in this issue: industry news | making digital magazines click | interview: edutopia's daly | latest launches Everyone is thinking back-to-school, and so are we. As communicators, we are in the business of growing ideas and helping those around us—our colleagues, our members, our customers—learn and stay abreast of the latest in industry research, practices, and strategies. In this issue of Engage, we break down the pros and cons of digital magazines and the multi-platform experience. And, we highlight one foundation that is working to improve K–12 education. Don't forget to check out the new launches, and see what MySpace has in common with New York Fashion Week. If you get even one idea, we'd like to think Engage is worth reading. Happy learning!
The New York Times reports most ads in September's Vogue were sold with the added-value of ShopVogue TV—a new Web site offering links for purchasing products featured in Vogue's print ads. The site also features videos, serial shows, and user-generated content.
Vogue isn't the only magazine reaping the benefits of online integration. The redesigned Art Jewelry Web site doubled the magazine's print subscriptions, according to Folio.
Custom Publications Inspire Action
In a new study conducted by Readex Research for the Custom Publishing Council (CPC), 74% of respondents take action as a result of reading a custom publication—23% purchase from or donate to the sponsoring organization. Click here to find out more.
Magazines, Runways...and MySpace?
Social networking site MySpace has entered into a promotional partnership with InStyle magazine by launching a fashion community/microsite right as New York’s Fashion Week approaches. The site will feature magazine content such as "behind-the-scenes footage of photo shoots and how-to guides for applying makeup" and celebrity interviews, while also including user-generated videos and content from fashion students. Check it out!
Disclaimer: Access to some sites may require registration.
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Making Digital Magazines Click!
by Judy Kirkland
Most publishers agree digital magazines can expand market reach, lower production costs, boost ad revenue and enhance eco-friendliness. The American Council of Engineering Companies finds a digital format option supports member service and education. Other groups feel digital magazines help reach younger or international audiences. But some membership organizations argue that on-screen intangibility and slow-to-load pages could distance members and weaken communities—damaging the brand and print readership.
Digital magazines can support a variety of strategic objectives. For example, as part of its recent launch strategy, Organize magazine posted a digital 16-page prototype on its Web site to help create a buzz and tempt consumers to pick up the full print version.
But what makes a digital magazine successful? Right now, at least, one thing is certain: digital magazines can attempt to replicate the format of a print publication, but they cannot replicate the level of engagement. To help boost readership, a solid strategy is using the digital edition as a supplement to the tangible print version, offering links, video, and search features that surround readers with more of the content and experience they love about your magazine.
How can you decide if a digital magazine is right for your organization? Start by weighing these pros and cons:
Tell us your views on digital magazines—concerns, applications, personal experience, where they fit in your future.
click here to suggest a trend
What is the role of Edutopia within the Foundation?
What is the most important benefit the magazine has brought the foundation?
How do the magazine and the Web site work together to create a cohesive print and multimedia package?
What are the biggest challenges the magazine faces?
What words of wisdom do you have for association communication heads?
What is your favorite magazine?
What is your favorite Web site?
looking for more? suggest additional interview questions.
PROS
CONS
Increased advertising revenue with additional digital opportunities
Lacks the engagement and tangibility of a print magazine
Ease of distribution can increase the overall market reach
Translating content into a Web-oriented format (vs. replicating the format of the print magazine) is usually recommended—but can require substantial resources
Action-oriented links, content sharing and full-text search
Print-out quality can be poor, hard to read, and reflect badly on the brand
Eco-friendly production/distribution
Requires a computer and broadband (which can, depending on demographics, limit accessibility and "pass-along" value)
Digital format is familiar and accessible to younger audiences
Pages can be difficult to read on-screen and load slowly
Among our print, Web and video outreach, the magazine is a billboard and a calling card for the foundation—oftentimes the magazine is the first thing people see, so it is important that it captures their attention and draws them in to the Web site to learn more.
Edutopia has raised the awareness of the George Lucas Educational Foundation by multiple levels, and has allowed us to reach those individuals that we may have never touched otherwise. It is also the best way for us to really connect with readers and begin the conversation, which is then extended and enhanced on the Web site.
Through our magazine, our video documentaries and our Web site, we have three platforms through which we can tell stories...but we don't want to just tell the same story, the same way, three times. The magazine is a visceral and engaging product that allows us to introduce and develop stories, thoughts and ideas; the Web site then builds upon those topics and grows an organic community with links, lesson plans and additional articles; finally, our video documentaries provide a visual enhancement to the stories. We try to use each media to the best of its advantage, while creating cohesive pieces that support each other.
Internally, the foundation had never produced a broad interest publication like this before, so there was a steep learning curve. Externally, it was most important to get the magazine into the hands of educators who were unaware that it existed. Edutopia tries to capture the energy of the student body, so it does not look like the dull, scholarly journals that most educators are used to receiving. It is important for us to overcome that moment of shock that readers may have upon receiving the magazine, and use it to our advantage to create excitement about the information.
You have to feel passionately about a subject in order to convey a convincing message. People will sense your energy and excitement, which in turns raises their own levels of excitement.
I would have to say The New Yorker because it is one of the few magazines that I try to read all the way through. I almost wish it came less often!
Definitely SFGiants.com, although sometimes it is painful to go there.
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The latest magazines to hit newsstands, courtesy of Magazine Yellow Pages.
This is the new "international publication, focusing on protocols, properties and personalities of the discerning operator and owner." Check out the digital prototype.
A magazine designed for active adults who are looking to achieve personal fitness goals. Produced specifically to "encourage, strengthen and grow the active audience in our community."
From the street, for the street. This custom automotive magazine "showcases the average person trying to be the king of their street."
A magazine for the thousands of plumbing business owners across the nation that attempts to teach them "how to grow and manage their businesses professionally and profitably."