Alyssa Martina allows users on Metro Parent to have their own blogs so that they can build connections. Her goal is to get beyond passive, anonymous interaction.
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In this 13 minute segment (download iPod compatible, 67MB), Alyssa Martina describes how she uses the web to connect with Metro Parent's readers. She has always felt that she could not rely on print to make the full connection. She has used a whole array of events to make the connection interactive, and she views the web as providing a whole new level of interactivity. On Metro Parent's site, readers can create their own blogs and connect with each other.
Until August 2007, Alyssa had not implemented an extensive web site for Metro Parent. She did not consider reproducing the print publication online, as many outlets such as the New York Times, were doing viable. Online revenues are currently just not sufficient to cover the cost of producing the content. However, she believes that if she treats the web as a synergistic channel that creates better connection with and between her readers, the value proposition is potentially very attractive.
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