Shifting to an online-only setup is often a last resort for newspapers and other print publications; it’s seen as an admission of defeat. IDG, however, has found the online environment to be a welcoming and lucrative place.
Patrick J. McGovern
IDG’s InfoWorld became online-only a little more than a year ago. Prior to the change, “InfoWorld had a slight operating loss on monthly revenue of $1.5 million,” according to Steve Lohr. Now, “the InfoWorld Web site is generating ad revenue of $1.6 million a month with operating profit margins of 37 percent.”
The shift from $1.5 million to $1.6 million in 13 months isn’t so impressive, but the move from a slight loss to a considerable profit certainly is. Patrick J. McGovern, the founder and chairman of I.D.G., stated, “The excellent thing, and good news, for publishers is that there is life after print – in fact, a better life after print.”
Perhaps not everyone can duplicate IDG’s success, but its methods deserve a look. As IDG juggles different printed publications and websites, the company is putting shorter articles and lists online. It’s trying to target specific interests. And since working on printed material alone is portrayed as something approaching a punishment, all writers are allowed to float back and forth.
IDG expects more of its magazines to become online-only in the future. Other publishers are sure to follow the same path, yet will perhaps do so with fewer misgivings thanks to IDG’s example.
