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Final Analysis — July 15, 2002
DMNews
www.dmnews.com
Target Audience
DMNews and DMNews.com helps direct and internet marketers stay abreast of the changing times by identifying new trends, new markets and new technologies.
Branding & Design
DMNews, while maintaining a tabloid format, certainly manages to keep its pages fresh and easy to follow. The magazine utilizes color-coded headers and eyebrows that seem to be lacking on its web counterpart. The magazine has an overwhelming visual disconnection between its web presence and the print product.
Overall, the site design seems straight-forward but lacks personality. The look and feel established in print is missing. By utilizing stylized elements such as the colorful headers, call-outs and images defined its print sections could have helped bridge the gap between the two. This would also help build the brand equity.
One nice feature is promoting the magazine tagline with a slight tweak from “Weekly Newspaper” to “Online Newspaper.”
In the print product, the only place where the web site is even mentioned is at the bottom of the TOC, and within a few house ads promoting some features. This may explain all the repetitive banner house ads “To buy this banner space...” In order for a publication to be truly integrated, this must involve your entire team.
For instance, the editorial could better promote its interactive offerings within the editorial well. The site also can better drive online users back to print. Consider developing an expanded table of contents with plugs to the online counterpart. Run the URL within your folios and cover. Develop a branded icon that lets users know on online exclusives or expanded content that may not have made it into the issue.
DMNews.com effectively incorporates nice white space around the logo. This space is shared with two 120x60 banner ads on both sides which does not crowd the logo or compete with it much at all.
Navigation & Interactivity
Overall the site‘s navigational execution is straight-forward. The left-hand navigation does unfortunately scroll far down below the standard browser resolution of 800 pixels x 600 pixels. It is always good practice to keep the full navigation towards the upper part of the pages so all the navigational choices are available in one snapshot to a user.
There is also a top-hand set of navigation which contains some important links such as “Advertise”, “Archives”, and “Subscribe”. All the categories are clear and to the point. The gray buttons are bland and perhaps a better reflection on the print branding could help make a content heavy site look more appealing.
The search is strategically placed within prime top-hand real estate of the site. This also remains put through out the site. This is a good practice. Performing a basic search is made easy by offering a keyword search or by simply clicking on the link the user can choose from other useful options. These choices offer plenty of options to attain wanted results that appear in a very neat column with the publishing date included. Taking this one step further can include searches within their directories as well as the archives.
A nice feature worth noting is “The DM Yellow Pages”. This application allows a user to search for specific marketing services or suppliers via company name, keyword, geographical location or supplier category. This is a very useful tool if someone is in need of a specific service. Also, the “Direct Mail Quotes” is a nifty free service that allows you to get multiple mail shop bids on your direct mail project with a click of a button. This is an excellent use of the web‘s capabilities while serving your users needs.
DMNews.com offers some nice personalization features as well. One sure-fire way is to offer a member account and personalization tools. DMNews.com offers a few different options to make the membership worth while. A very nice feature is customizing the home page to display what ever news you choose to be top priority for yourself. E-newsletters can also be personalized by choosing which news features you want to be informed about. Other tools included on the site include a list directory, classified ads, an advertise page and a subscribe section for the print product.
Revenue Opportunities
The site takes advantage of several revenue streams by offering sponsorships, e-mail newsletters sponsorships, banners, classifieds, directories etc. The site does have a nice selection of banner sizes, from 120x60 to some larger vertical and horizontal units. Even a smaller advertiser has ample opportunity to get exposure. Also, incorporating in-house ads within the banner rotation is an excellent practice. Design multiple creatives including plugs to your newsletters, subscriptions, events and other relevant media assets such as sister publications, books, videos, CDs, etc.
The next logical step is to create more exclusive integrated marketing bundles that encompass the entire media spectrum. The rates reflect separate pricing structures and more emphasis should be placed on unique selling opportunities. Once this happens, more of the premium advertisers that appear in print will be in both.
The media kit is comprehensive with both print and online rate information. This is excellent and easy to find. Putting a link to the BPA audit statement is an important practice that was not forgotten here. Well done.
Final Analysis
 DMNews.com does a good job of providing a lot of relevant information and a slew of useful features for the visitor to take advantage of and even more so for members. A redesign should be on the horizon to better mirror its branded look and feel established in the print product. This includes a navigation overhaul. When all is said and done DMNews.com definitely holds up against the rest and maintains a strong content-driven site that has direct marketers coming back for more.
*Note: Viewed at the standard 800x600 resolution.
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In This Issue
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Black-Hole Web Site Gets Sued
Danes Won’t Go Deep
ABM Electronic Media Committee To Survey Internet Strategies
Getting Gator-Slapped
Design Tip:
Need to keep that edit/ad ratio?
Don’t let your photoshoots, illustrations and informational graphics go to
waste. Run those extra images on the Web and promote it in print as an extra online exclusive.
Mark your Calendar:
William D. Littleford Awards Luncheon
August 13, 2002
Union League Club
New York, NY
For more info call: 212.661.6360
American Business Media Publishers' Roundtable
Sept. 19-21, 2002
A day long seminar on ad sales issues sponsored by the American Business Media Publishers Committee.
Chicago, IL
For more info call: 212.661.6360
GCN Publishing
In-Print, On-Line, In-Person: Sure-Fire Ways Your Integrated Buys Will Generate Revenue
September 26, 2002
Atlanta, GA
516.767.3325
Register today!
GCN Publishing
In-Print, On-Line, In-Person: Sure-Fire Ways Your Integrated Buys Will Generate Revenue
October 3, 2002
Cleveland, OH
516.767.3325
Register today!
Magazine Publisher’s of America
American Magazine Conference
October 20 - 23, 2002
Arizona Biltmore Resort & Spa
Phoenix, Arizona
212.872.3700
www.magazine.org
The Folio: Show
Folio: Magazine
October 28 - 30, 2002
The Hilton New York
New York City, NY
917.981.2936
Click here
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