June 14, 2013
Kiplinger is aiming to create a more seamless experience reading experience with its new tablet HTML5 site.
The corporate chose the technology over a mobile app. The company also found that tablet page views to Kiplinger.com increased 133 percent and the common time spent increased four times, from two minutes to 8 minutes per visitor.
“Our strategy is to serve our readers best, it doesn’t matter what the platform,” said Doug Harbrecht, director of recent media at Kiplinger.
“People consume information differently on a tablet than they do on a computer or when reading a mag,” he said. “We’ll adapt our quality content to user experience across multiple platforms.
“HTML5 allows us to do that, besides other publishers.”
Mobile readership
Kiplinger is using Onswipe, which lets its advertisers deliver full-page, magazine-like advertising that is measureable.
Kiplinger is seeing an increase in mobile users, especially tablet ones.
The company also saw that with HTML5, time spent on its tablet site rose 400 percent and page views doubled.
More marketers are bypassing mobile apps and building out app-like mobile-optimized sites to strengthen user engagement.
Kiplinger believes that the tablet format is more conducive to long-form journalism and provides the corporate a brand new technique to engage with its readers.
Getting the word out
Kiplinger users are being redirected automatically to the tablet site, with an option of constant to the desktop site in the event that they wish.
Additionally, consumers can enter t.kiplinger.com on their tablet device to access and look at content.
Kiplinger is additionally turning to social media reminiscent of Facebook and Twitter to get the word out about its new site.
“We’re in a brand new era of the upward thrust of tablets and smartphone use, and a decline in PC sales,” Mr. Harbrecht said.
“Tablets provide a superb opportunity for some magazines to create a blinding user experience that some subscribers may find preferable to print,” he said.
Final Take
Rimma Kats is associate editor on Mobile Marketer, New York