Successful digital strategies of five large- and small-circulation city magazines
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Evidence shows there is no "one size fits all" approach to the digital strategies of city and regional magazine websites. With small budgets and few online-only staff members, editors must consider how and when they want to disseminate content for their online audience while still retaining unique benefits for their print subscribers. This research examines how city and regional magazine editors strategize their publication's digital content for optimal success. It also discusses specific challenges these niche, locally focused publications are facing in the current media climate and best strategies for success at this time. The editors who participated in this project include Jason Heid of DMagazine.com, Tom McGrath of Philadelphia, Amanda Heckert of Indianapolis Monthly, Katie Pollock Estes of 417 and Zach Dundas of Portland Monthly. These leaders were candid and offered insights that counter the traditional thinking about city magazines and their audiences -- namely, that success of the print operation and the digital operation need not be in conflict.