But are they read?

It has been reported that Mediamark Research International (MRI) will conduct a series of studies on readership comparing digital magazines with print magazines. It is being done in conjunction with Zinio Systems, a big purveyor of on-screen versions of some major magazines. This is in the U.S. of course, but measured audience and readership methodology is one of those things that must be settled before digital magazines (pdf or otherwise) are taken seriously by advertisers and become serious competition to traditional magazines.