Converting print ads to tablet format isn't easy

04/8/2012 | MediaPost Communications

Magazine advertisers are inconsistently adapting print ads for tablet display, according to Kantar. The average ratio of ads in print magazines to their Apple iPad edition is 60%, with a range of 10% to 150% converting to the digital format. Some advertisers, such as drugmakers, face different rules online than off, while others aren't prepared to craft creative that takes advantage of digital interactivity.

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