What makes a successful magazine website

[Keyword: onlinejournalism]. Poynter reports on a new survey by the International Federation of the Periodical Press (PDF) which claims to identify success factors for magazine websites. Rich Gordon writes:

"The survey isn't scientific, and relies on self-reporting by publishers who consider their sites to be "successful" by whatever standards they wish. But the findings are interesting:

• The publishers' top goals are developing new online audiences and attracting new readers for the print editions.
• When it comes to money, building revenues and profits for the long term is deemed twice as important as building the business in the short term.
• More than 8 in 10 publishers expect to expand their Web efforts within the next year.
• More than half the publishers say their site has expanded the magazine's audience by more than 20 percent.
• Most of these self-described "successful" sites -- whose print counterparts typically publish monthly -- update their online content once or more a day.
• Six in 10 sites offer chat or online discussion.
• Two-thirds have attracted new, online-only advertisers."