Digital Magazines versus Web Sites

Of the many marketing related newsletters that came into my inbox today, this one from the Center for Media Research stands out: Also posted on the MediaPost website, the article, titled “Display Ads Viewed Longer on Digital Magazines”, makes a case for the performance of advertising on the digital editions of magazines.

On average, according to a study by Smarter Media Sales, interactive magazines are viewed for 20-30 minutes versus the 8-10 minute length of visit for the average website.

Other interesting aspects of the study include the finding that respondents found ads in digital magazines more helpful than ads in other electronic media, while mobile phone ads were ranked as the least interesting.  Of key interest to those publishers or editors of digital editions of traditional media is the impact of “digital extras”, which may include video, extra photos, audio and more.   In fact the article found that about 20% of the respondents said they play a “digital extra” before moving on to another article.  For more information about the study please visit this site.