MediaPost reports that the demographic profiles of print and digital subscribers of magazines are similar, and that the online readers have a high level of interaction with content - both editorial and advertising - according to survey findings by 101 communications.

Some 92 percent of digital subscribers surveyed said they had taken some action - such as linking to a vendor's site or forwarding info to a colleague - after seeing an ad in a digital publication, reported BtoBOnline.

Linking to vendor sites directly from ads was the fifth most popular feature cited (43.3 percent of respondents), and more than a fifth (22 percent) said they have forwarded an ad to a colleague. Nearly two-thirds (63.9 percent) said they had linked to vendor sites directly from articles.