Conde Nast — publisher of Wired, Vanity Fair, The New Yorker, and others — is starting to open up data on its readership to advertisers, and it appears that people read magazine editions on tablets similarly to how they read them in print, according to Ad Age. Conde Nast Senior VP Scott McDonald says that "consumer behavior with digital editions of magazines is very much like their behavior with print editions of magazines, and very much unlike their behavior with websites" — Ad Age suggests that readers tend to swipe through tablet editions from front to back instead of jumping between articles like web readers.
Ad Age reports that Conde Nast recently gave advertisers metrics for its January issues, and now plans to give advertisers data on each new issue about ten weeks after release: the metrics include paid tablet subscriptions and single-copy sales, the number of readers that actually opened the tablet edition, the total number of times that readers opened it, and the time that readers spent with it. The company will also reportedly give advertisers that pay for premium ads information on individual ads. So far the metrics cover iPad and Kindle Fire editions, with insights for Nook coming later.