Kiplinger is aiming to create a more seamless experience reading experience with its new tablet HTML5 site.

The company chose the technology over a mobile app. The company also found that 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.

?Our strategy is to serve our readers best, no matter what the platform,? said Doug Harbrecht, director of new media at Kiplinger.

?People consume information differently on a tablet than they do on a PC or when reading a magazine,? he said. ?We'll adapt our quality content to user experience across multiple platforms.

?HTML5 allows us to do this, along with other publishers.?

Mobile readership
Kiplinger is using Onswipe, which lets its advertisers deliver full-page, magazine-like advertising that is measureable.

Kiplinger is seeing a rise in mobile users, especially tablet ones.

The company also saw that with HTML5, time spent on its tablet site rose 400 percent and page views doubled.

More marketers are bypassing mobile apps and building out app-like mobile-optimized sites to bolster user engagement.

Kiplinger believes that the tablet format is more conducive to long-form journalism and gives the company a new way to engage with its readers.

Getting the word out
Kiplinger users are being redirected automatically to the tablet site, with an option of continuing to the desktop site if they wish.

Additionally, consumers can enter t.kiplinger.com on their tablet device to access and view content.

Kiplinger is also turning to social media such as Facebook and Twitter to get the word out about its new site.

?We're in a new era of the rise of tablets and smartphone use, and a decline in PC sales,? Mr. Harbrecht said.

?Tablets provide a great opportunity for some magazines to create a dazzling user experience that some subscribers may find preferable to print,? he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York