Article: The Right Way To Do Brand Extensions
Daniel E. Aks of Folio: argues that too many magazine-industry professionals believe that simply repurposing magazines for the Web constitutes a successful strategy.
He believes that the challenge is more complicated than just creating companion Web sites or reformatting and reusing content for different media. Publishers need to focus on audience segments and develop an entire range of profitable information services and products for that audience—not only for various media.
More ideas on generating business leads in his article "The Right Way To Do Brand Extensions"