September 16, 2013 Last Updated 7:38 am

Adobe adds new magazine audience metrics to Digital Publishing Suite, updated release supports Apple’s new iOS 7

Adobe announced that the company has added access to new tablet magazine standard audience metrics through Adobe Digital Publishing Suite (DPS). The standards were developed as part of the Association of Magazine Media’s (MPA) Digital Edition Standardization Initiative (DESI). Adobe has made these measurements features available today in the Adobe DPS, which will support the new Apple mobile operating system, iOS 7, to be released to the public on Wednesday.

VF-tabad-lgThe new tablet edition ad metrics were developed by a coalition made up of of major magazine publishers, the MPA, technology providers such as Adobe, and the American Association of Advertising Agencies.

“These metrics are critical to publishers and advertisers, and we will continue to work with MPA to provide vital measurement insights to help drive the industry forward,” said Nick Bogaty, senior director, business development and marketing, Digital Publishing at Adobe.

The new standards are attempt to bring advertising analytics standards to the tablet magazine platform and will track the total number of tablet readers per issue, total number of sessions per issue, the average time spent per reader per issue, and the average number of sessions per reader per issue.

“This is a good step forward,” said Lynly Schambers, Group Product Marketing Manager, Digital Publishing Suite, Adobe.

“I think what you will see over time is…these metrics are just going to give the industry as a whole greater confidence. There is going to be more reliability, more transparency in the digital edition’s audience and engagement metrics. This will, in turn, make digital publications seen as an even higher value advertising medium because you will have all this data behind your ad, you will have all this data behind the issue itself,” Schambers said.

In a report released by Adobe on the new standards written by Shikha Bhargava, Sr. Product Manager, Adobe, Digital Publishing Suite, the company described the methodology used by Adobe DPS to calculate and present the Standard Audience Metrics as defined by DESI:

The four Standard Audience Metrics that DPS will support, as taken from the methodology report issued by Adobe:

1) Accumulated Readers:
a. For a DPS publication, this is the total unique readers to an Issue that have opened the Issue and viewed at least one article.
b. This metric in DPS is reported on the segment created in step 3 a) and is calculated as “total of unique visitors” to the Issue.
c. DPS Base Analytics Portal (beta) shows “total unique visitors” and cumulative value of “unique visitors” per day. The start date for this metric data is Audience Accumulation Start Date and end date is Audience Accumulation End Date.

2) Accumulated Sessions:
a. For a DPS publication, this is the total number of visits or sessions
initiated by the unique readers to an Issue.
b. This metric in DPS is reported on the segment created in step 3 a) and is
calculated as “total visits” to the Issue.
c. DPS Base Analytics Portal (beta) shows “total visits” and cumulative value
of “visits” per day during the Accumulation Period. The start date for this metric data is Audience Accumulation Start Date and end date is Audience Accumulation End Date.

3) Accumulated Time Spent Per Reader
a. For a DPS publication, this is total time spent per unique reader per Issue.
b. This metric in DPS is reported on the segment created in step 3 b) and is calculated as “total time spent” per issue divided by “total unique visitors
to the issue”.
c. DPS Base Analytics Portal (beta) shows “Total Time Spent Per Reader”
and cumulative value of “Time Spent Per Reader” per day during the Accumulation Period. The start date for this metric data is Audience Accumulation Start Date and end date is Audience Accumulation End Date.

4) Accumulated Sessions Per Reader
a. For a DPS publication, this is total number of sessions (i.e. Visits) initiated per unique reader per Issue.
b. This metric in DPS is reported on the segment created in step 3 a) and is calculated as “total visits to the Issue” divided by “total unique visitors to the issue”
c. DPS Base Analytics Portal (beta) shows “total visits per reader” and cumulative value of “Visits Per Reader” per day during the Accumulation Period. The start date for this metric data is Audience Accumulation Start Date and end date is Audience Accumulation End Date.

Standard-Audience-Metrics-and-DPS-Methodology-chart

The Alliance for Audited Media (formerly known as the ABC) audited Adobe’s implementation of the proposed measurement standards.


The new metrics will be available to customers of Adobe Digital Publishing Suite, Enterprise and Professional editions.

The MPA initiative is hoped to encourage brands and their agencies to enthusiastically support the new tablet publishing platform with their advertising. According to Adobe’s Schambers, publishers desire the readership drawn to tablet editions, “but they also want the brands to follow them onto these devices. They want to make sure that brand marketers feel comfortable investing in advertising in these digital issues.”

Analytics-Adobe-screenshot-1“The problem has been, though, that while the brands want to invest in advertising in these digital editions – they have have started to do so – I would characterize them as a bit hesitant because of the current measurement environment,” Schambers said.

Adobe recently announced that over over 100 million digital issues have been downloaded through apps built with the Digital Publishing Suite. “I looked at the number just recently and now its closer to 120 million issues,” said Schambers.

The latest release of Adobe DPS will support the new iOS 7, and contain other feature enhancement such as the ability to schedule a specific date and time for publication of Folios. The new features are available through DPS as of today.

Schambers expressed enthusiasm for the modified version of Apple’s mobile operating system saying “it’s cleaner, its very fresh. Very approachable.”

“I think that UI is going to be very well received by users” Schambers added, “and publishers are going to want to build their apps to support the newly designed user interface.”

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