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One Family Shared Values One Brand V alue and visibility in a cross-generational world

One Family Shared Values One Brand V alue and visibility in a cross-generational world Paul Brayford chair Spencer Carter editor. Aims today Overview of web and publication presence Identify wins, risks, opportunities Share ideas, best practices, needs Create a debate Paul

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One Family Shared Values One Brand V alue and visibility in a cross-generational world

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  1. One Family Shared Values One Brand Value and visibility in a cross-generational world Paul Brayfordchair Spencer Cartereditor

  2. Aims today • Overview of web and publication presence • Identify wins, risks, opportunities • Share ideas, best practices, needs • Create a debate • Paul • Web and social media • Spence • To print or not to print?

  3. Web presence • Social media • 143 Facebook followers • >2400 Twitter followers

  4. Print history • Annual bulletin • A4 stapled, 40-80 pages • Spot “archaeology”? • Inconsistent branding • Mixed content, partial coverage • Periodic newsletters by post • Onerous to produce, costly to post • Out of date almost immediately • Gap since 2010 • Superseded by Social Media? | Email, Facebook, Twitter • Leverage e-Campaign freeware e.g. Mailchimp?

  5. To print or not to print? • Pros • Tangible value by weight! People still love paper? • Only 47% ordinary members are “online” • Support 2013 increased subscription rates • Many funded projects require publishing • Cons • Print and postage costs • Editorial resource and time • Questions • Alternatives to print without eroding value? (e.g. e-magazines, issu, etc.) • Where do we fit it? Competition? Trends? Uniqueness? • Can we get subsidies? Leverage economies of scale?

  6. Where do we fit? • County journals • Peer-reviewed, backlog queues (2+ years) • Multi-subject content trending away from archaeology • Limited community project coverage • Expensive, open access for a fee • Local and specialist bulletins • Sometimes struggle for content, periodic gaps • No economies of scale, sometimes subsidised • Thematic or local coverage • Paper still rules • E-journals and student press • Increasing popularity with students • Web-enabled audience, print on demand • Academic focus, limited local coverage

  7. Decision to “up the game” • Where we fit • Semi-peer review (assisted authoring) as a service: broaden the contributor community, build confidence • Shorter lead-times, “agile” publishing • Archaeology focus • Cost and quality • Increase the spec, “spice it up”, attract quality content • Wider audience appeal and visibility (marketing vehicle) • Leverage CBA National re-brand/image • Consolidate CBAY Regional brand and identity • Questions and challenges • E-copy availability policy, fee or free? Mechanisms? • Sustainable content? Affordable cost?

  8. Results • Cost • 120pp, 750 run, £50 graphics, £3.20 ea, £1.20 postage • Set-up is main cost, run volume is main driver • E-copy free (PDFs) • However! >150 hrs editorial time, need proofers • Coverage • 14 papers avg 8pp (2 up to 18 pgs) • Comprehensive coverage: regions, methods, periods • Academic, Commercial, Community, Education • Volume 2 • Seeding programme is yielding results (quality wins?) • Back copy for new members “offer” • Asking, not mandating, £20pp subsidy

  9. Opportunities and needs • Cost • FORUM as an umbrella publication for smaller “partner” societies, at cost, capitation fee? Enough differentiation? • Economies of scale, run-ons, co-branding? • Any scope for collaboration across CBA Regions? • Advertising? Retail presence e.g. Museums? • Coverage • More on best practices and methodology (Community) • Younger contributors, community groups and students • More comprehensive archaeology “register”? (cf. Grey Lit) • Needs • Hard-copy and E-copy payment and distribution mechanism • Web platform that allows e-bus and consistent branding

  10. Thanks for listening! CBA Yorkshire Annual Review Research, Fieldwork and Excavation Education, Community and Commercial

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