As revenue-strapped publishers consider paid content models, some are quietly tucking more of their material behind a pay wall, while others from Newsweek to The Economist are working on hybrid approaches.

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MAGAZINE publishers once ran ads. Then, they created ads for their advertisers. Now, they are making different custom ads to run in each of their publications, and sometimes even allowing the advertisers to use the ads elsewhere.

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24/7 Wall St. completed an analysis of newspapers websites for the years 2008 and 2009.  We have added magazines to this analysis because print media clearly faces potential extinction if it cannot move most of its content to the Internet in a way that brings in very substantial revenue.  The attempts to do this have proven unsuccessful so far.

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Magazine publishers have been eyeing the iPhone and mobile platforms generally as a salve for what ails their online products. Unlike the Web, people actually pay for content on phones, and many in the industry are hopeful that emerging media will restore the content eco-system to more palatable subscription + ad support hybrid models. With the iPhone offering both a richer palette and more versatile distribution/revenue model than most other devices, it becomes the test bed for a next generation of mobilized magazine brands.

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