According to a publisher’s statement, the edition has achieved Publication Active Views averaging 29,010 per week, versus an advertiser guarantee of 25,000 per issue. The 29,000 represent individual readers who have downloaded and accessed each issue on one or more device – the analytics used ensure that no readers are double-counted, says Shortlist Media.
Analysis of user behaviour on tablet reveals that the majority of readers are highly engaged, each generating 53.5 “events” (e.g. swiping through the text to read an article or scrolling through an in-page gallery).
Stylist’s tablet edition is currently available on the Apple Newsstand and Kindle Fire Store and has, say the publishers, become the most downloaded women’s magazine in the UK with a total of 122,000 apps downloaded since launch. Of those who have downloaded the app, one quarter have subscribed to have the issue itself automatically download to their tablet every week.
Stylist Publishing Director Glenda Marchant says: “We are delighted at the rate of adoption of the Stylist tablet edition from readers. It has vindicated our pre-launch research which indicated that this new platform would be much valued and would extend the reach of the Stylist brand even more widely through the Apple and Kindle platforms. Our aim is now to build on this excellent start with the imminent launch of the edition onto Android devices.”
ShortList Media Trading Director Chris Healy comments: “Since launch we have carried more than 30 brands as advertisers, with a range of static and enriched creative executions, with animation, live links and imbedded video. Advertisers have told us that response has comfortably exceeded their expectations.”
Shortlist Media has confirmed that it will update the market with further audience data in August.
