Magazines in the Digital Age
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The evolution of Emory Health Sciences magazines from print to web over the past 5 years. Where we have been, where we are now, where we are going.
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Magazines in the Digital Age
- 1. Magazines in the Digital Age Emory Health Sciences Publications Wendy Darling, Emory University | November 2011
- 2. Wendy Darling Communications Specialist Health Sciences Communications Emory University wdarlin@emory.edu 404-727-8553 @wcdarling Twitter Projects www.emoryhealthsciences.org www.emoryhealthblog.com whsc.emory.edu/soundscience/ www.emory.edu/grady twitter.com/emoryhealthsci facebook.com/emoryhealthsci
- 3. Where We Were 5 Years Ago: Online Edition Print Edition
- 4. 5 Years Ago Web Version A “reproduction” of the print version Hand-coded HTML All call-outs were graphics Time-consuming conversion Lag of weeks or months (!) between print and online versions No feedback, i.e. web analytics
- 5. The Disconnect Web site was an afterthought Little integration with health sciences web site or other campus web sites No integration with news No related links Due to time lag, online magazines were out of date by the time they appeared – and print was already out of date
- 6. Where We Are Now Past 3 Years: Online Edition Print Edition
- 7. Past 3 Years Web Version Integrated with main Emory Health Sciences web site Updated via content management system (CMS) Entire publications team involved in putting online, including editors who can tweak Lag between print & web cut… to point often web is ready first Integration of multimedia
- 8. Past 3 Years Web Version (cont.) Addition of related links Content re-use & sharing – with main site, Emory.edu, school web sites, multimedia, etc. Web analytics showing usage, trends, sites links to magazines iPad App Emory Health Sciences Publications app makes four main publications available
- 10. What Stats Show Email blasts / promotions lead to spikes in views Promotion via school web sites helps greatly Some stories retain popularity long after they have run Promotion via social media, features on web sites can keep stories active between issues Stories clearly not getting as much traffic as they could
- 11. Where We’re Going Coming Up Next: Above: Under Development Right: Primary Model
- 12. Where We’re Going Story Page • Clean design • Focus on the article, not the “chrome” • Better formatting • Built-in styles for captions • Built-in styles for sidebars • Related links stand out • Table of Contents on story pages • Designed to encourage exploration
- 13. Coming Up Next New stand-alone web site Magazine-style site Easy navigation more articles read RSS feeds Tracking Finer tracking, i.e. audience segmentation. Use of Spectate to track “campaigns,” i.e. new issues
- 14. Coming Up Next University News Center New way to get stories out there Direct participation by editors on Emory web site Integration with Emory.edu site Increased exposure more traffic Also Continuing iPad Multimedia
- 15. Wendy Darling Communications Specialist Health Sciences Communications Emory University wdarlin@emory.edu 404-727-8553 @wcdarling Twitter Projects www.emoryhealthsciences.org www.emoryhealthblog.com whsc.emory.edu/soundscience/ www.emory.edu/grady twitter.com/emoryhealthsci facebook.com/emoryhealthsci