Conde Nast to offer 10 weeks of digital readership metrics for advertisers, will have information including paid tablet subscriptions and single-copy sales, tally of readers opening a tablet edition
THETFORD CENTER, Vermont
March 16, 2012
– Conde Nast has finally rolled out the digital metrics that it has promised advertisers.
Tablet editions are a “bright opportunity” for magazine publishers and advertisers, as Folio Magazine describes, but “the value has been difficult to quantify.”
Chris Reynolds, executive director of analytics at Conde Nast told Folio that agencies have been “pretty vocal” in the last 10 months in demanding metrics. The publisher struggled with providing those metrics, but has perfected them by working with online analytics provider Omniture (acquired by Adobe in 2009). At present, the publisher will provide 10 weeks of data for iPad and Kindle Fire editions, and NOOK editions at a later date.
Ad Age described the issue-specific metrics that advertisers can expect:
Advertisers who buy premium interactive ads will get deeper analytics, like the number of unique readers who access a given ad; total number of engagements; and average time spent on an ad.
Conde Nast first began publishing iPad specific digital editions in 2009, and sold advertising based in part on these rich analytics. Its digital titles include Self, Allure, Architectural Digest, The New Yorker, Vogue and Wired, among numerous other lifestyle-heavy titles.