Earlier this year, Spin Media LLC made what some publishing executives might consider a risky move. It decided to offer Spin magazine online, and free of charge.
The digital edition of the 450,000-circulation music magazine - which is accessible on Spin's MySpace page (www.MySpace.com/spinmagazine) and at Spin.com, the publication's portal for breaking news and archived stories - mirrors its print version, but with enhancements. For example, readers can click on icons to purchase music on iTunes, watch music videos or visit artists' MySpace pages, or on hyperlinks to be taken directly to advertisers' Web sites. The digital edition, created by Southborough, Mass.-based Texterity Inc., also enables both the editorial department and advertisers to track which areas of the magazine readers are honing in on.