Magazine article Folio: the Magazine for Magazine Management

The Electronic Newsstand Branches Out

Magazine article Folio: the Magazine for Magazine Management

The Electronic Newsstand Branches Out

Article excerpt

When Brian Hecht took over the four-year-old Electronic Newsstand, the Web site offered magazines little more than a means for peddling subscriptions online. But in just one year, the 26-year-old president and CEO, who is also online editor at The New Republic, has transformed the Washington, D.C.-based company into a full-service operation, helping publishers establish Web sites and customize their content.

At this point, The Electronic Newsstand (www.enews.com) hosts more than 200 magazine sites and features more than 2,000 links to magazine-related sites. It's biggest customers include The Economist, The New Yorker and Business Week.

"We wanted to make sure this was a product that served the entire magazine community -- very publisher, regardless of how unsophisticated or sophisticated they were," Hecht says. "We have detailed conversations with the publishers about what they're trying to achieve: Do you just want to sell subscriptions? Do you just want to put your brand name on the Web? Or are you interested in offering original content, on a pay-per-view basis?"

The company has hardly neglected its traditional role, however. In fact, the Newsstand has spun off a sister site, www.magshop.com., devoted to subscription sales.

Competitors follow suit

Other ventures have taken a cue. Coral Gables, Florida-based INTERaction Media Corp. and New York City-based Rainwater Enterprises are capitalizing on the electronic kiosk market, which lets consumers buy subscriptions with the swipe of a credit card. …

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