Where previously many magazine brands had jumped on the app bandwagon, monetising these apps and websites still proves a challenge, according to Adweek.

CEO of mobile company Kargo says: ““Now that the dust has settled, it’s more about having a balanced approach that will yield the most ad impressions to actually build the business.”

Bazilion writes: “Today, those impressions are found not in apps but on the mobile Web.”

The lack of measurability of ad impressions within magazine apps and websites, as opposed to TV and print ads, has advertisers reluctant to capitalise on them, argues Emma Bazilion from Adweek.

In response to this, the article outlines how many brands are developing freemiun style apps.

Magazine giant in the US, Hearst, is one such company looking into this with president of Hearst Magazines Digital Media Troy Young commenting that the web-to-app connections will soon be possible.

Just last week US-based publishing blog, Dead Tree Edition, published an article about the nine forces that were murdering magazine apps.

The article argues that magazine apps are becoming an “afterthought”, with publishers moving on to focus on the web presence of brands.

Read more about that article here.

Check out the full Adweek article here.