Online content strategies from south of the border

July 31, 2008

From the New York Review of Magazines, “How to Tame the Wild Web” discusses the strategies being used online by three major US publications: Harper’s, The New Yorker and Wired:

Although most magazines have embraced the internet, there are, because of the wide variety of purposes and styles among them, conflicting ideas about what kind of website is in a publication’s best interest. How much content from the print side should be available? Should magazines charge readers for access? How rapidly should it be posted and how long should it remain online? Should magazines commission original work for their websites and, if so, how vigorously should it be edited and fact-checked? 

Essentially, magazines must decide whether to run their websites just as websites or as extensions of their print products. While both media deal with the mass communication of the written word, they require different skill sets—and mentalities. And it’s clear that the jury is still out on the best way to proceed. 

Magazines continue to scout out this relatively new terrain. In the process, they have adopted a variety of models, reflecting the diversity of their printed products. These models cover a broad range of complexity, scale and scope; magazines like Harper’s, The New Yorker and Wired bring different resources, both financial and technological, to the table. But these three examples are just that: examples from a wide spectrum of possibilities. 

It’s an interesting overview of some very different strategies being used by the three magazines, why they use them, and how well they work.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: