Survey Says: Digital Edition Readers Highly Engaged With Advertisers
SOUTHBOROUGH, Mass.—Ninety-one percent of digital edition readers take action after reading an ad in a digital edition, according to a recent study conducted by digital editions provider Texterity and certified by BPA Worldwide. More than 30,000 digital magazine readers of 45 different publications received the survey with more than 20 percent of recipients responding.
The week-long study conducted in mid-April also showed that 83 percent of digital readers look at an advertiser’s Web site, while 41 percent forwarded information about an advertiser to a friend or colleague. Thirty-two percent of readers recommended a product or service, and 24 percent purchased a product or service based on an ad in a digital edition.
The findings are positive for publishers. “We were very pleased to see the results of the Texterity research study, as it totally validated all the research we have conducted on our individual titles over the past couple years,” says Gloria Adams, vice president of audience development for PennWell. “I’m positive this information will be a big help, as our advertisers have struggled to get their arms around digital magazines.”
The results come at a time when more and more publishers are placing their content online. RV Life, a 23-year-old lifestyle magazine for the RV industry, announced just this week it has launched its first digital edition. “After 23 years, I felt it was time to take RV Life to the next level and give our advertisers added value by going online,” says Ron Knudson, publisher. “… It’s about helping our advertisers to be successful by extending the reach of their marketing dollars.”
“We are excited about the strong results we received from this survey, and the resounding support for publishers and advertisers involved in digital editions,” says Cimarron Buser, vice president of marketing and product planning for Texterity. “We are increasing our understanding of how digital subscribers use the technology as well as what new features and capabilities they are looking for in the service.”