Digital contributed half of all ad revenue at Wired magazine in the final three months of 2012, a first for the title and an encouraging sign for an industry where most big brands still rely overwhelmingly on the difficult business of print. Across the year as a whole, digital ads comprised 45% of total ad sales at Wired.
Digital advertising contributed to about 10% of Wired ad revenue in 2006, when parent company Condé Nast bought Wired.com and reunited it with the magazine, according to Howard Mittman, VP-publisher at Wired.
Heaping upon the recent pile of digital publishing news, it appears that Wired has also found great financial success in its digital endeavors in the final months of 2012.
Given Wired's target audience, however, the results are hardly surprising. The magazine panders toward an early-adopting crowd of technologists, people who are well-inclined toward digital publishing and mobile readership.
Nevertheless, the numbers are promising, particularly in light of The Atlantic's recent successes. (It is worth noting, though, that Wired's digital revenues are significantly lower than those of The Atlantic. Perhaps an apt illustration of the problems inherent to Condé Nast's publishing model.)
Without belaboring the point, I'll say again, 2013 is going to be an enormous year for publishers. Perhaps the most important year in the past decade.