The “monkey bread” of magazines: A publication designed to be pulled apart and forgotten
•Download as PPT, PDF•
2 likes•631 views
Why should you produce a publication meant to be dismembered? Most college and university magazines are steeped in tradition and treasured by internal audiences. Often edited and designed by a dedicated staff, they’re viewed as singular products with their own identities. But in the digital age, that does not get the job done. Learn about a business school’s attempt to “blow up” the typical distribution model and create a publication of independent stories that can stand on their own (AND as a cohesive unit.) Learn how Creative Commons licensing has worked (or not) to disseminate this content to the masses.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
Similar to The “monkey bread” of magazines: A publication designed to be pulled apart and forgotten
Similar to The “monkey bread” of magazines: A publication designed to be pulled apart and forgotten (20)
Recently uploaded
Recently uploaded (20)
The “monkey bread” of magazines: A publication designed to be pulled apart and forgotten
- 1. The Monkey Bread of Magazines: A Publication Designed to be Pulled Apart and Forgotten Laura Herring, Web Content Coordinator The Kogod School of Business American University @lauraherring88
- 2. Kogod Now: What We’re Going to Learn • How is a hybrid print/digital publication effective on multiple media channels? • How has individualized media outreach influenced the promotion of faculty research? • What is the benefit of translating faculty research for broader appeal?
- 3. Kogod Now: What We’re Going to Learn • What are the ins and outs of customized, targeted distribution for a modern college magazine? • Why is the budget for such a publication still worthwhile?
- 4. What is Kogod Now?
- 5. What is Kogod Now? • Published biannually, September and March Limited print run (2,000-2,500 copies) Custom website for each issue Segmented digital distribution
- 6. What is Kogod Now? • Primary audiences (external-facing) Peer Deans Outside Media School Stakeholders • Secondary audiences (internal-facing) Alumni Current students Prospective students
- 7. What is Kogod Now? • Based on faculty research and school practices Each issue revolves around one theme Articles meant to flow together (print) and be pulled apart when needed (digital)
- 8. But Why? *photos via The Chronicle of Higher Education
- 9. But Why? • “Strategic Consequences of Emotional Misrepresentation in Negotiation: The Blowback Effect” A Matter of Trust: Negotiation Tactics from a Social Capital Standpoint • “Intra- and Inter-Organizational Learning and Firm Response to Natural Disasters” How Support Networks Enable Firms to Weather Natural Disasters
- 10. But Why?
- 11. But Why? • Increased visibility Print product sent to peer deans, key for many rankings Easily digestible content makes it easier to promote our faculty by our media relations team Creative Commons licensing encourages small outlets to run the content as-written, boosts our faculty’s online presence • Increased Understanding Bridges a gap between academics and non-academics, allows for staff and faculty collaboration
- 12. The Process • How it Works ~six-month process for each issue We select a theme, base editorial budget on that Content goes through editor, copy editor, then final faculty sign-off Constant process, as spring issue is coming together, fall is being pitched
- 13. The Process • Budget Yes, is expensive both in time and resources, but… • Increased visibility and media placement make up for cost • Print runs decrease with each issue as delivery becomes more efficient • Content shelf-life allows for long-term use and promotion Design • Long-term design contract keeps costs steady over time • We use a local design firm that also does other projects for us, institutional knowledge makes for more efficient use of time Freelance • Most articles contracted to regular freelancers • Some articles written in-house, most sidebars as well • Copy editor contracted as well
- 14. The Process • Finding a Theme Finding 12-18 pieces of faculty research that go together for each issue “Low-hanging fruit” long gone, new challenge with each issue Faculty research roundtable • Even if it doesn’t go in the magazine, great way to find out what everyone is working on
- 18. Distribution • Email Distribution Alumni Current Students Faculty/Staff Outside Audiences Email to Alumni
- 19. Distribution • Print Distribution Co-Researchers Peer Institutions Misc. Groups Opening page of the Fall 2014 issue
- 20. Distribution • Public Relations Pitching opportunities Managed primarily by central university offices Increased collaboration among teams
- 21. Email Distribution • Alumni Broad • Promotes KN as a whole, notes top three articles Segmented • Promotes single articles, based on area of interest • All about the content Email to MST Alumni
- 22. Email Distribution: Alumni • Some issues send same email to all alumni, some issues segment for content • Segmented groups receive emails “from” program directors Blanket alumni emails avg. 13% open rate, <2% clicks Segmented avg. 17% open rate, 4% clicks Email to MST Alumni
- 23. Email Distribution: Current Students • Segmented by Graduate and Undergraduate Undergrad open rate slightly higher (avg. 26%) than Grad (avg. 24%) But Grad click rate (avg. 6%) double that of Undergrad (avg. 2.5%) “Heat map” of student email clicks
- 24. Email Distribution: Prospective Students • BAE story first pushed to direct undergraduate prospects Based on class work, not research, 70% open rate, 9% click rate Sent “from” admissions officer they were familiar with • Other groups include Graduate admits (25% open, 10% click) • Again, based on content Original graphic for Creative Class article
- 25. Print Distribution • Peer Deans For increased recognition • Co-Researchers Thank-you notes • Other MarComm teams Professional “heads up” Spring 2014 Cover
- 26. Print Distribution • Misc. Groups On-Campus locations, mass student appeal Campus tours and parent groups Alumni Events by Content (NYC Finance) Fall 2013 Cover
- 27. Public Relations Distribution • Increased Visibility Provides constant fresh pitch points Timed to news cycle • Teens and alcohol for prom • Auto Index as new models released • Social mourning for TV Original artwork for Teens and Alcohol story
- 28. Public Relations Distribution • Cross-team collaboration Kogod Marketing works with AU Central Marketing • Home page placement for select stories throughout semester • Timed for campus visits and admissions events
- 29. Public Relations Distribution • Stories that appear on the AU home page receive, on average, 250-300 referrals to the site.
