Head of Digital at Think Publishing
08 February 2010 17:53pm
We're trying to resolve an internal debate on what works best for clients when it comes to putting re-purposed print content online.
Say, for example, you publish a magazine for a client that has a solid readership (25k per issue) and you wanted to put that content online, to encourage comments/interaction as well as the primary goal of driving more sales for the client on their main website/offline. Would it be best to:
> keep the magazine brand recognition intact and publish that content as mymagazine.com
> integrate the content into the existing website as part of myclient.com/opinion
> try a best of both worlds approach and integrate the magazine brand as a sub section of each site e.g. myclient.com/mymagazine
I have a feeling that the answer to this is "it depends on the situation" but I'd be interested to hear what you think.
Director at E9
12 February 2010 06:23am
I'd go for the first option personally, then create an online community just surrounding mymagazine.com
eCommerce Professional at Freelance (Directrix Digital)
12 February 2010 08:09am
SEO will suffer if you publish just as an online magazine, but its much quicker and easier to get an online magazine up and running.
Has there been any analysis whether the online version would cannibalise print magazine sales? Advertising revenues for print are higher than online. This might be avoided by having the internet version password protected, but would make it harder to generate discussion
12 February 2010 16:44pm
Thanks for the answers.
Richard - in our case it's membership magazines in general so it won't affect sales, but I take your point regarding advertising. The sale factor comes in generating referrals to the main site where users can buy particular services/sign up for membership - much like Econsultancy does. So I suppose you could rephrase the question as if Econsultancy.com produced a membership magazine with different branding what approach would they take out of the one's outlined above.
A fourth alternative could be via a distributed content network where people want to consume content of that type.
E-Business Consultant at Dan Barker
13 February 2010 23:28pm
hi, Darren, how are you?
I've actually done this - albeit only for one company.
We did the 'hybrid' first & then moved to a standalone.
To make it successful, the 'standalone' needed a lot more ongoing work than the hybrid, was harder to sell ads on, and left the paper version feeling a bit pointless.
For ease, I'd start with the hybrid. The one caveat is - in your case - I'd guess it would be far easier to sell & produce the standalone version, than deal with the ownership wrangles & technical barriers of a hybrid?
hope something there helps!
16 February 2010 10:01am
Thanks for the info on your project, it definitely seems that the major barrier seems to be the effect on the print version, so I'm definitely getting a little concerned about the effect on that medium.
PRODUCT MANAGER at Phaidon Press Ltd
17 February 2010 13:25pm
Hi Interesting thread. 4th option is to create a clear migration strategy to focus online to grow revenue and readership
Sounds like there is more you could do with the mag content online to augment and extend value to both advertisers and readership. They may want more than a series of forums or comments threads. Do some market research/focus groups to get a sense of their information requirements online and where you might also support workflow and customer experience.
Also sounds like you need to leverage offline brand strength to drive sales to commercial services online.
It sounds like a really interesting project in a similar market to myself.
Senior Marketing Developer at GilesPatrickson.com
17 February 2010 19:07pm
Everyone has some really great thoughts on this subject. I am getting an either/or kind of vibe for each possibility though. Let's set the box on fire for just a moment. You gave three possibilities. What if you create a two way content funnel that will utilize all resources available for both media types? If we have a magazine with the 25k readership and a website with the same content origin and essentially being a variation of the same product, why do they have to be independent of each other? What if they were dependant on each other?
Maybe the answer is not to repurpose the same content. Think of all content as a part one and part two approach. The magazine could incorporate a combination of 50% complete content articles.
The magazine could have 25% being part one of a two part article with part two being found on the site.
The magazine could have the other 25% being part two of a two part article with part one being on the site.
This would allow each media to drive traffic to the other. The nice thing is that this would not be done with actual advertising. This traffic will be interested traffic that is looking for specific information on the other media type. This could also lead to a larger list of subscribers for both as well. More subscribers = more revenue.
18 February 2010 10:50am
There's definitely more we can (and will) be doing.
Robert - I think that's a very sensible approach and one that we will be taking on our future projects in terms of focus groups. I think it's very much dependant on the situation/client so researching client desires and customer base for them is the only way as opposed to a one solution fits all approach.
Sean - interesting idea, I can see it working in some sectors but not many, it may be too off putting to non web savvy users. I think that if you view the digital platform as a value add - i.e. publish the full article in the offline material, reproduce that online but also add for instance a vodcast of a round table of experts you have quoted in the article, then as long as you mention the value add as a leader in the offline platform then you could be on to a winner.
Non-executive director at Glasshouse Consulting
23 February 2010 12:32pm
I’m afraid there aren’t any hard and fast rules to this one. However, there are some guidelines and logic that can be applied to ensure you get an optimal set of results. For example, understand the audience of the magazine and how they generally enjoy reading content…are they cover to cover readers, or do they pick a specific article to read or are they just light readers. Secondly, I would take into consideration the fact that readers consume content in a very different way online in relation to offline. i.e.. It’s a lot harder to hold a reader interest online than off online, hence the articles published online should be kept concise.
So in short, keep the same brand as the magazine and be selective about the type of content you place on the website…
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