With news late last year of declining sales figures for magazines on American newsstands, the importance of creating alternative advertising streams is at an all-time high. Using Web 2.0 to redirect readers from the print version of their favourite titles to their online partner is imperative. Here are three magazines who are taking on the challenge and for the most part, are doing it well.

Chart is the longest-running Canadian music magazine. Its primary focus is Canadian artists, concerts, industry events and the national culture’s relationship with music. Its website version, CHARTattack.com was launched in 1996, which, according to the website, made it the “first on-line for the Canadian music/entertainment industry.” Music, as with other creative endeavours, is an art form that encourages creative input, output and discussion. Consequently, web2.0 tools and features are a natural association for this subject matter and website.
At the bottom of their home page, featured relatively prominently, CHARTattack.com has two section headings that address web2.0: Community and Connections. Under Community, a link to five of the major online social networking and/or multimedia sites operated by the magazine can be found: Facebook, Flickr, MySpace, Twitter, YouTube. Under the Connections section, there is an RSS link that leads you to a page that has not only the link to the main RSS feed but also each of the main editorial/contents section, including podcasts. It helpfully provides a link to the RSS Wikipedia entry for further information and explains how to set up specific tags to get feeds for them. Many of the articles can be bookmarked. There are also blogs, forums and polls for greater interactivity with site visitors. The many different tools used allow for numerous avenues for user-generated content (which alleviates some of the editorial load) and multiple advertising opportunities, which can be tied in thematically with the different subject matter. The site employs this successfully.
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