publisher and editor-in-chief | AvenueReport.com
In April 2007, seven months before launching the print version of Avenue Reportâ€”a fashion and business magazine for African-American menâ€”editor and publisher Toyin Awesu launched the magazineâ€™s Web site, AvenueReport.com.
Today, market realities have forced Avenue Report to suspend the print edition, and the Web site is again the primary product. â€śWeâ€™re looking to build our international presence and the quickest and most effective way to do that is online,â€ť says Awesu.
AvenueReport.com is currently undergoing a relaunch that will add video and MP3 audio clips in an effort to â€śmake the site as interactive as possible,â€ť says Awesu. Â
A Web relaunch was scheduled for the last week in January. To build audience, the focus will be on cross-linking. â€śA lot of publishers forget to do the grassroots thing, likeÂ link-share with other Web sites and blogs,â€ť she says. â€śWe need to try to be as creative as possible with our content, whether itâ€™s text or streaming video. We need to be able to package all that together online without overloading our audience.â€ť
Awesu is also upgrading the content management system for AvenueReport.com and looking ahead to the next Web evolution. â€śWeb 2.0 tools are great but they need to be managed and marketed well,â€ť she says. â€śA lot of publishers just throw Web 2.0 on their site. Weâ€™re looking ahead to Web 4.0 and what it will be and how we can use it.â€ť
Stopping the print edition is saving Awesu about $40,000 (although also eliminating one of her key revenue streams for now). â€śWhen developing the CMS, if you cross-barter, it could be as low as $2,000 or it could be as high as $10,000,â€ť she says. â€śWith Web hosting, it could be $40 per month or it could be $100 per month.
As a small publisher, Awesu is leveraging online ad networks to build advertsing revenue on the site. â€śThere is still a lot of shifting with advertisers,â€ť she says. â€śPeople are looking for things that can be activated in-book, online, in events. We want to offer that 360-degree package.â€ť
Where They Will Grow: International audience.
Where They Will Save: Going digital-only for now will save about $40,000.
Quote: â€śWeâ€™re looking ahead to Web 4.0 and what it will be and how we can use it.â€ť
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