2.5 - The future of the Webzine

Based on my observations during the internship, I produced a report for Dick Hardt discussing options for the future of the Hip Webzine (Appendix F). The Webzine may have been a key feature of Hip Communications when it was founded, but where would such a publication fit into Hip's current and future plans?

In producing the report, I asked the question "Should the Hip Webzine continue to publish, and if so, within what context?" Several relevant points were identified on both sides of the question. Points in favour of retaining the Webzine included:

The Webzine has value as a "fun" outlet for Hip staff.
Contract or volunteer production staff could be a good source of HTML markup talent for Hip's other work.
The Webzine helps Hip to maintain a presence in the arts community (a potential source of clients), in addition to the corporate world (Hip's primary source of revenue).
The Webzine (when it works) does attract a certain "hip" readership, a very desirable demographic slice. With proper editorial direction and management, this readership could be a source of future revenue to Hip through advertising sponsorship.

Points against retaining the Webzine included:

The Webzine brings in no money.
The Webzine consumes resources (disk, time, bandwidth).
The Webzine's image and tone is at odds with the kind of image that is needed to make corporate clients feel comfortable with Hip's services.

After considering the arguments on both sides, the following general recommendations were put forward:

That the Hip Webzine be renamed to something not so closely associated with the company itself. This would help to distance Hip Communications from the "non-corporate" image of the Webzine, and would act to reassure Hip's more timid clients while still allowing Hip to maintain a presence in the arts community.
That the renamed webzine be offered to an independent group of Web enthusiasts to publish as they see fit, with a minimum of interference and control. In return Hip might ask for a credit of some sort, and might also request that the "Speaking of Sex" column continue to be included in the new webzine as a way of feeding people through to the Focus material.
That the publication be given a complete redesign. The World Wide Web has moved on: what was once "hip" is now passé and the Hip Webzine's current look is very dated. Any webzine trying to cultivate a "hip" readership needs to stay on top of the trends.