Attract users—and advertisers—with interactive tools

Folio: The Magazine for Magazine Management, March, 2002

In their haste to create a usable and informative Web site, many publishers simply dump content online and expect users to weed through muddled information. But readers turn to Websites for something more than just regurgitated print content, says Joanne Persico, president and creative director for GCN Publishing.

To boost reader service, she recommends that publishers try posting dynamic, interactive tools on their titles' Web sites. Calendars, for example, always rank among the most popular features of magazines and Web sites alike. But go beyond simply putting together a static page of event listings; instead, create a calendar that readers can search by geographic area, keyword or date. The more interactive and customizable for readers, says Persico, the better. Or, post searchable archives, directories and communities for threaded topic discussions. Not only will readers respond to the new devices, she explains, but advertisers will as well-especially if the tools themselves require user registration. "Rather than just telling an advertiser, 'We have 20,000 visitors to our site,' a publisher can say, 'Out of our 20,000 users, we know that 80 percent visit this specific area of the site.' Some advertisers will be willing to pay a premium for that service because they'll learn a lot more about who the users are." T he result: Publishers can better sell online space in those particular spots.