Making the switch from print to web is full of rewards

But do the homework for your start-up to avoid potholes

O I had this grand plan – walk out of newspaper job, start a web magazine and write and print stories that I liked. It was all very well planned, of course. No capital, no plan B and lots of moral support from Facebook friends who had seen me having a virtual meltdown.

I can say many things about the way newspapers operate but they have a system of checks and balances that panel-beat stories before they end up in the public domain.

When you set up your own web magazine – unless you are hiring a staff of 10 – you are editor-in-chief, tea lady and general dog’s body. You will spend many hours doing the jobs of many people.

So many publications are going on to the internet and it has so many advantages over print these days.

Many notable newspapers are closing down their print operations and going into cyberspace permanently. But I had to ask myself: as a start-up venture, was it a good idea to just bungee-jump into the internet ether?

I did look at the cost of putting out a monthly glossy, I got quotes and crunched the numbers and I baulked at the figures and thought my bank manager would be very unhappy. And just think of all the trees I am saving.

I really had only two things going for me – a really cool name for my website, Potholes and Padkos, and a reasonable reputation as a journalist with a lot of local connections.

Working at a local newspaper in KwaZulu-Natal gave me a chance to build contacts. I discovered I had to adapt to a different mindset.

In a community like the KwaZulu-Natal Midlands, the way of thinking is completely different to that of Joburg. Business is done according to who you know, where you went to school and what colonial pedigree you have.

While in some ways this may sound superficial, it means people like to do business with those they trust. People who semigrate into the area soon find that there really is some degree of honesty and people look out for each other.

I needed my subscribers to be friends and connections I had made in the past three years and I was grateful that they generally came to

Sthe party. I chose to run the web magazine on a free subscription model backed by advertising.

This is the most common route, others choose to ask subscribers to pay but this usually works for niche markets where the information is exclusive.

One of the vital things when choosing a website is to make sure the web template is user friendly and visually pleasing. I have dabbled in designing my own do-it-yourself sites and when you want to compete on a professional level I suggest you go to a professional web builder.

They know what functionality your site will need and they can think ahead to the possible developments you will need. My webmaster, Johan Pretorius of Symcom, is an old web fundi. He gave me a lot of invaluable advice. He suggested a web template that would be readable across three mediums – computer, tablet and cellphone.

“A lot of websites come and go but the ones that last are the ones that offer something to the internet trawler. Stagnant sites are nothing more than a cyber advert,” he said.

He also told me to forget about becoming an overnight millionaire.

“Build an audience first and then you can start playing with advertising rates.”

Getting advertisers on websites is a challenge. Some people readily accept the medium and want to sign up. But others are used to the deadlines and formats of print ads, so getting them to understand “hits” and audience statistics is a problem.

The internet provides the advertiser with accurate statistics in a way print could not hope to produce. The Google analytics are fascinating and for a newcomer like me it is amazing to see which stories are the most popular and who is reading them – yes – it even tells you what the average age of the reader is and what search engine they are using.

Getting your content mix right is the usual problem across print and web but the beauty of the internet is you can change something immediately if you get a negative reaction.

Making sure that you are reaching your audience and still attracting new readers is an ongoing challenge. As a journalist I can write words all day but I am reminded that the average web reader is bored easily and the writing style needs to be snappy and sharp.

While the trend is to make sure pictures are small so that downloading time is minimised this can reduce the appeal of the site.

For me, the greatest discovery has been the connectivity between the reader and myself. As a newspaper journalist I often felt that I never knew who was reading my stories and if they even gave a damn.

Usually letters to the editor were reserved for weighty issues or complaints.

Giving the reader options and opportunities to give feedback ensures that you are more in touch with your audience.

My web magazine www.potholesandpadkos.co.za is aimed at exposing travel and food in the KwazuluNatal Midlands, but already it has expanded beyond this due to demand. It has been a fascinating transition and one I am glad to have made. Like many journalists I had feared the internet would eliminate quality reading matter. But now I think as more people choose the internet as a publishing vehicle, readers will get more discerning.

● Trish Beaver is a freelance journalist and the editor of a new web magazine www. potholesandpadkos.co.za VIRGIN Active’s latest commercial breaks from tradition in many ways – from having no specific storyboard to the way it was shot and the casting process… on the beach in Muizenberg, Kalk Bay and at Hout Bay harbour.

Two young black surfers were chosen to play the lead “roles” because of their zest for life and being active, their love of surfing and how it changed their lives.

The commercial endorses the company’s credo, “Active makes you happy”. It centres on surfing while underpinning the fact that swimming is more than just moving your arms and kicking your legs; it is a skill that can be pivotal to achieving your dreams.

The ad was conceptualised by M&C Saatchi Abel and directed by Kim Geldenhuys of production company 0307.