- 30. Trying New Things: Social Media Edition
- 31. Trying New Things: Social Media Edition • Twitter contests #FollowtheMoney for the Finance issue, hidden Monopoly money around campus, tweeted hints, cash traded in for prizes • Most successful campaign, prizes claimed mostly by students not in Kogod, spread word about Kogod Now to other schools Tweet a story, use #KogodNow, win a prize, for the Business and Entertainment issue • Less successful, only one or two claims, needed more promo time
- 32. Trying New Things: Social Media Edition • Pitch Tweets Identified bloggers, niche news outlets, etc., for specific articles in each issue, tweet directly at them • Most successful way of getting our faculty mentioned in other publications • Less about re-sharing Kogod Now content than about getting faculty in outside media
- 33. Trying New Things: Social Media Edition • Pitch Tweets Not all content is created equal Actively pitch only those stories most likely to be picked up Where “pulling apart” comes into play
- 34. Trying New Things: Email Edition • Kogod Now Wire Service Instead of sending one email promoting full issue to outside media contacts and sources, rolled out stories in a metered “wire service” model Allowed for greater description of each article, tried to build anticipation with each email Stories sent monthly Tried for three issues, never really got off the ground, discontinued after Spring 2014 to focus energy on other distribution methods
- 35. Trying New Things: Email Edition • Faculty Emails Relevant stories sent “from” faculty members in that program to alumni, prospective students, and personal contacts • Highest open rates of any email for any issue, especially the Fall 2013 Finance issue • One more way we can work closely with our faculty to involve them with the magazine
- 36. Trying New Things: Website Edition Original kogodnow.com, circa March 2011 Kogodnow.com circa September 2014
- 37. Trying New Things: Website Edition Kogodnow.com circa September 2014 • Design better-integrates magazine illustrations Allows for more cohesion between products Redesigned for Fall 2012 issue Currently exploring options for migrating entire site + archives to .edu umbrella
- 38. Sticking with the Old: Email Edition • Primary email template hasn’t changed “Heat map” of email clicks has remained constant, with most readers clicking on “Read Now” button, followed by first individual story link and clickable magazine cover
- 39. Success Stories: Kogod Made in America Auto Index • Cover story for Spring 2013 issue The all-time most popular story, accounts for 66% of pageviews to kogodnow.com Most outside media placements of any article Original graphics for the Auto Index
- 40. Success Stories: Kogod Made in America Auto Index • Cover story for Spring 2013 issue So popular has spawned an annual review of the data Created a new mailing list specifically for updates Original graphics for the Auto Index
- 41. Success Stories: Kogod Made in America Auto Index • First part of Kogod Now to be migrated to .edu website 2014 Edition >29,000 pageviews to date, 12th highest on Kogod subsite • Annual update keeps faculty at the forefront of auto research industry More than half of pageviews came from outside media referrals
- 42. Success Stories: Kogod Made in America Auto Index • Searchable chart show how “American” a vehicle is Data points for R&D, parts manufacturing, corporate HQ, etc.
- 43. Success Stories: Media Placement • Getting the word out Kogod faculty have been quoted more than 25 times for Kogod Now research since the first issue Publications include the Atlantic, the Wall Street Journal, and the Washington Post More than 50,000 pageviews have come from media traffic referrals 37% of all traffic to the site Most for the Auto Index
- 44. Success Stories: Faculty Feedback • Faculty Luncheons Each issue culminates with a thank-you lunch for participating faculty Provides opportunity for faculty members to discuss research with colleagues, especially those in other departments
- 45. Success Stories: Faculty Feedback • Co-Researcher Comments Anecdotal feedback from co-researchers are other schools, many thanks for being included in a Kogod mailing when represent another school Many express a desire that their institution had a way to promote academic research in a more approachable way
- 46. Kogod Next? • Where do we go from here? Continued evolution of print product Changing content forms, more infographics Branching out from just published research Website changes Migrating kogodnow.com to kogod.american.edu umbrella site Exploring online-only content
- 49. KOGODNOW.COM
Editor's Notes
- ----- Meeting Notes (11/5/14 14:26) ----- Add second slide with the actual meanings of the tweets What would you title this article?