Times advertisers are to begin paying the same rate for display advertising in the title’s tablet edition as they do in print.

The agreement, reached with a number of key ad agencies, is being seen by insiders as a major breakthrough in terms of making money from digital journalism.

Website advertising is typically offered at a fraction the price of print. Advertising rates on page-turning tablet editions has also so far lagged behind.

The move to increase the price charged for tablet ads follows neuroscience research by News UK last year (tracking eye-ball movement and brain activity) which the company said proved tablet edition ads are at least as effective as the print equivalent.

(via Digital breakthrough: Times advertisers agree to pay same rate for tablet edition as print | Press Gazette)