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Final Analysis — July 1, 2002
Inc.
www.inc.com
Target Audience
Inc provides in-depth information and practical tips for company builders and business owners on a variety of topics including strategies, cutting-edge management thinking, community, and case studies.
Branding & Design
Inc magazine has a very pleasing look and feel, offering a clean and clear-cut bold look and feel. Articles are well laid out utilizing typography and photography, to capture the essence of the magazine. This design boldness makes Inc an easy read. The illustrations are also well-done, giving the magazine more personality.
The publication does an excellent job of integrating its web counterpart by devoting a full page Table of Contents to Inc.com. It gives the reader a full low-down on the latest stories and the interactive offerings of the site. Surprisingly, the cover does not prominently promote the URL. Consider placing the URL near the corporate identity especially for a newsstand publication. Near the mailing label on the bottom left seems like an after-thought. URL references in the folios are a solid practice and subtly remind readers to go online. Devising a graphical online icon that appears within the editorial well is the next logical step to drive readers to Inc.com. And don't forget the reverse. Put references or visual cues in the web site to entice users to subscribe to the print publication.
The web site seems to have maintained the branding via the logo but seems to have taken on a new tagline, “Where to start and grow your business”, rather than the print magazine’s tagline, “The Magazine for Growing Companies.” Maybe they think the web site can’t be a magazine. Maybe it can. The point is, the message should be consistent, whatever that message is. Other than the logo though, there seems to be few design similarities woven into the site.
The site greets you with the latest cover of the magazine, which is an instant reminder that you landed in the right place. The cover incorporates a navigational subscriber and advertiser management console that makes subscribing and getting advertising info a cinch. One point worth noting is that the subscription page does lose all the navigational elements of the main site. Sloppy mistake, but with a quick fix. If you're using an outside fulfillment company, supply them with your navigational scheme so its remains in your branded look and feel.
Also the search feature is situated near the logo. This important element stays put and is nicely executed. Below the logo, members of Inc.com can sign up to receive their member benefits, which include tools for members only, newsletters, and even discussions with fellow entrepreneurs. Overall, the site has a clear and coherent design that is attractive and user-friendly.
Navigation & Interactivity
As far as navigating throughout the site, utilizing a left-hand navigation is straight-forward and smooth. The few links found next to the logo (i.e. “Subscribe”, “Archives”, etc.) separate themselves but don’t get lost. The “Current Issue” and “Archive” make it very easy to find what issue you’re looking for as well. Once you click on an issue the content is categorized by cover story, features, and also recurring sections in the magazine. Online specific stories are represented as well.
 It's the categorization of each section here that makes this lengthy navigation bar more digestible. The categories for each section are “Tell Me About...”, ”Show Me”. ”Help Me”. The newsletter sign up is well situated and allows for multiple topic sign-ups.
Once you enter into a section, the content area reflects the section your are in as well as a text tree links which trickles down to the current section. Each of these listed sections can be clicked to take you back to whichever parent section you choose. This is a nice touch.
Inc.com offers a site search engine with two options. A general search and a magazine search which caters more towards the magazine content of the site. Here, you enter a topic of choice and view the results. There are also links to related articles of the results further expanding the results list. On the results page they offer more options to fine tune your search. These are “Search Method”, choose between “All, Any and Boolean”, and “Sort by”. You can Sort by Score, Time, Title, and the reverse of all the above three.
The only flaw in the search was the way the search comes up with the results. For instance when performing a search for a cover story title “Finding the Perfect Pitch” with these options, Magazine, All, and sort by Title. It found five pages worth of results. None of which were “Finding the Perfect Pitch”. A couple of other titles were tried with mixed results. Some came up, while others were no where to be found. It would seem logical, especially since the search was given an exact title or headline, for that specific one to come up and be first in line. This though seems like the only draw back in the search.
The feature which seemed the most helpful was not really an application but a side-bar. Each story has a sidebar containing related articles, topics, top tools and services anticipates the user needs and cross promotes its assets constantly.
The site offers other nice features that help in maintaining a user base. One of which is the newsletter sign up. This customizable newsletter lets you choose which topics and news you want to receive. Also they have special tools for those who choose to become a member for free. These include tools you can either use on-line or download such as interactive worksheets, or downloadable spreadsheets. As a member you can also take an active part in the discussion section and communicate with peers giving and receiving advice on business ventures. This is a great feature for any site. It helps create a community of like-minded people who can come together and share knowledge about any topic. It is a great way to keep traffic flowing through the site.
Other useful tools found on this site help you build your business and even supply a link to "Incorporate" your business online. With a few pieces of information and a few clicks, your company can be incorporated in no time. This is no doubt how so many dot-com businesses got started, clicking around Inc.com after a hard night of drinking. Other key features include a business finder which lists categories to choose from the business directory. There is also a search field in case you are looking for a specific business. They also have an "Events" section which details where and when certain events and seminars are going to be. This is sure to keep visitors interested and coming back for more.
Overall, the site does a good job of identifying partners that offer useful and revelant tools and services under their Inc.com brand.
Revenue Opportunities
Inc.com takes advantage of many different banner ads sizes placed throughout the site. As mentioned above they use a 468x60, 234x60, as well as newer sizes (120x600). They alternate as you click to different sections to accommodate many advertisers. Of course optimum use of banner ads wouldn’t be possible without a house ad to occupy even just one small area, and Inc.com does this nicely. At the very bottom of the page, a listing of “Premier Online Sponsors” appears. This is an excellent device to give sponsors additional exposure.
Another application they utilize on some pages is pop-up ads. While many visitors tend to look down on pop-up ads, these pop-ups use “swf” files to add a little more “Flash”. Pop-under ads seem less intrusive.
Subscription links are abundant and cannot be missed. Placing your subscription offer in multiple places is the best strategy for any publisher. From a link at the top of the page with the image of the current issue cover, to the banner ad at the top of every page, to the very bottom of the page where there is a smaller form for one free try out issue subscription, it can’t be missed or ignored.
Offering both print and online media kits along with specifications, schedules, contacts, and even demographics is an excellent practice. Though one thing that would bring this site even higher would be the addition of an ad upload tool. This would be great to have advertisers or agencies fill out a simple form and upload there ad, either print or online.
Inc.com does a fine job of diversifying their business model beyond selling advertising or banners. By carefully looking at their role as an information provider and not just a publisher, Inc.com recognized opportunities by offering a full suite of services that goes way beyond the printed page.
Business owners in need of content or community-based applications for their own web sites can turn to Inc.com. They offer complete Web development services, content licensing, and a newsletter service in which one can select content, and/or the Community offering and Inc.com will build, support, and host it.
Final Analysis
Inc.com offers a tremendous amount of information and features to keep entrepreneurs and business owners quite occupied. Although the navigation is fragmented into separate areas, perhaps a bit more unity into one comprehensive navigational scheme could improve the usability. Inclusion of more photography can also help break up the text-lengthy features. The search could be enhanced a bit, but overall the rest of the site is quite commendable. Things like customizable newsletters, special members-only features, and plenty of information really help to bring this site above the competition.
*Note: Viewed at the standard 800x600 resolution.
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In This Issue
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FTC Attacks Premium Placement In Search Results
Publishers Claim Software "Steals" Their Banner Ads
Advertisers Say: Create Unique Opportunities And Ask Questions
DoubleClick’s Ad Sales Unit Sold Off
Sales Tip:
Importance of Subject Lines
When sending out e-newsletters, be sure to incorporate your brand in the subject line. Users are inundated with e-mail messages, so your name recognition can make a difference in whether your message is read or not.
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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