Online Authority Blog

Should Magazines Worry Online Will Cannibalize Print?

by Kelly Kubrick on January 4, 2007

Will people pay $500.00 for a content they can buy for $5.00 on the news stand?

After the annual release of the Fortune 500 magazine issue, Fortune Magazine noted that tens of thousands of digital versions of the issue had also been downloaded from Fortune.com. Did this mean that Internet users might be willing to purchase a digital version? Yes. Kelly Cook developed and launched The Fortune Datastore, offering digital versions of Fortune’s company lists:

 

 

 

By year three, the Datastore generated $1 million in incremental revenue for Fortune. Customers raved about the utility of the digital version, finding it an invaluable tool for market and sales prospecting analysis. Later, the model was replicated for Fortune’s sister magazine Asiaweek.

Will online magazine archives cannibalize my renewal rates?

Fortune Magazine was concerned that online magazine archives might cannibalize renewal rates of certain print subscriber demographics. Was an online solution available? Yes. Through a partnership with an online search technology firm, Kelly Cook developed and launched the Fortune Archives. These generated incremental revenue to the magazine through online advertising and online sales of articles to consumers:

Kelly Kubrick

Digital Analyst and President of Online Authority; co-author dStrategy Digital Maturity Model, COO of MyLiberty.Life, co-founder, Digital Strategy Conference; co-owner 3rd generation family business. Downhill Skier. Foodie. Fan of all things digital.

Kelly KubrickShould Magazines Worry Online Will Cannibalize Print?

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