US magazines’ iPad editions see 24% boost in advertising

In the first quarter of 2013, iPad editions of magazines saw a 23.6% year on year increase, according to a report from Kantar Media and the Publishers Information Bureau.

The report looked at 58 magazines with monitored print and iPad editions, revealing that the number of iPad ad units climbed from 4,824 in 2012 to 5,961 in 2013, compared with print editions that were up just 0.2%.

Combined, print and iPad ad units increased 7.5% YoY.

In addition, the number of unique brands that advertised in magazine media on either iPad, the web, or in print increased 15.1% YoY in Q1 2013. When iPad and website magazine media advertisers were added to those in print editions, the number of unique advertiser brands saw a significant lift of 246.3%.

A total of 9,621 brands advertised in Magazine Media across 58 unique titles in print, iPad, and on magazine websites between January and March 2013, compared with 8,357 brands in the first quarter 2012.

“While identifying and parsing metrics that accurately depict the health of magazine media continue to be a work in progress, the trend line we’ve been able to identify thus far gives us plenty of reason to be optimistic,” said Mary G. Berner, president and CEO, MPA.

“Our rising audience numbers, the growth in iPad ad units, as well as the increase in the number of brands advertising in magazine media are a clear testament to the enduring power of our brands and advertiser traction across platforms.”