From web to print, the new trend

Many journalists, particularly older ones, believe online writing is poorer in quality than print journalism. In many cases this is true, particularly where content-driven sites do not benefit from the financial backing and expertise of an established print publication. But there are many good independent sites out there offering content of a high standard, especially those that target specialist interest areas such as mountaineering, photography, fashion or financial news. And now a new trend is emerging for hitherto web-only publishers to transfer the skills and experience they have gained online to print journalism.

There are many advantages to writing for the web, especially for up and coming writers. The web lets people hone their skills, while also offering the opportunity for journalists to cultivate a voice of their own; something print-based journalism, due to restrictions of space and cost, rarely allows. Web sites, on the other hand, are not restricted by space and the main production costs are the writer's time. This benefits aspiring journalists because if they have an idea for a feature, they are generally given the chance to see that feature published. The internet offers a fabulous opportunity for writers to develop their skills because there is so much room available for them and their ideas. For publishers, web sites are also a great testing ground for new ideas.

During the past few years we have seen more and more 'old media' titles finally establish themselves on the net. In the next five years, I predict that we will see many new media companies make the transition from web to print-based media. The benefits for companies and investors are manifold. Production costs on a web site are far less than for newspapers or magazines. Marketing and advertising costs are a fraction of what it takes to launch a successful newsstand title. More importantly, the internet offers a fantastic opportunity to find out what type of content appeals to a particular audience.

Our web site 50connect.co.uk is a content-led lifestyle portal aimed at the over-50s. It was originally launched in Australia in 1999 by Raingate Internet Holdings and was relaunched in the UK as 50Connect plc in 2000. Drawing on our experience with this site, we have decided to launch a national print magazine for women over the age of 40. Called Viva, the new title will launch in the UK on 20 February 2003.

On deciding Viva's content, we drew heavily on what worked with 50 Connect. Although there are differences in what people want to read online and in print, the knowledge that certain things interest certain groups has proved invaluable during planning stages. It is this kind of prior market knowledge, gained through running a web site, that will become increasingly invaluable to those hoping to break into print media in the future. We anticipate that our jump into press, somewhat against the current media trend, will be more successful than the costly jump to the web made in recent years by some of the larger publishers such as IPC and Emap.

Dale Lovell is editor of Viva Magazine.

http://www.50connect.co.uk

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