Ten Features Your Magazine’s Website Shouldn’t Be Without

Chances are your magazine already has a web site. They can be a great reader service, as well as a source of revenue. The chances are also good, however, that your website could be better. Below, are ten features I think magazine websites should have.

1. ARTICLES!!! Content really is king. The articles you publish on line are the main attraction for your readers. Content is what draws them to your site and what brings them back. That being the case, you should post as many articles as you can. Post not only every article from the current edition, but as many articles from back issues as you can afford. But don’t stop there. You can make your website even more useful by posting related information that just wouldn’t fit into the into the print version, such as links to websites or additional illustrations.
2. Classified ads. Classified ads can be both a reader service and a revenue source. For example, you can offer free position wanted ads to readers seeking jobs in your field, while charging companies to post help wanted ads.
3. Subscription info/forms. Make it easy for readers to subscribe to your magazine. If you’re a trade magazine, make sure your website includes your current qual card. If readers must pay to subscribe to your magazine, make sure that the subscription form can accept credit cards. And be sure not to hide the subscription form. Make sure there’s a link to it on your home page.
4. Reader forums. Reader forums give your readers an opportunity to share ideas with one another and with your editors. While not for everyone, they do appeal to many readers and serve to bring readers back to your website, increasing your overall traffic.
5. Feedback forms. Feedback forms are another way to get feedback from readers. They can be very simple forms that allow readers to enter messages or more elaborate forms designed to gather demographic information from readers. In either case, they are very simple to set up and provide your editors with valuable information. Be sure to include a checkbox to allow readers to subscribe to your e-mail newsletter.
6. E-mail newsletters. E-mail newsletters are another way to bring readers back to your website. They deliver industry news and news about the magazine to readers. By using the mailing list to inform readers when you have posted new articles, you give them a reason to come back. E-mail newsletters can also be a revenue source, as often you can find an advertiser to sponsor them.
7. Submission guidelines. Use your website to inform potential contributors of the types of articles and press releases you accept and which get thrown in the trash. If you put these guidelines online, you’ll save time by having to field fewer requests for this information. And who knows? You may even get higher quality submissions in the end.
8. Contact info. I’m always surprised when I can’t find the editors names and e-mail addresses on a magazine website. A trade magazine lives and dies by how relevant its content is to readers, and what better way to stay in contact than by e-mail? Don’t worry that you’ll be bombarded with a lot of irrelevant messages; it’s my experience that the good greatly outweighs the bad.
9. Industry directory. If you publish an annual industry directory or buyers guide, be sure to also post it to your website. On the web, you can make the guide even more useful by putting the information into a database and then writing a simple web application to serve that data. Readers can then search by product category, service type, or company name and location.
10. Tools. Offer tools that help your readers do their jobs better. For example, one website that I maintain offers its readers a spreadsheet that helps them compute the cost of quality. If it’s appropriate for your audience, also consider setting up a software download section. This section can contain shareware and freeware that is freely downloadable as well as demo software from advertisers in your magazine.

How did your website score? If you scored less than 10, it’s time to call the Web Publishing Group and get a quote. Call us at 734-930-6564 or e-mail danr@webpublishinggroup.com.