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The evolution of Emory Health Sciences magazines from print to web over the past 5 years. Where we have been, where we are now, where we are going.
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Magazines inthe Digital Age
Emory Health SciencesPublications
Wendy Darling, Emory University | November 2011
Wendy DarlingCommunications Specialist Health Sciences Communications Emory University
[email protected] 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Due to time lag, online magazines were out of date by the time they appeared – and print was already out of date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
[email protected] 404-727-8553@wcdarling Twitter
Projectswww.emoryhealthsciences.orgwww.emoryhealthblog.comwhsc.emory.edu/soundscience/www.emory.edu/gradytwitter.com/emoryhealthscifacebook.com/emoryhealthsci
