The study came up with a number of "mosts" - "Most Trusted" (WebMD), "Most Entertaining" (Maxim), "Most Authoritative" (The Economist), "Most Enjoyable" (Playboy), and "Most Interesting" (Smithsonian), among others.
The folks at Affinity felt that the most critical criteria for online magazines was "Most Innovative", because
"magazines are now competing with all of the content and advertising available in digital form, not just their traditional set of print competitors. Only those brands that leverage the latest technologies in creative ways and offer consumers interactive and meaningful experiences will stand out among digital users."
The top 10 "most innovative" were 1. Dwell, 2. Popular Science, 3. Architectural Digest, 4. Wired, 5. Mother Earth News, 6. Fast Company, 7. Organic Gardening, 8. Elle Decor, 9. Martha Stewart Living, and 10. Popular Mechanics.
Source: "Dwell On This: Which Digital Magazine Do Readers Deem Most Innovative?" MediaDaily News