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Effectively Coordinating Print and Web Publications. David Strom david@strom.com (516) 944-3407. Today’s seminar. Some platitudes from yours truly Hear from our panelists See lots of different web publications Get your own comments. My background.

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Effectively Coordinating Print and Web Publications

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Effectively coordinating print and web publications

Effectively Coordinating Print and Web Publications

David Strom

david@strom.com

(516) 944-3407


Today s seminar

Today’s seminar

  • Some platitudes from yours truly

  • Hear from our panelists

  • See lots of different web publications

  • Get your own comments


My background

My background

  • Founding editor Network Computing 1990-2

  • Self-publish Web Informant 1995-

  • Built Intranet Construction Site for CMP 1997 (both print and web)

  • Freelance writer and editor for both print and web trade publications


Mistakes on ics www intranet build com

Mistakes on ICS (www.intranet-build.com)

  • Had different graphic artists for print and web, ended up doing graphics twice

  • Had web team inexperienced in publishing industry

  • Lack of overall coordination, no one really in charge

  • Print deadlines drove web content, rather than the other way around


Ics design flaws

ICS design flaws

  • Print was 4 serial editions, web static

  • Articles mainly reference works and too long for the web

  • Lame email newsletter to drive repeat traffic

  • Too many ad spots cluttered the page


Some wit and wisdom from norm

Some wit and wisdom from Norm

  • “We still haven't found a way to put a magazine on the Web.” Norman Pearlstine, editor in chief, Time magazine.

  • CNNSI has taken off, yet “I'm not convinced that charging subscriptions wouldn't result in the site falling apart.”


So should you charge web visitors

So should you charge web visitors?

  • Two schools of thought, and you’ll hear more about both

  • An alternative is require registration on some portion of the site

  • How not to do it: Infoworld, which has two separate servers


The web is not a book

The web is not a book

  • People don’t like to read from a screen

  • People are more impatient over 28.8 modems

  • Navigating online is still harder than turning pages


Don t get too attracted to technology

Don’t get too attracted to technology

  • Frames suck

  • The fewer graphics the better

  • The more complex your pages, the more limited your audience

  • The more dynamic your site, the less can be indexed by a search engine


Interactive is a dirty word

Interactive is a dirty word

  • Visitors aren’t interested in video games

  • They take too much time and technology to do right

  • Develop simple things such as Attachmate’s Treasure Web that play off registrations (www.atm.com/treasure)


Understand your audience

Understand your audience

  • What pages are popular?

  • What inbound links produce visitors?

  • How long are they at your site and where do they go?

  • What browsers do they use and where do they come from?


Think carefully about advertising

Think carefully about advertising

  • What you promise may not be what you deliver

  • Who really clicks on ad banners anyway?

  • Sell sponsorships like Forbes ($275,000 each)


Complement your print publication

Complement your print publication

  • Don’t worry about “giving away the store”

  • Match content delivery with newsstand availability

  • Have search button right up front and on top

  • Put lots of navigation aids everywhere


Hire the right web me

Hire the right web ME

  • Who can make the trains run

  • Who knows enough HTML to be dangerous

  • Who comes from publishing

  • Who can coordinate with print counterparts


Issues

Issues

  • Does your audience first see something on the web or in print?

    • how do you display URLs and cross-reference?

  • Should the web edition be a reference work or stand on its own?

    • reading from the screen is slower than from the printed page!

  • How easy is it to update your own content?

    • keep archives of the past, even if out of date?

  • Are web and print editions enemies or bedfellows?


Panelists

Panelists

  • Nancy Macagno, Director New Media, Consumer Reports

  • Jackie Gavron, Editor Windows Sources

  • Jennie Baird, Editor, Smart Money Interactive


Discussion topics

Discussion topics

  • Panelist and publication background

  • Relationship between print and web editorial

  • Production streams for both

  • Differences in design

  • Lessons learned, skills looking for


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