Article at a glance:

Beyond print: A future for magazines

The magazine market in the United States is maturing at the same time that the World Wide Web is revealing a new set of possibilities for publishers. Rather than view the Web as a competitor for readers and advertisers, publishers would be well advised to investigate how it can complement their established offerings. They should adopt a strategy that builds on their greatest asset: their base of faithful readers. By applying some proven Web techniques, such as introducing interactive content, providing commercial links, and allowing the site to grow organically, publishers can boost the power of their magazine brands.

The take-away

The Web can provide magazine publishers with fresh ways to approach content. These new combinations can lead to synergies that contribute to the growth of subscriptions and profits.