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Tablet and print magazines are ‘working in combination’, claims trade body

by Doug Drinkwater

November 13 2012

New research from the Professional Publishers Association (PPA) puts a positive spin on how tablet editions are helping magazine publishers that are struggling with falling print circulation.

The Tablets and Publishing (TAP) report sees the UK-based PPA draw on both internal market research as well as handful of international studies, and states that 96% of tablet owners have read a printed magazine in the last year, compared to the national average of 80%.

And while this perhaps merely backs up other reports that tablet owners now read more, the report indicates that readers “continue to want both formats”, with tablets in particular making readers more open to trying new brands.

"There is a strong link between tablet owners and magazine readership,” said Marius Cloete, head of research at the PPA.

"A number of studies suggest that digital editions are reinvigorating the appetite for magazine media and this has been confirmed by our own research with Tolunaquick, which demonstrates that digital editions are not eroding the market for print editions, instead quite the opposite.

"Tablet owners are more likely to have read and purchased printed magazines in the previous three months than the national average, dispelling the myth that tablet owners are abandoning print in favour of digital. The two platforms instead appear to be working in combination to expand consumers' reading repertoire".

Elsewhere in the report, the PPA highlights earlier research from GFK that magazine ads deliver slightly better levels of recall on the tablet (56%) than on print (53%), and puts forward that the magazine market can, thanks to tablets, continue to look forward to a bright future going forward

"As we approach Christmas, increasing tablet sales are expected to continue, fuelling more opportunity and distribution for magazine editions,” said James Papworth, marketing director of the PPA.

"The PPA expects tablet editions to expand in both the number of titles available and copy sales. This is good news for advertisers, as the opportunity to engage with magazine brand content is rapidly growing."

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