• Folio, Friday, February 2, 2007 10:45 AM

Do consumer magazines online represent a real strategy or is it just a band-aid for the widening problem of subscriber defection? Laddie mag FHM is closing its print doors as its core demo spends more time in front of a computer and less with magazines and newspapers. FHM's Web site is sticking around, however. In fact, the site already has nearly double the audience of its print subscribers.

Online migration is a trend that is set to continue. Teen category mags are seeing tremendous growth to their sites in the midst of declining print circulation, as are men's magazines and certain newsweeklies.

Even so, ad growth in the short term will continue to come from print sales. According to a 2006 Folio: survey of consumer magazine CEOs, 77% of those with revenue under $10 million and 57% of those with revenue over $10 million expected new print advertisers to be their fastest-growing revenue stream.

Read the whole story at Folio »