TY  - JOUR
AB  - 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.
VL  - 31
IS  - 5
SN  - 0140-9174
DO  - 10.1108/01409170810865181
UR  - https://doi.org/10.1108/01409170810865181
AU  - Ellonen Hanna‐Kaisa
AU  - Kuivalainen Olli
ED  - Khalid S. Soliman
PY  - 2008
Y1  - 2008/01/01
TI  - Exploring a successful magazine web site
T2  - Management Research News
PB  - Emerald Group Publishing Limited
SP  - 386
EP  - 398
Y2  - 2024/05/14
ER  -