Publishers are starting to realise that putting their magazines online is one of the ways they can boost circulation and increase both subscription and advertising revenue. As people move away from using a single source for their news and information, and begin to use newspapers, television, mobile phones and the Internet in varying proportions, it's important that the publications themselves diversify, so that their content is available where and when readers want it.
Improvements in technology allow greater flexibility for publishers and advertisers who want to move their publications online. Solutions like WebMags allow publishers to reproduce their magazines online as exact copies - with the text, pictures and adverts embedded on the same pages. These pages can be "turned" electronically to give the same feel as a traditional magazine, but have the added benefit of being searchable, including zoom features, and allowing for additional rich content, such as extra photographs or further background information, which are impossible to get with the hard copy version. Publishers can also put their back-issues online. Features like these allow magazine publishers to charge subscriptions, either for the full magazine, or for the additional services, thereby raising additional revenue, without the high costs associated with the print model.
Whilst consumer magazines may be slow to move into this market, the business-to-business and trade association press are already viewing digital magazines as a key opportunity. Content that can be accessed and downloaded easily from the desktop, together with searchable back-issues and regular updates are all features that appeal to this market, and which could see them benefitting from the market fragmentation, where others, particularly newspapers and mid-shelf magazines suffer.
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