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Mike wrote:
"I think a W3 magazine will not just be the magazine
shoved intack online -- one of the reasons Acrobat doesn't excite me.  
Its
more than readers being able to communicate with you; its a different
concept of page and layout; its a different reading experience. I  
keep
reminding people here that We are starting a new "magazine" and it  
will
have all the problems a start up always has"

I think you are VERY right. This is actually the most important thing  
to remember. Thank you for pointing it out. 

But  are you sure that  there is not any single piece of the fixed  
costs of your company (building rents. administrative expenses,  
library expensenses, marketing, etc.) that is not going to be "used"  
by the new project? If this happens you have automatically a  
potential marginal revenue, and you have automatically a market  
advantage on your only-online competitors.  And if this happens your  
marketing manager should be aware of this,  so to design a marketing  
strategy  which incorporates this advantage. This can be done at  
least in two ways:
1) offering the same product at lower price 

2) offering more products (or more services) at the same price.

Which is best? It depends on your market target's needs and on your  
company's organizational profile (in short on your marketing  
strategy).  But one thing is sure: both of them increase your message  
to price ratio. 



Regards
Andreina Mandelli
EPH school of journalism,  Indiana University, Bloomington (IN) - std  
disclaimers

"IF I SPOKE A BETTER  ENGLISH I COULD NOT SPEAK ITALIAN SO WELL"

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