Tablets continue to gain momentum as more consumers and magazine companies have embraced the devices. Paul Verna, senior analyst at eMarketer, described tablets as “a new medium — not print, not Web, and not mobile. It’s a balancing act, where tablet’s goal is to perform like PCs but still fit in your hands.” He spoke at the MPA Digital: Swipe conference on Tuesday in New York.

Verna reported that tablet usage has grown from 4.2 percent of the total population in 2010 to 17.3 percent in 2012. While men represented the majority of users (53 percent) in Q3 2011, the gender gap has since narrowed. Still, he said top magazine publishers think it will take time for reader habits to substantially shift from other media options.

At the event, magazine executives and editors discussed what sets tablets apart.

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