Conde Nast will be revealing mobile magazine analytics for its advertisers this fall to close the gap between print and Web metrics.

One of the main reasons the Condé Nast is sharing the information is because the company has realized that mobile readers have different habits than Web users. Condé Nast is working with Adobe on the mobile metrics.

?Our strategy is to continually look for places for rich consumer engagement and introduce advertising into content that is meaningful,? said Josh Stinchcomb, vice president of digital sales at Condé Nast Media Group, New York.

Mobile metrics
Condé Nast plans to incorporate metrics into discussions with clients on the publisher?s mobile platforms.

Currently, the company uses a variety of mobile platforms, such as Apple, Android, Samsung and the Nook Color.

One of the key mobile metrics Condé Nast will be sharing is total digital edition circulation, which is a big group comprised of single copy sales, digital subscribers and authenticated readers.

By sharing total issue readers, advertisers will know the total number of readers who have accessed a digital edition at least once.

Condé Nast will also share the average number of times return to specific areas of the magazine and the average time spent per reader on a digital issue.

However, more importantly to advertisers are specific metrics that will reveal major habits of magazine readers and advertising engagement.

Specifically, advertisers will have access to the total number of readers who have looked at ads at least once and the number of times an advertisement in a digital edition was viewed.

Bridging mobile magazines
This news from Condé Nast is significant because up until now, the separation between editorial content and advertising has been hard to juggle for both publishers and advertisers.

By revealing mobile metrics and working with advertisers, Condé Nast is signaling the need to create all-in-one applications for the readers and is also placing a high value on its mobile efforts.

Going forward, it will be interesting to see how Condé Nast and Adobe are able to share the mobile metrics with their clients and what can be learned about specific users.

?We?re optimistic about mobile and investing in it because our research shows that tablets and digital editions create a great user experience for our readers,? Mr. Stinchcomb said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York