The Worthwhile Magazine-Website Connection
Creating a print department that benefits from online, and vice versa.
Some publishers like separation between print and digital brands, allowing the Web site to be just close enough to exploit printâ€™s brand stature while simultaneously developing unique and exclusive content, often catering to a very different audience.
Yet for Field & Stream, which has just undergone a redesign and is under new editorial leadership with the appointment of Anthony Licata into the top editor spot, the magazine is moving purposefully toward a closer relationship with its Web-based alter ego.
The ties between the two products, however, donâ€™t simply rely on a half-page, â€śWhatâ€™s Onlineâ€ť department in the magazine, or story callouts driving the reader online â€śfor more on this topic.â€ť
A new front-of-book print department called Campfire is constructed largely from reader-generated content, spanning letters, stories, interview excerpts, reader tips, and blog excerpts that inherently drives the reader back onlineâ€”either for more about a topic or to continue a debate. And the magazine benefits, too. Debates, discussion, or images, for example, that originate online, can be continued in print. â€śWhen I say weâ€™re tying them together, weâ€™re using our readers on our Web site to come up with stories and story ideas, which will end up in the magazine. Itâ€™s a little subtler than just pushing people back and forth.â€ť