Trade Magazine Publishers View Epublishing Positively

Posted on July 12, 2000

Trade magazine publishers view the Internet not as a threat, but as a potential source for additional revenue, according to a recent survey by USA Chicago, Inc., an interactive marketing and communications firm. The agency surveyed publishers of leading industrial trade magazines about the impact of the electronic age on their current and future print publishing business.

``The results confirmed what we've preached to our publishing clients since the World Wide Web began,'' says Patrick J. Yanahan, Jr., USA Chicago founder and chief executive officer. ``Namely, the Internet offers many ways to communicate better with readers. The secret is to harness the power of the Internet to your publication's advantage.''

Indeed, survey respondents overwhelmingly cited positive ways the Internet has affected their businesses. Foremost was the increase in print advertising directing readers to websites, as well as advertising purchased specifically by ``dot com'' companies. Respondents noted a significant increase in this area within the past six months, with web-related advertising now totaling from 75% up to 100% of total ad space.

Publishers described other new sources of revenue made possible by the Internet, including electronic newsletters targeted to specific audiences and online classified advertising.

Respondents also described the World Wide Web's speed as a benefit in responding more quickly to reader requests, far surpassing the snail-mailed ``bingo cards'' of yesteryear. ``Many of our readers are engineers with unlimited access to the Internet,'' said one publisher. ``They've become accustomed to getting the information they need immediately, online, so the bar has been raised.''

Another major benefit of electronic publishing reported in the survey is the global readership offered via the Internet. ``Online publications have a broader potential reach,'' observed one respondent, ``However, that also means we're competing with publications worldwide. Only those with the best content will succeed long-term.''

On the negative side, publishers cited the practice of print advertising budgets being diverted to web site development and/or electronic advertising. ``Suddenly, we have to prove the value of print advertising,'' commented one respondent.

Similarly, several publishers described the need for sales representatives to offer ``complete packages'' to potential advertisers, including electronic, print, direct marketing and other options. ``We have to be more creative about how we package our product,'' explained one publisher, adding ``Not all sales representatives are yet accustomed to this new approach.''

While the publishing industry is embracing electronic publishing, some respondents admitted doubt about its long-term potential. ``The jury is still out on exactly how electronic advertising will help companies market,'' said one respondent. ``But there always will a demand for print publications.''