Time Well Spent---The Magazine Publishing Industry’s Online Niche
Transcript of Time Well Spent---The Magazine Publishing Industry’s Online Niche
Time Well Spent---The Magazine Publishing Industry’s Online Niche(Deena Ingham &Alexis Weedon)
Jialing Su SID: 307134563
Three different kinds of online magazine or e-magazine
Online version of the current print
magazine
Free or paid e-magazine
E-magazine (digital copy of print magazine)
Free or paid e-magazine
Online version of the current print magazine
E-magazine (digital copy of print magazine)
Compare the use of print and online versions
print version
online version
Online magazine: time spent & time-saving
Time has quantifiable and tenderable values within a system of exchange. Utilizing one medium for another is possible to accumulate or loss time.
Time spent: letter pages, chat forums and other interactive services
Time saving: shorter queues and more checkouts
Searching for information online is perceived to be ‘free’ and not time constrained.
Group Leisure Online print magazine
Launched on 1st September 2003 Content: updated daily, provides news,
exclusive features, longer versions of articles
Search engine & data base Registration and the reader club
Two main different type of readerships
Organizers: secure the necessary information to enable them to fulfil their roles as organizers of activity events
Suppilers: responsible within commercial companies who operate events and packages for the organizers and their groups
Wider readership in a niche market
Participants in minority sports, crafts, hobbies and activities
Online magazine is able to reach a small global market without incurring the same commercial constraints and controls.
Elements contributing to the success
The result of the printed readership becoming more familiar with the online version
More promotion of the website both within the magazine and via advertisers on the site, co-promoting the site within search engines
An attraction of consumers to the online site who would not access the printed magazine
A conflict between print and online magazines: income and costing
Print version: high cost high income Online version: low cost low income
Maintain lower daily cost
A content administration system is handled directly by Group Leisure editorial and advertising staff.
Publishers control readers’ contributions and all contributions are submitted to an email address at Yandell Media.
Reduce financial costs as designers and developers charge for every posting they carry out.
Survey of Group leisure online
Method: quantitative survey The first survey Analyse correlation between online and
printed readership and gender; online and printed access and age
The second survey: In-depth survey to examine reading habits,
what, where and how they read Group Leisure magazine
Findings of survey one: format
Group travel organizer: reading magazine by choice in whatever format for ideas, factual content and inspiration
Group suppliers: reading magazine for monitoring competition, evaluating campaigns and studying trends. Majority of them read the magazine at work.
Printed magazine was read at home and online version most commonly was read at work.
Findings of survey one: gender and age
Women of all ages are more like to access the online format
Almost all older organizers accessed online
Findings of survey two
Speed and direct delivery of the required information are key to the online magazine’s popularity.
Online format does not always save reader’s time as the online search facility comes into its own only when the searcher has a particular goal in mind.
Online version offers more opportunities for readers to be sidetracked while reading it. A search facility yields a series of articles on a given topic, as each of them lead in a different direction. Thus readers may become distracted from the original path.
Summary
Online content does not replicate the content of the printed version.
Online versions increases flexibility and capacity.
The increased extent of the online magazine adds to the time spent reading online, but is also perceived to be a benefit.
Summary
Lack of access and a dislike of reading articles online are main reasons for less using the online format.
Readers have to spend more time to master new format before reaping the benefit of searchable.
Online ads has not developed as readers are not aware of and prepared to respond to online advertisements.
Summary
Using online version may not always save time, as a wider, deeper, better search will take longer time.
Readers can choose whether to spend time increasing their options in this way, but spending time will lead to an improved and more highly valued selection when their decision is finally made.
Further Reading:
The magazine at the millennium: Integrating the Internet
Lisa M Guidone, Publishing Research Quarterly; Summer 2000; 16, 2; Academic Research Library pg. 14
http://www.nytimes.com/2004/02/18/books/18BORD.html?pagewanted=all2/18/2004 1
http://www.paidcontent.org/entry/419-magazines-online-a-brief-essay
http://www.journalism.co.uk/5/articles/533660.php http://www.paidcontent.org/entry/419-magazines-
online-a-brief-essay/ http://whttp://en.wikipedia.org/wiki/Ezines http://publishing.eur.nl/ir/repub/asset/11115/HowTolerableIs
Delay.pdf