‘iPadding’: Tablets Reorient Reader Interaction with Magazine Content

When is a magazine not a magazine? When you try to re-create that experience on a tablet, according to new research from Bonnier Corp. and media agency CP+B. “What surprised us most was that when we put a digital magazine in front of people, they didn’t treat it like a traditional magazine at all,” says CP+B associate director of research Lindsey Allison. The study tracked 15 focus groups of readers who engaged magazines on the Web and on iPads for numerous publishers, including Bonnier, Condé Nast and Hearst. Apparently iPad users think of themselves and the content differently from the ways they engage these brands elsewhere. 


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