One of the clearest themes to come from the Magazine Publishers of America's digital conference is the increasing role readers themselves will take in shaping website content according to Media Week.
Sites such as MarthaStewart.com and others are already looking to integrate user-generated content, especially videos, into their online offerings. By doing so sites hope to more deeply engage the audience and encourage longer and more frequent visits. Men's title Maxim is also planning to launch MyMaxim in the near future.

Personalization, turning the site experience into one defined by the user and not by the publisher, is also seen as a way to drive print subscriptions. The magazine Blueprint reported two-thirds of its subscriptions are generated online.