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NONE: ONLINE-ADS>> Re Magazines online (was: Tracking Software...)
ONLINE-ADS>> Re Magazines online (was: Tracking Software...)
Jack Jordan (jtjordan_at_nafta.net)
Wed, 18 Sep 1996 10:28:26 -0500
>I understand that newspaper people are concerned that an online version
>might draw away readers of the print version. We had this discussion
>with a few customers.
>
>But from our opinion readers will only use the online version to get an
>overview and will nevertheless buy the print issue anyway. As a matter
>of fact a monitor is very uncomfortable to take to bed for reading and
>also very uncomfortable to read on the bus, tram and at certain other
>places.
>
I've thought some about this as well since all 3 of the major publications
in Austin, TX, the daily, the alternative weekly, and the business weekly,
are online.
I believe the simplest analysis, without sacrificing accuracy, is this: Only
two things can happen among those w/ Internet access (which is a
considerable percentage in this well-wired city) -- either they like the Web
content/access/whatever so well that they drop their subscription (Loss of
subscription revenue and lowering of CPM-based ad rates for hardcopy
publication -- BAD! but also, I think, unlikely, for reasons stated above),
or they access BOTH the online content and the hardcopy publication
depending on content, coverage, convenience, timeliness, etc. (Steady
subscription revenue and hardcopy ad rates and incremental online ad revenue
-- GOOD!!!),
So, assuming the publications can sell online ads (and that is one thing
almost every publication better be good at), will the number of readers who
drop the hardcopy pub exceed the number of readers who use the online
version and keep the hardcopy subscription as well (again, the more likely
scenario). And what's the incremental online ad revenue vs. online cost,
keeping in mind that most of the payroll, overhead, etc., is already being
covered by the hardcopy pub, the copy and ads are already in digital form, etc.
Still not a simple question, but as I said, all the majors in Austin are
already online!
--
Jack T. Jordan , Webmaster/EVP mailto:jtjordan_at_nafta.net 512-472-8680
http://www.nafta.net NAFTAnet Inc. PointCom Top 5%! Magellan 4Star!
Electronic Commerce, International Trade, Advanced Telecommunications.
Free Internet Downline Organization http://www.wwln.com/fido/618914604.html
$weet $uccess Nutritional Products http://www.SSNP.com Lose Weight! Make $$!
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