Magazine of the Year Case Study: The Scientist

The ScientistA Case Study

MARY BETH ABERLINEditor-in-Chief

eic@the-scientist.com

5 August 2011

THE SCIENTIST MISSION• Started as trade newspaper for scientists (October,1986)

• To report the latest news on outside-the-lab issues- policy- funding- jobs/salaries- ethics- technical advances- book reviews

A highly educatedgroup of … • Scientists

• Academics

• Industry leaders

• Intellectuals

WHO READS THE SCIENTIST?

Highest Degree Earned

PhD

60%

BS 12%

JD/MBA 3%

MS 10%

MD 5%

MD/PhD 10%

STATISTICS

Print edition12 issues/year72-84 pages/issue 56,000 copies/month [800 paid]

Website• 300,000 visitors every month• 600,000 page views every month• News stories; 3-6,000 views every month

Daily E-mail> 260,000 e-mails sent each weekday

EVOLUTION OF DESIGN

1986 Newspaper Format

2000 Newspaper FormatGlossy, 2” shorter

2002 Magazine Format

2006 Magazine Redesign

2011 Current Issue

THE SCIENTIST EDITORIAL TEAM

THE TEAM

Editor in ChiefMary-Beth Aberlin• Balances editorial budget

• Commissions and edits print columns

• Top edits all print stories

• Manages editorial flow• Writes monthly editorial

Editor-in-ChiefSenior EditorsBob GrantEdyta Zielinska• Write, commission and edit news and print stories

News EditorJef Akst• All of the above, plus manages news

Senior Editors News Editor

Correspondents Associate Editor

Editorial Intern

Art Director Production Assistant

CorrespondentsMegan ScudellariTia GhoseAssociate EditorRichard Grant• Write newsand print stories

Editorial Intern• Writes newsand print stories

• Proofs print copy

Art DirectorLucy Reading-Ikkanda• Balances art budget• Designs print stories• Art directs illustrations• Illustrates infographics• Coordinates photoshoots

• Prepares art files for website

Production AssistantCristina Luiggi• Prepares adverts for the print magazine for website

• Writes news, print stories

• Commissions and edits stories

EDITORIAL PROCESS – Content

PRINTFeatures• 3 Features/month (2 by leading scientists)• 6 Surveys/Competitions per year

PRINTDepartments• 2 Profiles/month (1 established scientist;1 young scientist)• 4 Notebooks (700 words; behind-the-scenes looks) • Critic at Large • Thought Experiment• Modus Operandi (new and novel technical development)• The Literature (hot papers)• Bio Business (6/year)• Careers (6/year)• Lab Tools (user opinion of new technology)• Book essay; 4 capsule reviews

ONLINEDaily E-mail• 3 short Nutshell item—highlights breaking science news• 3 longer stories—combo of science news and latest TS issue• Multimedia items (videos, slideshows, infographics)

EDITORIAL PROCESS – Story Arc• Editor-in-chief plans monthly content in consultation with editors

• Commissioned stories assigned to editors• Editor works with author / art director• Story to editor-in-chief for top edit• Text to copy editor/fact checker• Final text to production• Pdf passes to editor • Pdf pass to editor-in-chief for read• 2nd editor reads• Checklist• Proofreader / spellcheck• Final

LAYOUT & DESIGN – Feature

LAYOUT & DESIGN – Feature

PROCESS – Infographics

• Sometimes the author provides a sketch(not always!)

• AD crafts a sketch which is sent to the editor and author for approval.

• Captions are provided by the editor; composition is pinned down before assigning to an artist.

• Sketch is assignedto an artist.

LAYOUT & DESIGN – Infographic

• Preliminary layout; Ideas for graphics sketched by AD; sent to the author / editor for input

FEATURE PROCESS – Prelim Art Plan

FEATURE PROCESS – Graphics

• The AD works with the Editor and author to solidify the graphic sketches

• One approved, the AD commissionsan artist

FEATURE PROCESS - Opener

• Opener options provided by the AD

• Opener chosen

• Final tweaks to graphics, opener (and title!)

FEATURE PROCESS - Final Tweaks

VALUE TO THE READER1986

• Begun as trade newspaper for scientists to reportthe latest news on outside-the-lab issues

2011

• Still cover the same issues

• Offer 2 scientist-written reviews in each issue

• New column offers infographic explanationof innovative new technique

ANNUAL SURVEYS

Best Places to Work- Industry- Academia- Postdocs

Salary Survey

Top 10Innovations

CAREER ADVICE

LAB TOOLS

READER INTERACTION

Website• 300,000 visitors every month• 600,000 page views every month• News stories; 3-6,000 views every month

Daily e-mail• > 260,000 e-mails sent each weekday

READER INTERACTION – mailEliminated letters section from print magazine in April 2011

READER INTERACTION – websiteMany stories—both print online—bring in >20,000 page views and dozens of comments.

LOOKING AHEAD