Abstract:

The aim of this paper is to provide a multifaceted exploration of the motives and success factors of a magazine website. The discussion is based on an explorative case study of a successful Finnish magazine website. Our case illustrates that a magazine website supports all the three functions (editorial, circulation and advertising) that are vital to a magazine’s success. We propose that the magazine discussion forums (one type of virtual community) benefited from the positive feedback that resulted in positive network effects, and led to the adoption of the service. Moreover, community activities have enhanced customer loyalty and added a more lifelike dimension to the magazine concept. As such, the website now complements rather than substitutes the print magazine.