Cover by Ken Schwaber

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The Situation at Tree Business Publishing

Tree Business Publishing (Tree), a division of Tree Holdings, publishes professional journals across a diverse range of industries. It has been almost a decade since Tree decided to publish its journals not only in print but also on the Web. The editors in charge of Tree’s trade publications were told to have journals on the Web as soon as possible. However, two years after this directive had been issued, only one journal was Web live. The delay was in part because Web publishing turned out not to be as similar to print publishing as everyone had thought. Progress had been stymied because Tree had yet to answer a series of questions specific to Web publishing:

  • How could a journal be presented tastefully ...

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