Ad Buyers Ask Magazines to Reveal More About Their Tablet Editions

AdAge reporting:
"While certain digital extensions, such as the tablet, represent a relatively new medium, we believe the time has come for rigorous transparency and accountability," the 4A's Print Media Committee said in a May 1 letter to the MPA, the magazine industry association.
When the MPA recommended a set of tablet metrics to members in April, it suggested publishers regularly tell advertisers how many tablet editions were paid for by consumers, how many tablet editions were actually opened, the number of reader sessions per issue and the time spent per reader per issue.
But ad buyers on the 4A's Print Media Committee say they need more.
"We think there is valuable insight that can be gleaned by breaking out tablet-audience metrics by subscription and single-copy sales," said their letter, which was signed by George Janson, managing partner and director of print at Group M as well as chair of the 4A's Print Media Committee.
Among their other requests, buyers said they want information on consumer engagement with ads customized for tablet editions and separate paid circulation guarantees for print and digital circulation.
Buyers also want to see subscriber data separated into readers who get tablet access as part of their print subscription and readers who buy tablet-only subscriptions directly...
http://adage.com/article/mediaworks/ad-buyers-info-magazine-tablet-editions/234547/?utm_source=Daily+Buzz&utm_campaign=2967708190-_nb_DB_05-04-2012&utm_medium=email