The explosive growth of tablet computers promises new opportunities for magazine publishers and advertisers alike.
As more and more people read magazines on tablet computers, advertisers stand to regain the ability to track results. A recent study by Comscore reports that 40% of all tablet owners already use it to access magazine content. According to the Magazine Publishers Association, 59% of tablet owners who access magazine content online are interested in buying directly from tablet ads, and 70% would like to buy directly from articles and features.
What’s more, online magazines may prove to be an effective way to reach younger audiences. At last week’s Direct Gardening Association conference, which included a panel discussion on Reaching the Digital Audience, I was pleasantly surprised to learn that printed gardening magazines and online communications from the same publisher reach substantially different audiences. Digital media isn’t cannibalizing print media, but expanding the market instead.
If you’re looking for ways to reach a younger audience … or if you’ve turned your back on print media because it’s so difficult to track results … digital publishing could change all that in the very near future.