Ahead of the Puck: Publishing in an Ever-Changing World

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Throughout his career, hockey great Wayne Gretzky had the uncanny ability to skate to where the puck was going to be. Likewise, in today’s ever-changing publishing landscape, we must keep in step …

Throughout his career, hockey great Wayne Gretzky had the uncanny ability to skate to where the puck was going to be. Likewise, in today’s ever-changing publishing landscape, we must keep in step with, if not ahead of, the puck.Traditional (print) and digital publishers are facing obstacles and opportunities: Where is the puck going? What do readers/users want? Should we change the way we think about magazines? How does new media enter our plans? Can social media fuel traditional publishing?

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  • 1. Publishing in an Ever-Changing World Thursday, May 6, 2010
  • 2. Q U I C K , S O M E O N E PA N I C
  • 3. http://bit.ly/cvsgcF "M" from Time, "A" from Vanity Fair, "G" from Rolling Stone, "A" from Entertainment Weekly, "Z" from Harper's Bazaar, "I" from Marie Claire, "N" from Fortune, and "ES" from Esquire.
  • 4. We have had it backwards. We produce a magazine all week, we close it Friday and Saturday, and it begins to go out online…. It’s probably time to flip that. You are solely focused on the digital, and by the end of the week you take the best of … then you print that magazine. Jon Meacham, Editor Newsweek
  • 5. COLLECTING vs CONSUMING
  • 6. WEB characteristics » timely, streamlined delivery, sharable, increasingly accessible, short-form content, distracting PRINT characteristics » timeless, strong pacing and flow, immersive brand experience, longer-lasting, longer-form features, “meditative”
  • 7. “ On average, about two-thirds of staff are expected to work on both the print and web editions of magazines. » 27% work only on the print edition. » 6% work only on the Web site. Magazines and Their Web Sites Columbia Journalism Review March 2010
  • 8. TO WHOM MUCH IS GIVEN
  • 9. remember the “old” days? » Blog » Edit/Send News Alerts » Take/Edit Photos » Post/Edit Online Stories » Capture/Edit Audio » Manage Web News Flow » Capture/Edit Video » Build/Edit Databases » Write/Voice Video Narrative » Manage UGC Networks » Build Photo Galleries » Moderate UGC Comments/Photos/Video » Build Audio Slideshows » Moderate Live Chats » Edit Email Newsletters » Use Social Networks/Tools
  • 10. “ Most employees are hired without web experience and learn on the job. On average: » 59% learn to work on the web while on the job. » 29% are hired with web experience. Magazines and Their Web Sites Columbia Journalism Review March 2010
  • 11. “ Esquire is special because it’s a magazine for men. Not a fashion magazine for men, not a health magazine for men, not a money magazine for men. It is not any of these things; it is all of them. It is, and has been for nearly seventy years, a magazine.
  • 12. diverse integrated reader-driven
  • 13. NEW-MEDIA LAND RUSH
  • 14. Source: Google Images
  • 15. Aunt Eller: They couldn’t pick a better time as that in life. Andrew: It ain’t too early and it ain’t too late. Oklahoma! Rodgers & Hammerstein
  • 16. “ Respondents report the most effective social media sites* were Twitter and Facebook. » More than 60% of respondents said both Facebook and Twitter were either very or somewhat effective in driving traffic to their sites. * Surveyed sites include Facebook, Twitter, MySpace, Digg, Reddit, StumbleUpon, Delicious and LinkedIn Magazines and Their Web Sites Columbia Journalism Review March 2010
  • 17. 7 The Seven Whys
  • 18. pssst don’t forget about plans and policies
  • 19. » High-quality articles and examples of work related to publishing across all media. » Innovative uses of story. (Not just linking to stories for stories sake, but for how story is created and used.) » Examples of cultural renewal: ONE Campaign, human rights, social justice information, etc. » Avoid politics and religion.
  • 20. Now, everyone’s a publisher. Everyone has a voice.
  • 21. HOW THEN SHOULD WE LIVE?
  • 22. Should we change the way we think about magazine and our roles?
  • 23. ag•nos•tic a person who does not believe or is unsure of something
  • 24. suspend any affinity for a particular or historic media channel, whether print or digital.
  • 25. con•tent any substantive asset essential in telling a particular story.
  • 26. con•tent strat•e•gist explores identity, audience and purpose as background for cataloging or creating content assets, then crafts a plan for their appropriate use by creatives.
  • 27. us•er your reader, your donor, your visitor, your lifeblood
  • 28. IT’S ALL ABOUT YOU (sers)
  • 29. “ a showcase of brave new photography created from the best work submitted to jpgmag.com
  • 30. communal focused engaging participatory
  • 31. a•hem Steve Jobs wants to rule the world (or at least your wallet)
  • 32. “ Many magazines are not keeping pace with mobile display and interactivity technology. » 54% offer a digital version of each print issue that replicates the layout of a physical copy. » 47% of sites allow readers to subscribe to content on their own, using RSS feeds, podcasts on iTunes, etc. » 18% have a mobile edition of the site that is optimized for portable devices like smartphones. » 4% have content formatted for e-book readers like the Kindle. Magazines and Their Web Sites Columbia Journalism Review March 2010
  • 33. 1 shake your bias for a particular form of media
  • 34. 2 think content. . . and think about it again.
  • 35. 3 readers matter, a lot. Imagine life without them!
  • 36. @journeygroup journeypublishing