PATHFINDER: ON LINE MAGAZINE MARKETING

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The evolution of the traditional magazine in self-marketing is interesting as it suggests the way in which conventional publicaitons will fight for self identity in the information age that is to come. Time Warner has developed its own on-line conglomerate of its magazines called Pathfinder. With it, the consumer can read electronic articles about the most current and up-to-date events without the hassle or cost of actually purchasing a magazine. In addition, they need only to spend time reading news in which are of particular interst. One might question the logic of Time Warner group in offering its publications free of charge, but it must be realized that by going on-line, the publishing giant increases its readership and becomes encamped as a player in the digital marketplace. The audience served by the internet is potentially larger than that served by traditional forms of circulation, and it offers an inexpensive vehicle to reach the masses. In a world that's becoming ever more digital, Time Warner has initiated an intelligent marketing strategy by investing in the net. When newspapers, magazines, and radio become overshadowed by the power of the National Information Infrastructure, Time-Warner will already have created a successful home for itself on the net. Through Pathfinder, the mass public can easily and enjoyably learn more about current political and social news. This new digital medium is most certainly a look at the future of marketing, for both the politically and socially concerned.