TVNewser FishbowlDC AgencySpy TVSpy LostRemote PRNewser SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Consumers Unfocused When Reading iPad Magazines

We’ll never understand why there are studies that prove something seemingly obvious, but every day there is a new one, so there must be something to it. The latest: Bonnier Corporation and ad agency Crispin Porter and Bogusky, through a series of focus groups, have found that people reading iPad magazines are unfocused on the content.

Megan Miller, Research and Development Program Director at Bonnier, tells Ad Age:

We thought that of course there’s a lot of activity going on on an iPad, when there’s so many things you can be doing — between email, Netflix, playing games, reading magazines — but they’re actually bouncing around a lot more than we thought.

Well of course they are. It’s a computer portable enough that you can take it to the bathroom (oh like you haven’t done that).

But don’t start feeling bad for the magazines and their ads – the purpose of the study was to find ways to make iPad magazine advertising more effective, so we’re sure they’ll figure something out.

Mediabistro Course

Overcoming Writer's Block

Overcoming Writer's BlockUse proven tools and exercises to get back to writing! Starting July 15, learn a process that will help you pinpoint your optimal writing conditions, structure your time and build a framework to increase your productivity. Register now!