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?

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

6. 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.

7. 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

8. COLLECTING vs CONSUMING

11. 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”

12. “
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

13. TO WHOM MUCH IS GIVEN

14. 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

15. “
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

16. “
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.

18. diverse
integrated
reader-driven

19. NEW-MEDIA LAND RUSH

20. Source: Google Images

22. 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

23. “
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

24. 7
The Seven Whys

25. pssst
don’t forget about plans and policies

26. » 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.

27. Now, everyone’s a publisher.
Everyone has a voice.

28. HOW THEN SHOULD WE LIVE?

29. Should we change the way we think
about magazine and our roles?

30. ag•nos•tic
a person who does not believe or
is unsure of something

31. suspend any affinity for a particular
or historic media channel,
whether print or digital.

32. con•tent
any substantive asset essential in
telling a particular story.

33. 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.

34. us•er
your reader, your donor,
your visitor, your lifeblood

35. IT’S ALL ABOUT YOU (sers)

36. “
a showcase of brave new photography
created from the best work
submitted to jpgmag.com

38. communal
focused
engaging
participatory

40. a•hem
Steve Jobs wants to rule the world
(or at least your wallet)

42. “
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

43. 1 shake your bias for a
particular form of media

44. 2 think content. . .
and think about it again.

45. 3 readers matter, a lot.
Imagine life without them!

46. @journeygroup
journeypublishing