Websites have long been seen by publishers as a good source of print subscriptions, but publishers are split over whether online subscriptions are still growing or have peaked, reports MediaWeek.

Some circulation directors say online subscriber generation has flattened at its current 10 percent industry average. Some publishers beat that average by rolling more money into new promotions and incentives to lure in new print readers.

Specifically, they're looking at bringing in new readers via the magazine's own website. That's because sales generated there have a higher rate of actually being paid and eventually renewed than subscriptions generated through a third party.

Some publishers also try to sell related products such as DVDs and other merchandise during the subscription process.