Don’t Be Afraid to Publish in Cyberspace, Pace University Professor Says

“Magazine publishers who are afraid to go cyber because they
might risk giving away their content, misunderstand the benefits of
doing business online,” says Alan Eisner, professor of management at
Pace University Lubin School of Business. “Cyber publishing is not
about newsstand sales. It’s about attracting more customers and
generating greater advertising revenue. It’s about converting
online users to subscribers and creating opportunities to reach
new and existing readers and advertisers in different ways.”
Eisner, along with Quintus Jett, Rice University, and Helaine
Korn, Baruch College conducted a recent study comparing
characteristics and roles of 114 randomly selected online
publications.

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NEW YORK – “Magazine publishers who are afraid to go cyber because they
might risk giving away their content, misunderstand the benefits of
doing business online,” says Alan Eisner, professor of management at
Pace University Lubin School of Business. “Cyber publishing is not
about newsstand sales. It’s about attracting more customers and
generating greater advertising revenue. It’s about converting
online users to subscribers and creating opportunities to reach
new and existing readers and advertisers in different ways.”
Eisner, along with Quintus Jett, Rice University, and Helaine
Korn, Baruch College conducted a recent study comparing
characteristics and roles of 114 randomly selected online
publications.

Researchers compared newcomer, online-only entrants
(including Salon, Sludge Report, and thestreet.com) with
cyber versions of incumbent, print publications (including
The New York Times, The New York Post, and The Wall Street
Journal). “Newcomer” webzine entrants were found to be
ground-breaking, include original content and feature
innovative layout design. However, “incumbents”
generated greater revenue than newcomers. “Incumbents”
had strong ideas about what they wanted to accomplish
due to strong business plans and these publications
possessed legitimacy in the minds of potential readers
and advertisers.

Scores of online publications enter the realm of
cyber-publishing everyday. “But, don’t worry because
the newspaper as we know it is never going to disappear.
People want something to read on the train, or at the
morning breakfast table and that won’t change for
eons,” states Eisner.

Pace is a comprehensive, independent University with
campuses in New York City and Westchester County. Nearly
14,000 students are enrolled in undergraduate, graduate
and professional degree programs in the Dyson College of
Arts and Sciences, Lubin School of Business, School of
Computer Science and Information Systems, School of
Education, School of Law, Lienhard School of Nursing and
the World Trade Institute.

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