Just 7.5% of the Robb Report's print subscribers activate the digital version, so the tablet edition offers advertisers "extended reach to a new and qualified audience," helping to "add value to the print sale," says John Anderson of CurtCo Media, which publishes the magazine. Advertisers need to recognize that magazine tablet-app audiences are separate from print and "take the time to tailor their placements to each group," Tricia Carr writes.

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