Matt Sharp's strategy is to maintain as many points of contact as he can with his audience.
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In this eleven and a half minute segment (download iPod compatible, 58MB), Matt Sharp describes the synergy between the Michigan Business Review's print and online businesses. They complement each other both in terms of advertising and content.
For advertising, Matt likes to think in terms of an ecosystem in which the advertiser tries to achieve as many touches as possible with the reader. There are opportunities in the print publication, events, and online. The distinct feature of online is that it is actionable right then and there.
The Michigan Business Review is actively evolving how it deals with online content. Like Alyssa Martina, Matt does not see much point in replicating the printed publication online. Rather, he views it as the continuation of a conversation, perhaps begun in the print publication, where the author includes additional material and resources.
An interesting development in the online space is the development of a new, online-only publication for the Tri-Cities area: Midland, Saginaw, and Bay City. The decision whether to eventually launch a print publication will depend on reader demand, advertising potential, and whether there is sufficient content to maintain it. In essence, the online medium is allowing the Michigan Business Review to test this new market.
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