Publishers are seeing this as an opportunity to enhance brand awareness and revenues. Once the Web site is clearly designed and meets the needs of both its internal and external audiences, the next step is to generate traffic by registering your URL with various search engines. Yet this is not enough to generate heavy traffic. The trade magazine should print the web address on everything from letterhead to business cards to the cover of the magazine, and ask the sales force to spread the word. Establish multiple entry points.
Timely information keeps users coming back.
USA Chicago recommends that if a publication is printed monthly, the corresponding Web site should be updated weekly, and a weekly publication's Web site should be updated daily. Streamline Production Process Beerzak recommends focusing on streamlining the production to save time and money. This reduces phone and fax costs and saves time. He predicts that print, radio, television and the Internet will all develop into one medium, meaning publishers will virtually be reinventing the wheel again. Remember, that's an opportunity, not a threat.