. 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."