Ad units in magazines' iPad editions climbed 16% in 2013, according to a report out Monday by MPA-The Association of Magazine Media and Kantar Media.
The report, which looked at 69 magazines with monitored print and iPad editions, is a hopeful sign for traditional publishers stymied by secular headwinds affecting print media. The number of ad pages in the same titles' print editions was roughly flat this year at 0.1%, the report said.
Total print ad pages and iPad ad units combined increased 6% year-over-year.
Still, iPads are not quite the panacea they were once thought or hoped to be. Digital replica editions, such as those found on iPads, comprise just a small fraction of magazines' overall circulation -- 3.3%, according to the Alliance for Audited Media.
And growth in iPad ad units may have slowed in the fourth quarter of 2013. Ad units climbed 24% in the first quarter, 25% through the first half and 22% through the third quarter, according to earlier reports from the MPA and Kantar.
The samples aren't completely consistent, however: Earlier in the year, MPA and Kantar were tracking only 58 titles' iPad and print editions.