The Binkert Medien AG is facing decreasing print revenues due to the rapidly increasing online publications and the steadily aging current customer base. Therefore, new and younger customers have to be gained by implementing new online features and tools that help expanding the online presence. With these new online features and tools the attractiveness, the online traffic and the number of returning customers will hopefully be increased.

Methodology 1. Literature and past studies have been reviewed to find out more about the most important web-tools. 2. Case studies of publishing firms that have successfully implemented these tools on their website have been searched. 3. Telephone interviews with current magazine readers and advertising companies (producers) have been conducted. 4. The 5 different magazines websites of the Binkert Medien AG have been analysed with Google Analytics to see patterns of current customers, their online behaviour and preferences.

By creating interesting and attractive content through the recommended online features and tools customers will be satisfied and willing to return to the webpage. With the return of these current and new customers more web traffic will be created. More web traffic means more revenue through advertisements because producers will see the value of advertising on the webpages. Through the new online audience and the implemented sharing functions a network (community) can be built up, which means that over time new customers will gained additionally to the current ones.