The aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine web site.
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).
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.
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.
The value of this research lies in the notion that the web site may complement rather than replace the print magazine.
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