Data Points: Tablet Advertising

As publishers' apps proliferate, the use of bells and whistles declines

Publishers seem to have no end to their appetite for apps. This year through October, 9,125 publication-related apps were released for the iPad, twice the number released in the year-ago period, according to McPheters & Co.’s iMonitor app-tracking service. Hearst led publishers with the most number of apps (89), followed by Time Warner, Condé Nast, Future Media and Bonnier Corp. But as publishers expand to more and more platforms, they’re pulling back on the number of costly and time-consuming enhancements, as are advertisers. That’s unfortunate, since not only readers are more likely to read enhanced ads, they mean more money in publishers' coffers.

The Business of Marketing

Don't miss The Business of Marketing podcast featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.