Everyday we see more news stories from publishers that are seeking to extend the reach of their print magazine brands. In some cases, publishers are migrating their entire print brands to online and digital brands.

“Luxury SpaFinder Interactive will be published monthly in six languages and will immediately expand the magazine’s global circulation from 200,000 to over one half million spa lifestyle enthusiasts” Press Release

In our own magazine consulting process we insure clients are optimizing their brands across all mediums in which they have cross media content capabilities. This allows publishers to actually leverage their digital and online initiatives using the print editions, interactive website, and digital magazine editions.

Magazine publishers are realizing how valuable their content is when published online. In addition to owning their market niche online based on published content, publishers are also learning how to use their content for multiple revenue and value streams.

The recent announcement that Walt Disney expects $1 billion in online revenue from content drives home the importance of taking the right online content strategy.

“If we’re not there, (people) will just access someone else’s content,”
- Walt Disney CEO Robert Iger

High quality content is the key to new web traffic, return website visitors, and the right online campaign options for advertisers. When this high quality magazine content is published online and properly organized and present based on an integrated web and digital strategy magazine publishers create the perfect storm for their readers and advertisers.

The realization of revenue from content has caused a major shift from the traditional publisher mindset of “always make the reader pay for the content.” Understanding the long term economic value of properly published web content is making even old school publishers re-think their position on the hundreds of articles they have tucked away “offline” in past print magazine issues.