Paste Magazine President ‘Thinking Beyond Print’ With Site Relaunch
Inbox: What was the most difficult challenge you encountered in re-launching the site?
Regan-Porter: Despite the bursting of the dot-com bubble, good IT resources are still hard to find. And it’s easy to fall into never-ending planning. Everyone has ideas, spurred by the constant evolution of the Internet. And at some point, you just have to drive projects to completion. In our case, our 5th anniversary and a partnership with Yahoo Answers provided a fixed deadline that we were able to mobilize around.
I hear similar stories from other independent publications. Every Web effort pays off handsomely, yet they don’t do enough due to 1) not knowing what to do and 2) not having the staff to do it.
Inbox: Can you offer any tips to other publishers who are evaluating their own online identities and considering their own relaunches?
Regan-Porter: Stay on top of what other sites—even those far afield from your domains—are doing. You’re dealing with a constantly moving target, and if you don’t keep learning and adjusting, you’re out of the game.
Do something and do it quickly. Don’t get bogged down by the search for the ultimate relaunch. The worst thing you can do is let your site stagnate while you’re locked in analysis paralysis. Let your site evolve continually in small measures.