Magazine Mobile App Audience Analysis: Prototypes for New Directions

The proliferation of mobile electronic devices in the last few years has greatly expanded consumers’ media access choices. As with most major media, for print this important new distribution/consumption channel presents a variety of critical challenges and opportunities. Prominent among these challenges for print (and again for most other major media) is that of effectively monetizing their content on the mobile channel. For print media, the opportunity for distributing content electronically with a mobile device application (app) and thereby eliminating the costs associated with the production and distribution of paper-based content is enormously attractive. What remains as a challenge for print media companies is to be adequately compensated by advertisers and agencies for the audience their brands deliver to the latters’ advertising through the mobile channel.