Publishers are still figuring out how to build and monetize tablet audiences, to varying degrees of success. News Corp’s tablet newspaper The Daily, for example, reportedly averages 120,000 users a week, less than a quarter of the audience the firm’s CEO Rupert Murdoch said it needs in order to break even. Nevertheless, tablet users claim they consume more news content than they did previously.
In a survey of 1,100 tablet users by Starcom MediaVest and the BBC, 59 percent of respondents said they access national or local news more often since acquiring one of the devices. Eighty-one percent also said having a tablet makes following the news “more interesting and enjoyable.
Respondents also called for more functionality around the content they were consuming, giving insight into areas publications like The Daily might look to improve. Eighty-five percent said they want more tablet-specific, interactive content, while 80 percent want the ability to “customize the format of news coverage for certain types of stories.” Seventy-three percent also called for content that is “automatically related” to where they are or what they’re doing, suggesting tablet users are open to the location and behaviorally targeted content.
More in Media
WTF is ‘query fan-out’ in Google’s AI mode?
One major way Google’s AI Mode search feature differs from its traditional search engine is a complex technique called “query fan-out.”
Media Briefing: DoubleVerify casts itself as news ally in Cannes — as scrutiny mounts
At Cannes Lions Festival of Creativity this week, the tech vendor has been working to convince advertisers — and skeptics — that it can help fix the brand safety system, which many say it helped break.
The Guardian bets on unified programmatic ad selling as curation gains ground
The Guardian’s CPMs have been surging as a result of accelerating PMP selling and curation, the publisher claims.