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Exploring a successful magazine web site

Hanna‐Kaisa Ellonen (Department of Business Administration, School of Business, Lappeenranta University of Technology, Lappeenranta, Finland)
Olli Kuivalainen (Department of Business Administration, School of Business, Lappeenranta University of Technology, Lappeenranta, Finland)

Management Research News

ISSN: 0140-9174

Article publication date: 25 April 2008

Abstract

Purpose

The aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine web site.

Design/methodology/approach

The paper presents an explorative single case study of a Finnish magazine web site. The analysis is based on triangulated data (semi‐structured interviews, observation, statistics, and documents provided by the magazine publisher).

Findings

The case illustrates that a magazine web site supports all the three functions (editorial, circulation, and advertising) that are vital to a magazine's success. Moreover, virtual community activities seem to have enhanced customer loyalty and added a more lifelike dimension to the magazine concept.

Practical implications

Media managers should look at internet presence from a more multifaceted perspective rather than merely focus on the revenue streams. Operating online services should be valued and exploited alongside the development of the print product.

Originality/value

The value of this research lies in the notion that the web site may complement rather than replace the print magazine.

Keywords

Citation

Ellonen, H. and Kuivalainen, O. (2008), "Exploring a successful magazine web site", Management Research News, Vol. 31 No. 5, pp. 386-398. https://doi.org/10.1108/01409170810865181

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited