Porter sounded happy and relaxed with progress at the paper – a regular on How-Do since its launch back in December – and keen to talk about the momentum that appears to be gathering online.

“We’re now getting page views of over 125,000 a month and 35,000 unique visitors,” he said when speaking of www.crainsmanchesterbusiness.co.uk , adding, “all that from a standing start at the beginning of the year.”

He imparted that this currently translates to “a 25 per cent month on month” increase – a statistic Porter feels is largely due to the growing awareness of the title within the business community, not to mention its popular daily email updates.

On this point he disclosed: “We’re currently at the stage where we have 4,250 people a day getting emails from myself with the daily updates.”

Porter: online changes

However, in a move that some of those 4,250 devotees might find slightly less than impressive (if they’re not offline subscribers that is), Porter is set to change the on/offline formula from September onwards.

“At the moment we’re still offering the whole content of the paper online,” he stated, “but that’ll be changing in the course of the next six weeks or so.

“From that point onwards what appears in the paper will only be available to subscribers of the newspaper itself. In that way we aim to push more people to the paper as, after all, that is the main driver for the business.”

He continued: “The website will still be breaking news stories every day – there’s usually three or four there before 9am even – but the newspaper will be the source for stories that are not coming down the wires; news that’s come directly from our own 13-strong editorial team.

“In that way we think we can offer something different through the two channels – namely two services that combine to create a full service news offering to the business community.”

Porter added that commercially Crain’s Manchester is taking significant steps forward and has just signed Orbit Developments up to sponsor the daily email updates for a year from September.

“They’ve been great supporters of the paper,” he concluded, “and we're delighted to have them on board for a full year.”

Did you enjoy this article? Please share it!

Comments (10)

1  By Simon Wharton , on 31-07-2008 06:31 I like the publication but I think this is a suicidal step. At a time when they should be embracing digital, they are in effect moving away from it. Why would I want to get an in depth analysis on a business story in a format that is less available, less instant, less current? It would make more sense to leverage the brand by generating more online engagement, leading to enhanced revenue opportunities. I hope I'm wrong but I suspect this is a pretty bad move for the future of the publication. Report

3  By Gez Daring , on 31-07-2008 06:30 This is a massive step. Backwards.     I think it's a real shame as, like Simon I like Crain's. The sole purpose of an online magazine should be to get the arresting content out there. Even if they publish less online than in print it should be free and shared/scattered as far and wide as possible to build the brand.    The major newspapers have reallised over the past couple of years that the online subscription model doesn't work. Now those who were slow to catch on are playing catch up to publications like The Guardian (sorry, theguardian). Report

4  By Nigel Hughes , on 31-07-2008 09:38 The bosses at Crains seem to be a self-confident bunch and the quality of their product means they've every reason to be bullish - but I'm sure they've over-estimated the demand this time.    I've spoken to lots of people who admit to a sneaking admiration for the way the mag refused to compromise on ad rates, but this is different.    Gez Daring has it right. At first, the major newspapers on both sides of the pond thought that paid-for content was the way to make money as an online publisher. They soon changed their minds though, having realised that the value of online communities diminishes when you restrict membership by charging in this way.    I'm surprised at Crains because I suspect they know this full well. Maybe they have something else up their sleeve. Report