Conde Nast — publisher of The New Yorker, Vanity Fair and GQ, among other titles — will for the first time give advertisers information about who is reading the tablet-based versions of its titles.
The publisher, which announced the news Thursday morning to Ad Age, plans to provide such metrics about 10 weeks after the tablet version of each issue appears.
Advertisers, which had been kept in the dark about readers’ engagement with the tablet iterations of the titles, will now be told the number of paid tablet subscriptions and single-copy sales plus the number or readers who opened the tablet edition. In addition, Conde will report the number of times readers opened the issue and how much time each reader spent with it.
Marketers will also get visibility into how many readers saw its ad, the number of times the ad was displayed to the reader, the average time readers spent with the ad and how that compares to the rest of the issue’s ads.
The metrics include viewings on the iPad and the Kindle Fire and will soon include Barnes & Noble’s Nook ereader as well.
Conde has been an enthusiastic adopter of tablet technology and began migrating 12 of its 18 titles over to the format over the past two years. The lack of metrics has been one obstacle to the transition. Others include the growing range of devices and platforms and the lack of a seamless purchasing experience.
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