The growing body of overall information on tablet readership is reinforcing some early impressions that are promising for magazines on tablets, according to Conde Nast.
Readers typically swipe through tablet editions from front to back, for example, the same way they work their way through print editions. They browse -- taking in ads as they go -- instead of jumping directly to specific articles the way web surfers do.
"Consumer behavior with digital editions of magazines is very much like their behavior with print editions of magazines, and very much unlike their behavior with websites," Mr. McDonald said.
Digital-edition readers are also still younger but more affluent than magazines' print readers, Conde Nast said, although the disparity has narrowed as tablet ownership has grown and Amazon and Barnes & Noble have introduced devices that are cheaper than the iPad.
And ads with some level of interactivity -- a hotlink at a minimum -- continue to usually hold readers' attention longer than static ads.
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