Digital publishing

Replicating magazines online. Is it the future?

[Syzygy]

We publish magazines. We also have websites aligned to those magazines, where, effectively, the paper content is presented online.

Presently we are investigating the feasibility of actually replicating the magazines for the web - either as a replacement for the existing web page format, or as an added-value service to these.

The replication is fantastic (although one would expect nothing less) and useability is pretty good, however, I have reservations.

* Anyone have any experience in this at all?
* How do readers/visitors react?
* Is there actually any value (outside of archival purposes) of replicating magazines online?
* Could it serve as an alternative to the 'traditional' web page format?
* Are there any benchmark studies I should be aware of?
* In commercial terms, how do you make money? You've already charged your advertisers for appearing in the paper product, so increasing rates, or charging extra for online replication doesn't quite sit right...

All input welcome.

Syzygy

[krakrazor]

A magazine for me is to kick back and flip through the pages and soak in the info while eating a snack or relaxing in a chair every once in a while, it's more of a leisure activity.

A website for me is a source of information when researching for information regarding a purchase.

Unless there is a lot of intresting information on a regular basis(howstuffworks.com, livescience.com), i might bookmark the site and check back once every few days just to see what can shock me.

[Syzygy]

I should have pointed out that these are b2b magazines - trade & technical.

Syzygy

[justawriter]

Perhaps use them as an adjunct to your hardcopy magagzines?

There are a few hobby magazines around now that refer readers to their website for more information/diagrams/pictures etc.

[iamlost]

What I see coming (and got to play with a prototype) is a tabloid size flexible screen that you hold in your hands like a newspaper that has a wireless connection to a (eg. restaurant's) server that has previously downloaded multiple 'newspapers' and 'magazines'.

You get to browse the issues and stories that interest you by virtue of a touch screen and each story selected adds a cent or two to your dining bill. The look and feel is just like reading a 'normal' paper.

No reason that this couldn't totally replace paper delivery to the home and office. No more ten year old mags at the doctor's office!

As 'printing' costs disappear the threshold for 'magazine' startup plummets and blogs, newspapers, magazines, content and advertising become an available mishmash anywhere with a wireless connection.

Lots and lots of new niche possibilities. And the big publishers still barely 'get' the web. If I were a young man starting out...

[Syzygy]

Perhaps I'm using the wrong language/terminology here - I'm actually talking about replicating magazines now, page by page, so that there is an exact likeness of them, which one can flick/skip through page by page online; a sort of (my language) 'click-easy, pdf format'...

What's the closest terms of reference here - eBooks/eMagazines?

Syzygy

[iamlost]

Syzygy, to your actual questions:

* Anyone have any experience in this at all?
Not directly, on publishers side, but some people I know are working on various angles similar to yours as well as (see my earlier post) future possibilities. I do read some online papers/mags that are copies of the paper ones.

* How do readers/visitors react?
I hate those that just put 'highlights' online. I want the whole enchilada, ads and all. The flavour must be the same or I am unlikely to be back. Unless the content is absolutely bloody incredible.

* Is there actually any value (outside of archival purposes) of replicating magazines online?
Absolutely. Especially for tech and news stuff. If you are printing a UK tech'zine how long before I get it out here on Canada's west coast? What premium am I forced to pay for postage? Cost and time. Two enormous reasons to offer a digital version.

* Could it serve as an alternative to the 'traditional' web page format?
Not sure what you mean but...I would prefer it look like the print copy (display ads and all) rather then the typical two/three column web page. Adding hyperlinks so that I can 'flip' the pages to a story's next page plus, if possible, links to author bio and further reading would be fabulous.

* Are there any benchmark studies I should be aware of?
For something this new? Sorry, not that I've tripped over.

* In commercial terms, how do you make money? You've already charged your advertisers for appearing in the paper product, so increasing rates, or charging extra for online replication doesn't quite sit right...
You need to phase in whatever you decide. Personally I would leave it 'free' for at least six months and very critically disect viewer stats. Then I would unveil a 'new' ad policy to phase in over whatever period that charges an increase because of the web viewers (perhaps consider uniques per issue as addition to circulation numbers?) plus a premium to include a link to advertisers website plus perhaps another premium for adding a pre-sell page. Plus premiums for animated/interactive/aural ads, etc. - depending on how irritating you want to be, I would like an on/off button with 'off' being the default.

I believe in charging for 'extras' and the web allows many extras not possible in print.

I especially like the idea of residuals (just like TV and cinema) where after the 'new' edition comes out someone reading an 'old' page generates an additional (smaller) ad charge. But that is somewhere further along the yellow brick road.

I do note from my reading that Hearst Magazines and Playboy both allow subscribers to choose whether they want the print or digital editions, one or the other. So you have to register and log-on to read the digital version. Depends on your business model.

[iamlost]

Perhaps I'm using the wrong language/terminology here - I'm actually talking about replicating magazines now, page by page, so that there is an exact likeness of them, which one can flick/skip through page by page online

That's what I thought you meant.

I love the idea of the print magazine look online. There is some flavour lost between default print and digital content display and an enormous amount lost in the advertising.

And those display ads would be 'yours' not G's. That's nice too.

[Syzygy]

Thank you, iamlost - for your generalisations - much appreciated, sincerely.

Our markets - in this sector - are pan-European & Asia-Pacific...(trade & technical). The sites aligned to these paper products are doing very well, thank you, and have been doing for a number of years; we are top of our tree.

I'm seeking advice for now - do we go down this route 'now'? This is not 'tomorrow's technology' it's todays...

No pan-European/global (any) publishers facing the same scenario yet?

Syzygy

[longen]

The tipping point may be the widespread adoption of widesceen LCD, touch sensitive screens, that allow for a better user experience.