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Time Well Spent

The Magazine Publishing Industry's Online Niche

University of Bedfordshire, UK, deena.ingham{at}beds.ac.uk

Alexis Weedon

University of Bedfordshire, UK, alexis.weedon{at}beds.ac.uk

This article compares the uses of the print and online versions of the same magazine by its readership. Combining surveys of the readership and commercial data from the publisher and web designer, the study examines how one magazine has developed an online publication for its readers. Group Leisure is a niche magazine which has been in print for over a decade and online for two years. This article analyses the usage of the magazine in terms of age, gender and modal occupation of its readers and examines how their understanding of spending and saving time on the magazine underpins their perceptions of its value. The results and conclusions of this research have relevance to the publishing industry and to the study of online journalism.

Key Words: B2B • business magazines • online publishing • qualitative survey • quantitative • readership

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