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.
For more on this story, go to Interactive
Copyright February 1998, Crain Communications Inc.