For many years, radio and broadcast media have understood the importance of dayparting — hitting your audience with the most important news during “drivetime” or the most revenue-generating shows during primetime. Online publishers have been slow to catch on to this savvy marketing tactic, instead adopting traditional print models of posting new content online as it went to press.But recently, a number of paid content sites have shown the importance of timing in publication. The Wall Street Journal’s Raju Narisetti recently advised staff to coordinate posting new content when site traffic was highest.And Sports Illustrated was even more thoughtful in deciding when to post its story on Jason Collins. The athlete requested the first-person account revealing his sexuality not be posted before the Boston Celtics’ first home game after the Boston Marathon bombings. So they published on Monday, but at 11am — right before lunchtime on the East Coast, when traffic is highest, and not too early on the West Coast, so that Collins would be able to take phone calls.Subscription sites should adopt these “lessons in timing” to suit their own content. For example, many B2B sites don’t get daily traffic — and that’s OK. But B2B sites *should* time their content to publish on the day and time when traffic is highest. That may be a Wednesday lunchtime or a Saturday afternoon, when professionals aren’t overwhelmed by to-do lists. In the same vein, enthusiast sites may want to publish in the evenings, when subscribers are home and able to indulge their passions and hobbies.And since email is often the biggest driver of returning site traffic, timing your online publishing schedule also means timing your emails. If you’re interested in picking up some tactics to help coordinate content publication and site traffic, attend Subscription Site Summit next week in New York, where Michael McCrudy of TestingMom.com (and formerly Match.com and TheLadders) will be covering advanced email marketing tactics.