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News 10 July 2008 7 July 2008 3 July 2008 30 June 2008 26 June 2008 23 June 2008 19 June 2008 16 June 2008 |
8 May 2008
Web editors need commercial focus
Digital chiefs at leading UK magazine publishers are calling on online magazine editors to rethink their role and become more commercially focused.
And they are warning web editors, whose roles have traditionally been editorial, that they need to be more commercially aware if they want safeguard the success of their online magazines.
Digital business director at CMPi, Paul Way, said that online editors determined how things were presented and made decisions as to how things were put on the page and yet these were decisions that had revenue implications.
Managing director at Reed Business Information, Jim Muttram, added that the commercial needs of its online titles meant that the role of its digital staff would evolve into that more of publisher.
Head of digital for Incisive Media, John Barnes, acknowledged that his company faced similar challenges with an Incisive website that offered free content behind a subscription-based sister site.
He said that rather than having an internet business which generated revenue, it also had an internet business which had a responsibility to other revenue streams within that company.
