Magazine Industry Develops Set of Voluntary Guidelines to Drive Growth of Advertising on Tablets
“The iPad has been around for two years, while magazine brands have been available on digital newsstands for less than a year,” said Michael Clinton, MPA Chairman and President, Marketing and Publishing Director, Hearst Magazines. “In that short period of time, magazine brands have already established a strong relationship with readers. That new experience requires new language and baseline metrics for the magazine media planning community. This initiative will enable a broader understanding of the power of tablet magazines and facilitate faster adoption of tablet advertising.”
“This initiative and the increased transparency it provides will enable Ford and our agency partners to better leverage our marketing dollars in this growing consumer media platform,” said Matt VanDyke, Director, Marketing Communications U.S., Ford Motor Company
The Task Force also created an initial set of terms and definitions that provide advertisers and publishers with a suggested common language.
Link also announced voluntary time frames for the release of tablet metrics. For monthlies, the MPA Tablet Metrics Task Force recommends the release of metrics data in 10 weeks from the newsstand on-sale date. For weeklies, the Task Force suggests the release of metrics data in seven weeks from the newsstand on-sale date. The time frames provide a four-week window for the extended capture of metrics as well as a two-week period of data analysis.
“This voluntary release timing is the most accurate method we have of capturing the incredible engagement that readers have with their tablet issues,” said Link. “Our research tells us that magazine readers continue to engage with their tablet issues as long as a month or more after the on-sale date of the publication and we need data that reflect this engagement. As we learn more about the reader experience, we expect to be able to shorten the reporting time frame.”