What Consumers Want From Magazine Web Sites

Despite editors' best efforts, most magazine consumers don't see magazine Web sites as compelling content destinations. Consumers who do engage with magazines across channels are seeking content that enhances the magazine experience through convenience, depth, and innovation. Gen Y especially is open to redefining the magazine experience with online games, editor Q&A, and mobile applications. Magazine publishers and other "old media" businesses that can successfully shepherd their audience across channels have a compelling case to make to advertisers — but it will take some work to get there.