Magazines inthe Digital Age

Emory Health SciencesPublications

Wendy Darling, Emory University | November 2011

Wendy DarlingCommunications Specialist Health Sciences Communications Emory University

wdarlin@emory.edu 404-727-8553@wcdarling Twitter

Projectswww.emoryhealthsciences.orgwww.emoryhealthblog.comwhsc.emory.edu/soundscience/www.emory.edu/gradytwitter.com/emoryhealthscifacebook.com/emoryhealthsci

Where We Were

5 Years Ago:

Online Edition Print Edition

5 Years AgoWeb 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

The DisconnectWeb 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Due to time lag, online magazines were out of date by the time they appeared – and print was already out of date

Where We Are Now

Past 3 Years:

Online Edition Print Edition

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

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

Web Analytics

Google Analytics

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

Where We’re Going

Coming Up Next:

Above: Under DevelopmentRight: Primary Model

Where We’re GoingStory 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

Coming Up NextNew stand-alone web site

Magazine-style siteEasy navigation more articles readRSS feeds

TrackingFiner tracking, i.e. audience

segmentation.Use of Spectate to track “campaigns,”

i.e. new issues

Coming Up NextUniversity 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

Wendy DarlingCommunications Specialist Health Sciences Communications Emory University

wdarlin@emory.edu 404-727-8553@wcdarling Twitter

Projectswww.emoryhealthsciences.orgwww.emoryhealthblog.comwhsc.emory.edu/soundscience/www.emory.edu/gradytwitter.com/emoryhealthscifacebook.com/emoryhealthsci