Challenging economic times call for innovative measures. In this issue of Engage we learn how to maximize Web opportunities and product development with Tim Hartman of GovernmentExecutive.com. Take a look at our video interview and the new engage blog for even more. If you get even one idea, we'd like to think Engage is worth reading and watching!

industry buzz

Thinking Outside the Banner
With ever-expanding Web technology, advertisers are beginning to focus on online banners again. New technology helps to catch the readers’ eye by using 3-D modeling (augmented reality) and GPS mapping. Smart Car’s new campaign uses interactive ads that open up into a game and can be found in the address bar of users’ browsers. See how it works, or check out more banner ideas.

Getting “In” with Online Media
This year’s MPA digital conference discussed the importance of extending print media online. ESPN magazine is experimenting with digital editions for email and applications for the iPhone. Click here for more tips and information.

Why Content Remains King
While some publications have folded due to economic stress, many magazines are still achieving results. High-quality publications that put content first and "build enduring relationships with their readers that Facebook and Tumblr still aspire to" will continue to prosper.

Disclaimer: Access to some sites may require registration.

diamond in the rough

Maximizing Opportunity with New Web Products

The magazine world collectively gasped last week when In Style's longtime editor Charla Lawhon announced she was leaving to launch a Web site. In such tough economic times, many people are hesitant to launch anything other than a lifeboat. But, Lawhon may be on to something. According to Tim Hartman, Digital Media Publisher at Government Executive Media Group, despite the economy, "if a Web launch is done carefully and with a lot of thought, it can be very successful."

Watch Tim's video interview

Hartman and his team launched NextGov.com a year ago after noticing a surge of interest in technology reporting and advertising on GovernmentExecutive.com, the online companion to Government Executive magazine. By taking extra time up front to plan, and applying the same standards and practices as they do in their successful print products, the Web site cultivated a loyal audience base. A year after its launch, NextGov.com is now the second most popular technology Web site in the federal space—and advertising revenue is growing alongside that readership.

Former New Yorker editor Tina Brown's site, The Daily Beast, launched in October, and the startup's traffic is soaring—reportedly hitting 3.8 million visits in January. But just like Hartman's launch, it took extra time and planning to get to that point. "In this first phase, we're only focusing on the content and building the audience," Brown said in an early interview. She was smart to take it slow. "You really need to put the time in to plan your Web site and be deliberate about it," Hartman says.

By taking your time building a base of readers and cultivating your audience, you are preparing your site for advertising. Some Web sites even wait years to get to that point. Twitter, for example, is considered one of the most successful Web startups in the last few years. The social networking site celebrated its third birthday this month with a whopping 1,382 percent growth rate—and an estimated 6 million-plus users. But the owners are still hesitating on selling advertising, even though experts say the top Twitter accounts are worth more than prime Superbowl advertising time.

Bottom line: Don't be hasty with your Web launch. It's better to take it steady, and create a solid foundation for your readers and future advertisers.

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