Reaching Young Readers
A new initiative by MPA gives free digital editions of magazines to college students hoping to convert them into magazine readers and to test the viability and popularity of digital delivery. Five publishers are participating in this initiative. Read more

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World's First Mag
The Gentleman's Magazine was the first general-interest magazine. It was founded in London by Edward Cave in January, 1731. The original complete title was The Gentleman's Magazine: or, Trader's monthly intelligencer. More>>

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Merrill Lynch report on the state of the newspaper industry does not see online representing over 50% of total newspaper ad revenues until more than 30 years from now.More>>

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    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Wednesday, May 10, 2006

    Article: Print and Online Work Together, Not Apart

    Online presence is an opportunity that magazine publishers cannot afford to ignore for long! But an online presence need not merely be restricted to putting your latest issue and archives on the web.

    My colleague is working on an end user technology website for a magazine publisher. As we were discussing the possiblities and scope of the portal, we realised that this particular media house and also other print publishers in India have not really leveraged online medium to build a community focussed around an area of interest. The only two good examples we could come up with are techtree and Channeltimes by ITNATION.

    Today's opportunity is for the publisher to leverage a magazine brand as the host of a vibrant online community where people not only can find content that they need, but also interact with editors, vendors, and each other.

    The magazine sites that do this best end up looking very little like print publications.

    Bob Carrigan's article Log Off: Print and Online Work Together, Not Apart from OMMA Magazine's May 2006 issue provides some food for thought for magazine publishers and media consultants.



    Blogger Sumod said...

    Not surprisingly, both are from the same publisher. And both have been around for many years now with not even the slightest hint of competition from any other publisher.

    One possible reason is that as long time magazine publishers, they got into the habit of bundling 'free' advertising on the token online properties, stunting revenue.

    Techtree was the first technology publication for that house, and was launched as web-only. For them the lack of legacy baggage has translated to big bucks!

    3:52 PM  

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