Be your own Web publisher: from bringing post-war societies to life, to public attitudes on trade and major export success stories from developing countries--trade stories are reaching new audiences through major online media, web-based discussions, blogs--and even phones.

• Author: Domeisen, Natalie

Though Internet use has been widespread only for about a decade, patterns are changing fast. classic" way to use an online site is to read an article, print it, use it as a research reference or link it to one's own site.

The power of the web

Yet even as we get used to these online practices, things are moving rapidly. Online use keeps getting more creative and interactive. Though blogs and RSS feeds are still used only by a very small percentage of readers, their use is on the rise. Over the next few pages we'll share a few cases that show how our own stories reach new readers, through media, blogs and discussion forums.

Understanding the path trade stories take to reach new audiences can help you structure your own approach to publishing.

The Internet has influenced how Trade Forum stories are written. We've modified our print headlines and lead sentences to include essential search terms, so our stories reach more online readers, without rewriting them. We've added online comments features and improved our reporting tools. This feedback influences our choice of articles and how they are written.

Today's Trade Forum online has many features and attracts more readers than our print version. Our online readers consume information differently--they want shorter articles, more frequently, and jump from our site to others looking for insights on trade and export topics.

Online readers receive information differently, too. While print magazines are delivered to mailboxes or distributed at events, today's biggest online "mailbox" is Google, the world's most popular search engine. Trade Forum stories also reach readers through e-mails, RSS feeds or links by other online "publishers" (trade promotion organizations, international and non-governmental organizations, etc.).

Changing roles for print

While there can be surprising paths for web stories online, the route for print stories is also changing. Trade institutions, while looking at web editions, want more copies for their own networks or customized editions, with content and language tailored to their own audiences.

Print remains a valuable support for targeted events and a useful service to a dedicated core readership. The power of design and photos can be exploited in new ways: to showcase export success (our back covers have featured successful developing country exporters); to improve event reporting (photo essays); or to bring trade issues to life in a new way (colourful articles on...