Exploring a successful magazine web site

Abstract

PurposeThe aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine web site.Design/methodology/approachThe 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).FindingsThe 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 implicationsMedia 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/valueThe value of this research lies in the notion that the web site may complement rather than replace the print magazine.