Media: Forum - Can consumer titles create content for the web?/If content is everything, how come consumer magazine publishers are making such a poor showing on the internet? In a world that’s going dotcom mad, most of us would assume they would b

Consumer magazine publishers, like most media owners, talk a good game when it comes to the internet. They’ve heard the one about content being king and they could be justified in thinking they might have some internet-friendly content. So it’s surprising, perhaps, that their online efforts to date have been so underwhelming.

Consumer magazine publishers, like most media owners, talk a good

game when it comes to the internet. They’ve heard the one about content

being king and they could be justified in thinking they might have some

internet-friendly content. So it’s surprising, perhaps, that their

online efforts to date have been so underwhelming.



In fact, you could argue that last week’s events at IPC Electric were

symptomatic of a sector that hasn’t managed to get its vision of the

future in focus. IPC Electric, which was launched last year with

start-up funding of pounds 25 million, has plenty of resource behind it

- but so far it has yet to prove its mettle. It acts as an umbrella for

the sites of individual magazines such as NME and Loaded, and will act

as a portal for products and services related to its magazine brands. We

have yet to see its first fruits, although the women’s portal, BeMe.com,

launches this week, and we have had a taster of IPC’s web theory with

the launch of unmissabletv.com through its TV weeklies division, IPC TX.

So far observers have not been overly impressed.



Last week, IPC Electric’s managing director, Rene Carayol, resigned.



Some observers weren’t surprised - there have been persistent rumours of

friction between Carayol and the publishers of individual titles.



One insider said: ’The publishers thought he was the techie barbarian at

the gates. They were scared that he’d take their beautiful magazines and

mess them up online. The attitude was, ’What does he know?’ He didn’t

have the easiest of jobs.’



This is IPC Electric’s second senior loss - its commercial director,

Julian Hardy, left in November citing ’a difference of opinion over the

strategic direction of the company’.



To lose one online guru is careless, to lose two starts to look like a

strategic direction in its own right. Kevin Kerrigan, IPC Electric’s new

managing director, disagrees: ’It is not exceptional in a volatile

sector like this to see individuals move on. Carayol was instrumental in

getting electronic publishing on the agenda. We’ve taken that on board

and are implementing it. We are true to the strategy.’



Other companies will not be tempted to gloat - few have come anywhere

near getting their online acts together. They’ve also struggled to

develop coherent business models. Should their sites be marketing

initiatives for their traditional publishing businesses? Are they to be

seen as an offensive or a defensive resource? Should you make money by

setting yourself up as an internet service provider? Or concentrate on

title-specific sites?



And if so, is subscription or advertising the most promising revenue

source?



Jon Wilkins, the joint managing director of New PHD, would advise

publishers to forget these last two. ’It’s clear that advertising won’t

be a huge source of revenue,’ he says. ’Clients question the value of

banner advertising as a way of branding online, so I don’t think anyone

can expect to build a profitable business based on advertising revenues.

All attempts to charge for internet content have failed. So you are left

with retail. People use magazines to inspire them and, with the

internet, you can be inspired to buy immediately with a click of the

mouse.’



Wilkins adds: ’We never advise any of our clients to try to operate

outside their core competence. Retail isn’t easy and you have to

question whether publishers should try to become retailers. Media owners

have to seek alliances. They won’t all be on the scale of AOL Time

Warner, but content owners have to be canny in seeking partners.’



Kerrigan recognises the value of retail as well as advertising. ’The new

properties will become hybrid media/retail initiatives, and that as a

company we are stronger at deriving circulation and advertising revenues

than retail,’ he says. ’Our track record in building sites for things

such as NME and Loaded, and in creating unmissabletv.com shows we are

comfortable when it comes to producing online content. We are allowing

for retail online on a limited basis. It’s feasible and appropriate for

media owners to invest in the development of its own e-tailing skills

but it’s likely that we will seek partners sooner rather than

later.’



Others disagree about the funding model. Nicholas Coleridge, the

managing director of Conde Nast, says: ’Authoritative niche sites based

on magazines - for instance, NME, Vogue, FHM, Conde Nast Traveller - are

gathering serious momentum, page impressions and advertising. We have

seen a 60 per cent growth in page impressions at vogue.co.uk during

January and advertising is up by 72 per cent. I’m more sceptical about

the big amorphous all-things-to-all-women sites, including IPC’s

BeMe.com women’s portal. Do women want to be lumped together? IPC

doesn’t publish a single generic print magazine aimed at all women, so

why an internet site?’



Duncan Edwards, the deputy managing director of the National Magazine

Company, is convinced that retail isn’t the issue here. ’We’re

publishers and we will always believe in ad sales,’ he says. ’I know the

doubts there are about banner advertising but it’s a question of whether

the advertising is good enough. Perhaps advertisers should think more

carefully about what the viewer/reader visits sites for. If you get the

advertising right, you can do fantastically well. The margins are better

in publishing than in retailing.’



Edwards concedes that publishers are still feeling their way. He’s also

sceptical about some of the simplistic views people have about internet

content. He says: ’You can’t just transfer a 2,000-word feature. You

won’t be able to reach readers in the way that you can with a printed

magazine. You can develop an experience that is as influential within a

woman’s life. You can give them information. That might have an awesome

power but it won’t act as the emotional best friend that a magazine is.

Also there are very few magazines that are true brands - true brands are

those that have equity with consumers that exists beyond the physical

product. True brands have a real opportunity in this area. But what do I

know? The truth is that nobody really knows. We’re still at the stage of

making it up as we go along.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).