Exploring a successful magazine web site

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.

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