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Online advantage: strong brand and a loyal customer base

Folio: The Magazine for Magazine Management, Sept 1, 1995

"Magazines are destined to drive the world online," says David Fishman, director of business development at Disney Magazine Publishing Inc. Speaking at a FOLIO:Show seminar, Fishman said, "Magazines have the best interactive multimedia experience: They are portable. They have high-resolution graphics.

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They have random access. Magazines are clearly very good at niche marketing, and most magazines are already digital--which means our content is all ready to go. The real opportunity is for magazines, as respected information agents, to make sense out of the massive data out there. The key to that is having strong brands with a loyal base of repeat customers, high name recognition and a unique service." What works: 1) Chat areas. 2) Live conferences. 3) Downloads and other free stuff. 4) Discussion groups, which can have a life of their own. What doesn't work: 1) Putting your text online in an uninspiring manner. 2) Not being honest about what's advertising. 3) Not leveraging the power of what the computer can add to the experience.

COPYRIGHT 1995 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved.
COPYRIGHT 2008 Gale, Cengage Learning
 

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