Friday, July 01, 2005

What makes a successful magazine website

[Keyword: ]. 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."

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