Media: All about... Consumer magazines online.(digital strategies of Emap Plc)

Emap's troubles raise wider industry concerns. Ian Darby investigates.

Amid all the recent drama enveloping Emap, the analysis focused pretty much on just one issue: digital. Or, to be precise, Emap's digital strategy. Or, even more precisely, its historic lack of one.

As the chief executive, Tom Moloney, rode off, not too gloriously, to a remote pasture, fingers of blame were pointed in his direction. The allegation being that he failed to transform Emap's consumer magazine division into a multi-platform proposition with a significant online presence.

Observers are asking whether these issues were Emap-specific or emblematic of a magazine industry lumbering into an uncertain future The media analyst Lorna Tilbian's comment on Emap's situation could, arguably, apply to its rivals: 'The group has indicated it is satisfied with its strategy of 'rewiring' Emap to deliver faster revenue growth, but is looking for a more vigorous execution of this strategy.However, Emap's strategy could prove too little, too late in consumer media, as rival websites have a significant lead over its offerings, while moving from a cover-price model to one more driven by advertising could cause major disruption to the group's revenue base.'

There are two big issues at play here for all consumer magazine publishers looking to move online. The issue of losing cover-price revenue, and the presence of lean, fit, opposition in the shape of networking sites. Arguably, the buzz around these brands is louder than that around more established media such as Emap's Heat and Conde Nast's Glamour.

1. The debate over Emap's broader digital strategy overshadowed its unveiling of the details of Heat's new website, Heatworld.com. What should have been a glorious launch seemed to supply grist to the mill of those seeking an example of digital activity that could have been signed off years ago. That said, the Heatworld launch squares the circle of Heat's cross-platform offering (it is now available in print, radio, online and mobile formats), and offers unique content not available in the print edition. It ticks the Web 2.0 box by offering discussion forums and user profiles. Emap claims the launch will 'future proof' the Heat brand and its revenues. Advertisers such as Rimmel and Impulse have climbed on board, but Heatworld's competition is strong.

2. Revenues will not necessarily follow every consumer magazine's online launch. Advertisers already have plenty of online options, and sometimes at a fraction of the cost that magazine publishers are attempting to extract for their online properties. Mark Gallagher, the executive director at Manning Gottlieb OMD, says: 'The main issue is that publishers will need a strong brand to take into the digital arena. There are already strong brands around and we can reach huge audiences using Facebook - which now has 3.5 million users. There are economies of scale to be had in using these sites, and it's hard to see any consumer magazine achieving this scale.' Observers suggest that using networking sites can be up to three times cheaper than advertising on magazines' websites.