Premiere magazine is
folding (cough) going online. Almost 20 years ago, when it launched ahead of Entertainment Weekly, we at Time Inc. fretted that it would get in the way. The business guys considered buying it but passed, saying the business plan wouldn’t work. Well, it worked for a few years. What didn’t work was transitioning its community and content and value to online years ago. They still thought like a magazine. And now it’s as good as gone. Let other magazines be warned: If people would rather talk about your subject matter online, then you’d better be there to help them do what they want to do. Your community is there, with or without you.
by Jeff Jarvis