Dennis Publishing digital mags reveal debut ABCes

LONDON - Dennis Publishing's newest digital magazines iGizmo and iMotor have each attracted more than 100,000 readers per issue, according to their debut ABCe figures.

New launches iGizmo, a technology title which began circulation in March, and automobile magazine iMotor, which launched in July have delivered on their advertising promise of drawing over 100,000 readers. It was also found that average reading time per issue is 35 minutes.

iGizmo attracted 101,785 average readers per issue, and iMotor registered a circulation of 108,622.

Men's weekly digital magazine Monkey recorded 283,541 average readers per issue, marking its fourth successive ABCe rise and its best result since launching in 2006.

Monkey is creating its hundredth issue this month and also recently launched a standalone website.

The free, electronic magazines are delivered through email on a fortnightly basis, and use embedded video, sound and games.

Dennis claims that advertising responsiveness has been very high with the digital titles, with a recent car manufacturer promotion in iMotor delivering over 200 test drives and 400 brochure requests from a single insertion.

Bruce Sandell, head of new product development at Dennis, said: "We now have over 1.4m readers [per month] opening, engaging with and enjoying our digital magazines.

"Our readers are also spending over half an hour immersed in each issue which makes the environment a very different proposition to websites, where the audience is far more likely to dip in and out.

"This audits prove that the digital magazine sector is a viable, growing and successful business model."

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