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Onswipe says it knows the best time for publishers to post content on the iPad

by David Needle

January 3 2014

Remember that old song lyric, "I'm gonna wait till the midnight hour ..."? That would also appear to be sound advice for iPad publishers.

Jason Baptiste, founder and CMO of mobile publishing platform Onswipe told AdAge that the most activity on the iPad occurs from 9 p.m. to 10 p.m. Eastern Time.

Onswipe's stats are based on an analysis of billions of iPad pageviews the company saw across 120 million unique iPads in 2013.

The most “thoughtful” hour on the iPad is midnight to 1 a.m. Eastern Time, when readers spend over seven minutes on average with content, the longest of any hour during the day, according to Onswipe.

Therefore, Baptiste said midnight is the best time to publish longer, insightful, journalistic pieces. Leaving them up on the homepage or section fronts may bring an extra bump in the morning, another time of peak engagement, he added.

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