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Effectively Coordinating Print and Web Publications. David Strom [email protected] (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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Presentation Transcript
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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