Bridget Murray Law - What Does Your Reader Want?
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What Does Your Reader Want? Crowdsource your editorial strategy to get them hooked Let’s face it. Pushing your organization’s mission in your magazine’s pages likely won’t pull in readers. In fact, it may turn them off. And that’s the challenge of association/special-interest publishing: How do you craft an editorial strategy that successfully intersects with organizational mission, what your readers want and how they consume media? Four years after a redesign of The American Speech-Language-Hearing Association’s magazine, its editor-in-chief Bridget Murray Law will show how she and her team considered the redesign way more than a facelift. She’ll walk you through its restructuring—and continual evolution—in accordance with readers’ online media use. She’ll guide you on how your magazine can use blogging and social media to drive print content—and vice versa.
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Bridget Murray Law - What Does Your Reader Want?
- 1. WHAT DOES YOUR READER WANT? CROWDSOURCE YOUR EDITORIAL STRATEGY TO GET THEM HOOKED BRIDGET MURRAY LAW EDITOR-IN-CHIEF THE ASHA LEADER ASHA
- 2. WHAT ARE OUR GOALS? ‣ Engaged readers ‣ Online hits on our content ‣ Reader response to advertising
- 3. BARRIERS TO ENGAGEMENT: ASSOC PUBS ‣ One: Top-down messaging ‣ Two: Turf wars over content strategy ‣ Three: Resistance to change ‣ Four: Nonprofit status=lesser market incentive
- 4. ‣ One: Online reader survey ▸ Two: Chats with internal stakeholders ▸ Three: Online metrics ▸ Four: Industry best practices ▸ Five: Tap industry expertise Editorial strategy 2011/2012:Determining what readers want
- 5. Internal stakeholders: Format is outdated, uninviting
- 6. Members: Want smaller size to use in teaching/sharing
- 7. • 26.8% SAY LEADER RELEVANCE TO INTERESTS AND NEEDS IS "VERY GOOD.” • 30.5% SAY OVERALL DESIGN AND CONTENT IS "VERY GOOD.” • 22.5% SAY LEADER HAS INFLUENCE ON THEIR PRACTICE DECISIONS. 2008 Reader Survey
- 8. TRANSLATION: 70 PERCENT OF READERS DON’T LOVE THE DESIGN AND CONTENT. WE HAVE WORK TO DO! 2008 Reader Survey
- 9. TRUE INNOVATION IS COMING UP WITH A PRODUCT THAT EVEN THE CUSTOMER DIDN’T KNOW THEY NEEDED. StartupVitamins
- 10. ‣ 2008/2012 Reader Surveys: Want increased portability/copy ability, & better navigation ▸ Internal stakeholders (staff): Want updated design. ▸ Online metrics: Top performing content ▸ 1. Practice tips/trends ▸ 2.Research briefs ▸ 3. Human interest stories Strategy: Crowdsourcing results as starting point
- 11. ‣ Industry expertise (Bussolati): ‣ Use of white space ‣ Infographics ‣ Compelling Images ‣ Navigation ‣ Integration with social Industry Best Practices: Social Media Integration
- 14. Covers are: • Full page • Conceptual • Person with graphic elements
- 15. Features are: • Longer • Fewer per issue • Not always by members— Freelancers or Leader staff • Start with two- page spread
- 16. Departments are: • Written tight and short • Heavy use of graphics, photos, white space • Often incorporate social media
- 17. Columns are: • Written by members or staff • Limited to 700 words • Focused on actionable bullets and practice tips
- 18. Social media is integrated into print: • “Posted” readers answer questions on Twitter • “BlogJam” rounds up member blogs • “Glimpses” Posts reader Instagram photo
- 19. Pushing print in social media: • The ASHA Leader Blog: posts Tuesday, Wednesday, Thursday
- 20. • ASHA Twitter feed: Daily posting
- 21. • Facebook: three to four posts a week
- 22. • OVER HALF OF READERS (56 %) SAY THEY SPEND MORE TIME READING THE LEADER. • OVER 90 % WANT MORE INFORMATION ON PRACTICAL TIPS FOR DAILY WORK, NEWS, AND TRENDS IN THE PROFESSIONS, AND LATEST RESEARCH FINDINGS. 2013 Post-Relaunch Reader Survey
- 23. TRANSLATION: THEY LIKE THE NEW CONTENT WE’RE EMPHASIZING AND WANT MORE OF IT! SUCCESS! 2013 Post-Relaunch Reader Survey
- 24. “I LIKE THE NEW LOOK A LOT! KEEP A BALANCE OF RESEARCH AND PRACTICAL!” “APPRECIATE THE READABILITY (CLEANER WRITING STYLE). KUDOS TO THE EDITOR!” 2013 Post-Relaunch Reader Survey
- 25. “LOVE THE NEW FORMAT!!” “VARIATION OF ARTICLES—HUMAN INTEREST STORIES— EXCELLENT LAYOUT—GOOD. KEEP THE RESEARCH ARTICLES COMING—MAKES ME PROUD TO BE IN THIS FIELD!” 2013 Post-Relaunch Reader Survey
- 26. THANK YOU! ‣ Bridget Murray Law - Editor In Chief, The ASHA Leader ‣ leader.pubs.asha.org ‣ bmurraylaw@asha.org