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Mags And 'Web 2.0'


Bill Mickey By
12/01/2006 -03:00 AM






The Bivings Group, a Washington, DC-based Internet marketing and information firm, released a study Wednesday called “Analyzing the Presence of Magazines on the Internet,” which follows up an earlier study on newspapers.

The magazine report examined the top 50 circulated titles in the U.S., benchmarking their progress in “Web 2.0” initiatives: RSS, mobile content, podcasts, blogs, and message boards among others.

It’s a shallow study, interesting for, well, what the 50 widest circulated titles are up to on the Web. Nevertheless, the report falls victim to broad conclusions: “After finishing the research, it became clear that magazines are not making use of Web 2.0.” Granted, the titles examined in the study were indeed coming up pretty short in the benchmarked feature set, but it’s a stretch to assume these results represent an industry-wide pattern.

But, hey, who has the time or resources to survey the many thousands of consumer, b-to-b, association, regional, and custom titles out there anyway?

Some results:
-Message boards/forums are offered by 46 per cent of magazine websites.
-38 per cent of the magazines require registration to view all of the site’s content.
-38 per cent of the magazines offer at least one reporter blog.
-Video is an offering on 34 per cent of websites.
-14 per cent of sites offer podcasts and bookmarking
-Eight per cent of sites allow comments on articles
-Six per cent of magazine websites use tags for organizing and searching articles.

And poor Playboy, despite cracking the top 20 circulated titles and having a pretty aggressive digital strategy, was shut out of the report. According to the study’s authors, the magazine is “considered inappropriate for professional research.” Ouch. I guess Folio: and the other trades should think about making our research and reporting more “professional.”





Bill Mickey By -- Bill Mickey is editor of Folio:. Follow him on Twitter: @billmickey

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