Kiplinger launches new version for tablets

Kiplinger has launched a new reader-friendly tablet version of its website using the Onswipe HTML5 platform.

Preliminary user testing suggests that the streamlined graphics and a touchable layout featuring image tiles for each article have struck a chord with iPad users. Tablet page views to Kiplinger.com increased 133 percent, and the average time spent increased four times, from two minutes to eight minutes per visitor.

“The tablet format is more conducive to long-form journalism and gives us a new way to engage our readers with our valuable, trusted content,” said Doug Harbrecht, director of new media at Kiplinger, in a statement. “We have seen encouraging results, and we will continue bringing innovative enhancements to our digital readers.”

Onswipe also allows Kiplinger’s advertisers to deliver full page, magazine-like advertising that is measureable at all points of engagement.

“Our goal was to provide an engaging, app-like tablet experience that lets Kiplinger leverage their existing audience on the web and control their destiny,” said Jason Baptiste, chief executive officer, Onswipe, in a statement. “Not only can Kiplinger provide a better experience, they can take advantage of beautiful and bold advertising on the tablet with our native advertising units.”