Web publishers morph into online retailers

Published on .

As traditional publishers add commerce to their Web sites, they are beginning to delve into the foreign world of retailing. The challenge is providing a successful transition from the off-line soft selling of subscriptions to much more concrete online pitches for specific products.

That means they need to develop new expertise in critical retail areas, such as creating point-of-purchase displays or moving loss leader products on their sites.

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Copyright February 1998, Crain Communications Inc.

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