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articles are most popular and create new content based on what you know your visitors are reading. With a print publication, the editor has no idea which articles and what content are being read.

* On the internet, a lot of the marketing is free. A good website will automatically be indexed by the search engines and drive qualified traffic. New subscribers can be acquired for zero marketing spend.

* On the web, new offers, pricing plans and incentives can be quickly and easily tested and the results presented in real time.

* Most of the administration processes can be fully automated. Sign-ups, renewals, credit card processing and member database management can all be handled via a website with minimal human intervention.

* In a world of instant gratification, online publications deliver deep and rich content to new members within minutes of signing up. This content is available to them 24 hour a day, 7 days a week, with new articles continually being added.

* Free gifts, such as eBooks, can be digitally delivered as incentives for new customers to sign up and for keeping old customers loyal. This can be done at zero cost.

* It is possible to launch an entirely new online publication in less than 30 days. In the traditional print world, it can take many months of planning and preparation to get a publication to the point of launch.

* A website is always on and available 24 hours a day. There are no publication date restrictions on access.

* Printable newsletters can be sent digitally by email in a format ready for printing so that people who prefer to read from paper can still do so.

Within the next five years, online publishing will do to offline publishing what email has done to traditional mail, and what online music downloads have done to the CD industry. It is not a matter of if', it is simply a matter of when'.

The internet now presents both the biggest threat and the biggest opportunity that the magazine and newsletter industries have ever faced. Publishers who embrace the opportunity will be able to use their knowledge, resources and skills to expand faster than they ever imagined possible.

Those resisting change will wither and die.

Learn more about this author, Miles Galliford.
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