The character of content online: you need to understand why you're going online and then make it a real business

Folio: The Magazine for Magazine Management, Annual, 1997 by Cris Beam

"I think there is going to be an increased dollar amount attached to advertising online as it evolves," says Debbie Menfi, vice president and media director of the New York City-based advertising agency Deutsch, Inc. Menfi, who has worked with advertisers on HotWired in the past, says that, generally, products with higher price points like automobiles and financial services are advertised now because readers are willing to spend more time downloading information on these items. Still, she says, "People in publishing are getting out there just to get out there. Once there's a falling out of players, advertisers will be more willing to put more money into [online magazines]."

To garner readers and advertisers, publishers have to offer something original. But what constitutes originality is subjective, and each publisher has to clarify his or her company's editorial mission, assess audience needs and weigh financial and staffing limitations. Although the digital medium looks different from the print medium, basic principles still hold true: You need a clear editorial vision, a captive audience, a solid business plan and a talented staff.

And remember, today's struggles may engender surprising successes tomorrow. "What is interactive TV?" asks HotWired's Anker. "It very well could be this."

Cris Beam is associate editor of Folio:.