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NONE: ONLINE-ADS>> Re: Tracking software...
ONLINE-ADS>> Re: Tracking software...
David H Dennis (david_at_amazing.com)
Sun, 15 Sep 1996 09:09:36 -0700 (PDT)
> (3) Among the services we're putting on, is a magazine for the younger
> generation called JAM. They are, understandably, worried that the web
> version might eat into circulation of their print version, reducing the
> print readers, and, therefore, reducing their ability to attract advertising
> (after all, most advertisers in the country are interested only in print
> circulation figures). At the same time, placing the magazine on our server
> gives them the ability to reach a global audience, and places in India where
> the print magazine is not currently distributed (at this time, it is a
> Bombay-only college-life/what's-happening mag, with intentions of expanding
> elsewhere in a few months). The typical rationale for an online
> magazine/newspaper is that they can put up material here which could not
> make it to the print version AND/OR more in-depth articles AND/OR articles
> of interest to other regions that the online version reaches...
> unfortunately, being a start-up affair, they do not have an abundance of
> "quality" articles, so the first two are ruled out, while the last option
> (modification) is being enthusiastically explored. Given that rather
> long-winded background, my question is, how do I convince them not to worry
> about the online version eating into circulation of the print version, when
> the truth is that I, too, am not fully convinced that it won't? We are both
> clear that this WILL bring them many more readers, but we also doubt whether
> this could be leveraged for additional advertising in one/both versions of
> the magazine...
A few ideas about this:
First, while I could get access to the Wall Street Journal and Wired
for free by just visiting their respective sites, I still subscribe
to the Journal and buy the paper copy of Wired. In fact, I read both
versions on paper more often than I visit their web sites.
Why do I do this? Because I want to read both while I'm away from the
computer. It's also a good rest for my eyes, which look at a screen
(albiet a first-quality one) most of the day. When I have lunch, I
bring the Journal with me.
In the case of Wired, I have a love-hate relationship with the visual
show they put on which is, of course, much slicker in their magazine.
The main benefit of the web sites to me is the ability to read people's
feedback on the articles, as recorded in the discussion groups. So you
might want to set up a similar service in your online magazine. The
other benefit is that you can let people search through past content;
that may not look like much in a new magazine, but set it up now and
you'll be well prepared for the future.
Every magazine needs to have a web site, just for promotional reasons.
You might want to compromise by putting some of the current issue's
articles on the web site and then expanding that issue to full text
when the next one comes out. That would minimalize competition between
the full magazine and the site.
I hope that helps!
Best
D
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