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A Swiss publisher is trying to attract a paying audience with an app sampling stories across publications
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March 27, 2012, 9:40 a.m.
LINK: econsultancy.com  ➚   |   Posted by: Joshua Benton   |   March 27, 2012

David Moth at Econsultancy takes a look at The Telegraph’s iPad app and has some interesting data points. Some highlights:

There were more Telegraph for iPad users over 55 than under 35.

This finding let the Telegraph focus on smartphones and the web for campaigns or content aimed at younger readers, since iPad app users tended to be older…

Examining the time of day when users accessed The Telegraph with their iPads revealed a second spike in the evening. With that in mind, the publisher introduced a night-reading mode, turning the iPad into a lean-back device users read in bed…

Half of users shared content with family members. The Telegraph says advertisers need to recognise this as increased circulation.

Peak reading times were earlier and later in the day for iPad readers compared with desktop viewers, and higher on weekends. The Telegraph says this is especially important for some advertisers: coffee makers will want morning readers, while dessert makers will look for evening users.

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