Chris Anderson (Editor-in-Chief at Wired, the one with the Long Tail) and his team at Wired have a "pretty clear vision of what a magazine website in 2007 could be, but we've still got a long way to go".
So Chris started on The Long Tail a multi-part story that should be read from anyone in the magazine business and caring about the future and the relationship with the magazines 'participants'
In Part 1 he shares 3 Than - Now views:
"THEN: Bookmarks and habit drive traffic to the home page; site architecture and editorial hierarchy determines where readers go next. Portals rule.
NOW: Search and blog links drive readers to individual stories; they leave as quickly as they come. "De-portalization" rules.
THEN: Readers read HTML in a standard web browser window. If you want to be really fancy, design a whole new Flash interface that people will have to learn to get to your content. Charge for "premium content"? Sure!
NOW: More and more people read via RSS, where content is divorced from context. Media is atomized and microchunked. Even if readers do come to your site, the expectation is [...]
THEN: We control the site. Editors are gatekeepers.
NOW: We share control with readers. Editors catalyze and curate conversations that happen as much "out there" as on our own site."
Be happy, when your 'partners' do come to your party and entertain them well (to their likings) - so they will consider your next invitation!
via & more at the Rex Blogs
What if magazines were published using radical transparency?