An Analysis of the Audience of a Digital Subscription Magazine: Findings About Reach, Viewing Frequency, and Repeat-Viewing for Media Aggregators, Planners, and Advertisers
通过分析数字杂志的订阅数据，发现虽然所有订阅者都至少观看一次，但只有三分之一每周重复观看，仅1%观看每期，建议媒体从业者下调对触达和观看频率的预期。
The digital media landscape presents aggregators, planners and advertisers with challenges, but also offers the prospect of improved audience measurement. Our case study shows how informative metrics can be derived from analysis of granular industry data. We describe how heterogeneous subscribers to a digital magazine view weekly issues and content sections over an eleven-week period. All subscribers view the magazine at least once, but only a third repeat-view from week-to-week and just one percent view every issue. Considering our findings, we advise downward adjustments to expected reach, expected viewing frequency, and expected repeat-viewing of magazine issues, content sections, and advertisements.