WHO SAID THAT only big magazines can build an online subscription business? Yoga Journal, a niche title that appears seven times a year, is now getting 12% of its new subs via the Web. But it didn’t happen overnight.
The magazine launched its Web site (www.yogajournal.com) in 2001. But this was accompanied by turf wars over what was going on the home page, according to circulation director Barbara Besser.
Network
