Sign in to view
member only content

Just a quick example of smart, integrated online/offline thinking from one of Springwise’s favorite magazines, Business 2.0. Newsstand buyers will now find a code inside the magazine that grants them access to the subscription-only archives, the Web Guid, and expanded coverage of print stories. The code is valid until the next issue appears on sale at newsstands. Time Inc, who own Business 2.0, started introducing these access codes as part of a ‘restricted content’ strategy back in May. With more and more papers and magazines requiring some sort of registration or membership, Time Inc’s newsstand access code initiative will no doubt find followers around the world. While monetary motivations spawned this new business idea, the end result is actually about paying a bit more respect to newsstand buyers! So if you’re in publishing, or if you market products that shuttle between offline and online, pay attention