News International has revealed its audience figures for The Times, and Sunday Times, iPad editions <iTunes links>, showing that roughly 5% of the titles’ combined print and digital audience now reads the newspaper on the iPad.
The iPad edition of The Times is downloaded 25,000 times a day, on average, with the Sunday Times version downloaded 22,000 every edition. In March, 79,000 people a month subscribed to The Times’ digital editions, though its paywall or digital devices, during a period when print sales fell 13.49% year on year.
As audiences move towards consuming newspapers digitally, advertisers need to ensure they reflect this trend in the communication plans and marketing mix.
Digital commercial director Alex Hole states iPad apps are valuable to advertisers thanks to the high subscription volume and repeated daily use:
“There is a great appetite to reach that attractive early adopter audience and advertisers are now including the iPad as an important part of the marketing mix, to complement print or online display,”