Peter Kafka

Recent Posts by Peter Kafka

People Like iPad Magazine Ads! (Says iPad Magazine Company)

Have you bought an ad in an iPad magazine in the last year? Then you’re in luck! Because people who read iPad magazines like looking at the ads in those apps, and they’re more likely to buy stuff from the people who pay for them.

So says Adobe. Which, of course, is in the iPad magazine business, via publishing tools it provides for companies like Condé Nast.

No need to belabor the link. But if you want, you can read a study that supports Adobe’s argument, conducted by a professor at the University of Connecticut’s Communications department, using the inaugural edition of Condé Nast’s Wired iPad app. Here’s a chart!

And really, there’s nothing wrong–or at least nothing new–about a company promoting research that supports its sales pitch. Happens all the time.

The problem the research doesn’t address, and which Adobe can’t really do much about, is that so far iPad magazine apps simply haven’t been that popular. Which means that advertisers who sponsor them aren’t getting their message in front of enough eyeballs, receptive or no.

Maybe that will change if the publishers and Apple can work out their subscription logjam. Or maybe Google, supported by a gazillion new Android tablets, will help make these things a hit.

It’s early days, still. I can say that with confidence, and I don’t even have a Ph.D.


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