive 30-Second Spots
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One out of Five Americans Now Consider Themselves Religiously Unaffiliated
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The 2012 Presidential Debates Averaged 6.5 Million More Viewers than the 2008 Debates
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 |

Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights