Web vs. Print Publishing


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Parallels and differences between Web and print
Roles, translation, audience
Writing for the Web, email, and blogs
Content management
Opportunities for synergy

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Web vs. Print Publishing

  1. 1. Web vs. print publishing CWIP Annual Conference 2005 Hilary Marsh www.contentcompany.biz
  2. 2. A little about me… <ul><li>background in print publishing—editorial, catalogs, corporate communications </li></ul><ul><li>focused on online content since 1996 </li></ul><ul><ul><li>Web content strategy </li></ul></ul><ul><ul><li>content management strategy and technology </li></ul></ul><ul><ul><li>email content and strategy </li></ul></ul><ul><li>many different kinds of clients: nonprofits, associations, small businesses, corporations </li></ul>
  3. 3. Agenda <ul><li>Parallels and differences between Web and print </li></ul><ul><ul><li>roles, translation, audience </li></ul></ul><ul><li>Writing for the Web </li></ul><ul><ul><li>email, blogs </li></ul></ul><ul><li>Content management </li></ul><ul><li>Opportunities for synergy </li></ul>
  4. 4. Roles on a print publication <ul><li>Writers—interview subject matter experts for article material </li></ul><ul><li>Editor-in-chief </li></ul><ul><li>Managing editor </li></ul><ul><li>Line editor </li></ul><ul><li>Copy editor/proofreader </li></ul><ul><li>Legal </li></ul><ul><li>Production/Printing </li></ul><ul><li>Distribution </li></ul>
  5. 5. Print publication <ul><li>Information from varied sources </li></ul><ul><li>Common audience </li></ul><ul><li>Common guidelines/shared voice </li></ul><ul><li>Long-defined structure </li></ul><ul><li>Production/publishing separated from creation process </li></ul><ul><li>Content types defined </li></ul>
  6. 6. Print publication (cont'd) <ul><li>Shared understandings </li></ul><ul><ul><li>technology (press needs, bleed requirements, etc.) </li></ul></ul><ul><ul><li>content lifecycle (inception, creation, review/approval process, publication/distribution, archive, deletion) </li></ul></ul><ul><ul><li>workflow (aka editorial schedule) </li></ul></ul>
  7. 7. Web publication <ul><li>All of this information needs to be created from scratch </li></ul><ul><li>Especially true for organization-based Web publications </li></ul><ul><ul><li>they don't always know they're producing a publication </li></ul></ul><ul><ul><li>publication vs. website—an artificial distinction? </li></ul></ul>
  8. 8. Web publication <ul><li>Where does information come from? </li></ul><ul><li>Who is the audience? </li></ul><ul><li>What are the goals? </li></ul><ul><li>What should the voice be? </li></ul><ul><li>Who defines and owns the guidelines? </li></ul>
  9. 9. Web publication <ul><li>What do we do about the fact that our content doesn't come from professional writers? </li></ul><ul><ul><li>No &quot;as told to&quot; on websites </li></ul></ul><ul><li>What is the subscription model? </li></ul><ul><ul><li>email, blogs, RSS </li></ul></ul>
  10. 10. Web publication <ul><li>What content types do we need? </li></ul><ul><li>What is the entire content lifecycle? </li></ul><ul><ul><li>Who should be involved in defining and executing each phase? </li></ul></ul><ul><ul><li>How does the lifecycle vary for different content types? </li></ul></ul><ul><li>What should our workflow be? </li></ul>
  11. 11. Web publication <ul><li>How can we use technology effectively to support our creation, process, delivery and subscription issues? </li></ul>
  12. 12. Web publication <ul><li>Time and staffing issues </li></ul><ul><ul><li>whose job is this? </li></ul></ul><ul><ul><li>do they have enough time to do it? </li></ul></ul><ul><ul><li>are they measured and recognized for their participation in the publication? </li></ul></ul><ul><ul><li>is it part of their job description and performance review? </li></ul></ul><ul><ul><li>what department do they work in? </li></ul></ul>
  13. 13. Roles on a Web publication <ul><li>Subject matter experts (do the writing) </li></ul><ul><li>Editor-in-chief/managing editor (one person, if you're lucky) </li></ul><ul><li>Line editor/copy editor/proofreader (if you're lucky) </li></ul><ul><li>Legal </li></ul><ul><ul><li>How involved will they get? Will they use the CMS? Not usually. </li></ul></ul><ul><li>Production/Distribution (aka IT) </li></ul>
  14. 14. Context issues <ul><li>Publication in a publishing environment vs. publication for a business organization </li></ul><ul><ul><li>(probably same issues as for print publications) </li></ul></ul><ul><ul><li>how are definitions created for what is in the publication vs. disseminated otherwise? </li></ul></ul>
  15. 15. Writing for the Web <ul><li>Inverted pyramid more important than ever </li></ul><ul><ul><li>Consider interest level of various kinds of readers </li></ul></ul><ul><li>Write for the screen </li></ul><ul><ul><li>Break content into chunks </li></ul></ul><ul><ul><li>Cut copy by 25 to 50 percent </li></ul></ul><ul><ul><li>Use subheads and bullets </li></ul></ul><ul><li>Clear vs. clever </li></ul>
  16. 16. Writing for the Web <ul><li>Audience expectations for the medium should drive your decisions </li></ul><ul><ul><li>Print: official voice of the company </li></ul></ul><ul><ul><li>Web: more conversational, ideally with interactivity </li></ul></ul><ul><ul><li>Email: more informal, &quot;push&quot; vs. &quot;pull,&quot; easy to forward </li></ul></ul><ul><ul><li>Blogs: more authentic, risky, easy to share/promote </li></ul></ul>
  17. 17. Content management <ul><li>Web publishing </li></ul><ul><li>Technology that enables the pieces </li></ul><ul><li>What can technology help us do online that we can't do in print? </li></ul>
  18. 18. Opportunities for synergy <ul><li>Print—more, shorter stories with links to longer stories, more details online </li></ul><ul><li>Online—print archives, links to related information </li></ul><ul><li>Comment online on print articles—invite in print </li></ul>
  19. 19. Opportunities for synergy (cont'd) <ul><li>Use blogs to collect information bits as you go, publish regularly in email newsletter, give highlights in print </li></ul><ul><li>Promote online media in print, and vice-versa </li></ul><ul><ul><li>develop a strategy for each medium, tell readers what it is </li></ul></ul>
  20. 20. Opportunities for synergy (cont'd) <ul><li>Online is a &quot;geek&quot; medium—go with that! </li></ul><ul><ul><li>more topic-focused website section/email newsletter </li></ul></ul><ul><ul><li>more input from readers—ask for ideas, invite them to become contributors </li></ul></ul><ul><ul><li>jargon is more acceptable </li></ul></ul>
  21. 21. What can you do with this information <ul><li>Make sure your Web publishing has a parallel infrastructure to your print publishing </li></ul><ul><li>Make sure your Web publications' &quot;editorial&quot; people help make decisions </li></ul><ul><li>Learn about technology </li></ul><ul><li>Get comfortable with various media, and use your experiences </li></ul>
  22. 22. My info Hilary Marsh Content Company, Inc. http://www.contentcompany.biz [email_address] 708.217.3922 708.575.3450 fax