With an invitation that read, “Print is Dead,” Radar Magazine celebrated Halloween and their final issue this weekend. Elsewhere on the print-front, Men’s Vogue magazine is being folded into Women’s Vogue magazine, according to a report in Bloomberg. Additionally Portfolio magazine will be producing 10 issues instead of 12, which was also reported in Bloomberg. Portfolio, which operates online at Portfolio.com is an upscale lifestyle publication. It certainly was a smart move to acquire that fantastic domain name.
It’s a tough time to be a print publication these days. Printing costs are up, delivery costs are up over the last year, rent and real estate taxes at production facilities are up, and readership and advertising is mostly down. Many advertisers are being required to show a “real” ROI for their advertising dollars, and advertising online allows them to do this.
While a good domain name isn’t essential to being online, not having your keyword domain name can mean the loss of thousands of readers. Just from personal experience, ElliottsBlog.com, which I also own and redirect to my blog, receives a fair amount of traffic, too. This traffic would be lost if I didn’t own this alternative domain name. In the case of Portfolio, it would presumable lose traffic if the site was located on PortfolioMagazine.com, as people assume they would find it at Portfolio.com.
At this moment, there are many companies who don’t own their ideal domain name, and I bet some of them don’t even realize the amount of leaked traffic. While it might just be a few thousand unique visitors, it’s still a considerable amount since advertisers are paying based on readership. Circulation numbers (circs) have been critical to newspapers and magazines forever, so you’d think they would do a cost/benefit analysis of acquiring the generic domain name that consumers might expect to find their favorite mags.