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Magazines inthe Digital Age    Emory Health Sciences        PublicationsWendy Darling, Emory University | November 2011
Wendy DarlingCommunications SpecialistHealth Sciences CommunicationsEmory Universitywdarlin@emory.edu404-727-8553@wcdarlin...
Where We Were5 Years Ago:Online Edition   Print Edition
5 Years Ago Web Version   A “reproduction” of the print version   Hand-coded HTML   All call-outs were graphics   Tim...
The Disconnect Web site was an afterthought Little integration with health sciences  web site or other campus web sites...
Where We Are NowPast 3 Years:Online Edition   Print Edition
Past 3 Years Web Version   Integrated with main Emory Health Sciences    web site   Updated via content management syst...
Past 3 Years Web Version (cont.)   Addition of related links   Content re-use & sharing – with main site,    Emory.edu,...
Web AnalyticsGoogle Analytics
What Stats Show Email blasts / promotions lead to spikes in  views Promotion via school web sites helps greatly Some st...
Where We’re GoingComing Up Next:Above: Under DevelopmentRight: Primary Model
Where We’re Going        Story Page        • Clean design        • Focus on the article, not the          “chrome”        ...
Coming Up Next New stand-alone web site   Magazine-style site   Easy navigation  more articles read   RSS feeds Trac...
Coming Up Next University News Center   New way to get stories out there   Direct participation by editors on Emory    ...
Wendy DarlingCommunications SpecialistHealth Sciences CommunicationsEmory Universitywdarlin@emory.edu404-727-8553@wcdarlin...
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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.

Published in: Education, Technology
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Transcript of "Magazines in the Digital Age"

  1. 1. Magazines inthe Digital Age Emory Health Sciences PublicationsWendy Darling, Emory University | November 2011
  2. 2. Wendy DarlingCommunications SpecialistHealth Sciences CommunicationsEmory Universitywdarlin@emory.edu404-727-8553@wcdarling TwitterProjectswww.emoryhealthsciences.orgwww.emoryhealthblog.comwhsc.emory.edu/soundscience/www.emory.edu/gradytwitter.com/emoryhealthscifacebook.com/emoryhealthsci
  3. 3. Where We Were5 Years Ago:Online Edition Print Edition
  4. 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. 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. 6. Where We Are NowPast 3 Years:Online Edition Print Edition
  7. 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. 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
  9. 9. Web AnalyticsGoogle Analytics
  10. 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. 11. Where We’re GoingComing Up Next:Above: Under DevelopmentRight: Primary Model
  12. 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. 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. 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. 15. Wendy DarlingCommunications SpecialistHealth Sciences CommunicationsEmory Universitywdarlin@emory.edu404-727-8553@wcdarling TwitterProjectswww.emoryhealthsciences.orgwww.emoryhealthblog.comwhsc.emory.edu/soundscience/www.emory.edu/gradytwitter.com/emoryhealthscifacebook.com/emoryhealthsci
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