The internet - how to make it work for you

You can't escape it, the internet is here to stay and it's changing the way people buy. It's hard to find an advert these days without the ubiquitous www.somecompany.com splashed across the page, poster or screen.

Even if you have already taken that first step and set up a site are you sure that you are getting value for your money? Are your objectives being met? The internet can be a valuable additional tool for your business. However, it is also a tool that eats time, money and resources if not managed correctly.

Decide why you need a site or review why you have a website.
Set clear objectives for the project. Plan what you want to do after it is created.
Be realistic in your objectives. Plan for the medium term, despite the hype the internet is NOT a get-rich-quick scheme.
Make your site complementary to your publications. They can both grow together.
Use your site to offer additional related services to your readers.
Make sure you can offer online payment options through a secure server using a shopping basket or similar tools.
Accurately measure what happens to your site. Where do visitors come from? Which sections interest them and which do they ignore?
Keep the site up-to-date with latest covers, articles etc. A stagnant site is a dead site.
Progressively grow your internet presence to keep fickle visitors interested in your site. Use visitor statistics to drive the site forward.

For more information on online publishing visit the Association of Online Publishers at http://www.ukaop.org.uk/