Acquisition Helps Woodworking Double Circulation (787 words)
Another medium that's been successful for Woodworker's Journal is the Internet. The magazine has had a Web site for four years, delivering the same soft offer as the direct mail pieces.
"It's the same language, the same terms," says Stoiaken. "We've found that on the back end, the Internet is just as good as any control we've ever had."
While the revenues generated by the Web site are modest, these small profits put Woodworker's Journal in the top half of State of the Industry respondents with an Internet presence, only 41.4 percent of whom are making money from their Web sites. Consequently, Stoiaken plans to expand editorial content and sell ancillary products, such as individual woodworking plans, online.
"We're careful not to go too fast on the Web," he says. "We wanted a presence, but we didn't want to build it up so much that it hurt the bottom line. Our hope and vision is that the Web will give us visibility where our traditional efforts have not."