Magazine Industry Moves to Standardize Digital Audience Metrics

Digital magazines publishers want more information on tablet users

Adobe has worked with magazine publishers, MPA – The Association of Magazine Media, Adobe and the American Association of Advertising Agencies (4As) to standardize audience and engagement metrics.

Through analytics included with the Adobe® Digital Publishing Suite, Adobe now enables digital magazine publishers to measure:

  • The total number of tablet readers per issue;
  • Total number of sessions per issue;
  • Average amount of time spent per reader per issue;
  • Average number of sessions per reader per issue.

Adobe’s implementation was audited by the Alliance for Audited Media (AAM, formerly known as the Audit Bureau of Circulations). It is hoped that by leading industry-wide benchmarking for publishers, the measurement model will help drive increased digital advertising spend and bolster confidence in ad buys.

Publishers such as Time Inc., Meredith Corporation, Condé Nast, Martha Stewart Living Omnimedia, Inc., National Geographic and Rodale already use the Adobe® Digital Publishing Suite to deliver more than 120 million publications to consumers. They will now have access to the new metrics.

Adobe’s metrics will be available to all customers of Adobe Digital Publishing Suite, Enterprise and Professional editions. Adobe will also share the implementation methodology with the industry at large to enable widespread adoption of its measurement standards.

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