Customer Service, Electronically.

A clean layout that's easy to navigate, transactional capabilities, a link to your fulfillment system and electronic billing and renewal options are the elements that will make a customer-service Web site a cost-saving essential for your magazine.

Who owns your magazine's Web site? Many marketers complain that the editors believe it's their site. But the truth is, every one wants a piece of the action--editors, marketers and ad sales people. It's important to remember, though, that first and foremost, a magazine's Web site belongs to the customers who use it.