clipped from www.clickz.com

"Readers feel that the ads are much more interesting, and are much more eager to engage with them because they are interactive," said Jeanniey Mullen, global VP and CMO of Zinio and a ClickZ columnist.

Ten percent of the study's respondents said they pay "much more attention" to ads in digital magazines, and 25 percent said they pay "somewhat more attention" to them. Fifty-one percent said the format made no difference.

Eighty-five percent of respondents said they considered it a benefit to be able to click on ads in digital magazines and interact directly with the advertiser. However, only slightly more than a third (39 percent) thought that ads looked better in digital form than they do in print, and less than a third (31 percent), thought the ads were more relevant to them.