Towson University Magazine Workshop. Brenda Foster, Domenica Genovese Partners GCF

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Hilda Byrd
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2 Towson University Magazine Workshop Brenda Foster, Domenica Genovese Partners GCF

3 Why produce a magazine?

4 Why produce a magazine? Do you want to keep in touch with them or do you want them to keep in touch with you?

5 All paths lead to the same goal: to convey to others what we are. Pablo Neruda

6 Marketing conundrum Many colleges position themselves to be similar to rather than different from other colleges.

7 Results of a Google search of college web sites: Individual attention 34,000 times Career preparation 24,600 times Outstanding faculty 34,000 times Unique experience 19,600 times Cutting-edge technology 17,400 times Rigorous academics 34,000 times Friendly, warm community 34,000 times

8 If our market position does not separate us from our competitors, our messages will be lost in the crowd.

9 Research is not the answer.

10 It is the inspiration for the answer. Research tells you what you need to do. Design tells you how to do it.

11 Design is not the answer.

12 Design without a solid base in research is no more than pretty squiggles.

13 A right-brain, left-brain approach to marketing:

15 Analysis (left-brain) Interviews Focus groups Quantitative market research Qualitative market research Communications audit Communications plan

16 Inspiration (right-brain) Concept Clarity Distinction Surprise Purpose Risk

17 Summary Mission Statement Towson University, as the State s Metropolitan University, focuses on providing highly developed educational experiences and community service through a broad range of intellectual opportunities to a diverse student body at both the graduate and undergraduate levels.

18 Key objective of the Towson Magazine To involve readers in the life of the institution, to inform, educate and entertain them.

20 Online Magazines: To be or not to be Think. Smart.

21 Why produce an online magazine?

22 What is an online magazine? Electronic magazine, ezine, cyberzine, hyperzine, online journal?

23 What is an online magazine? Is it a blog or a magazine?

24 Online Magazine Techniques

25 Online Magazine Techniques Should you have to log into the magazine? Indiana University

26 Online Magazine Techniques Open new window to view article: Wesleyan Magazine

27 Online Magazine Techniques Dog Ears: Clemson University

28 Online Magazine Techniques Oberlin covers of past issues Emory voluntary subscription

29 Should your goal be to eliminate print?

30 Should your goal be to eliminate print? Expense vs Value Beautiful, four color, glossy magazines with real substance aren t cheap.

31 Should your goal be to eliminate print? Expense vs Value Typically, the three major expenses when publishing a magazine are: 1. Printing 2. Postage 3. Marketing

32 Should your goal be to eliminate print? Always consider your audience first. What is the profile of your readership? Age, generation, culture? Local or all over the country? Two income family? Access to computer for relaxation? Potential major donor? Major donor?

33 American Libraries Blog: November 2008 Eliminating Print Won t Solve the Problem AL received an from an angry subscriber asking to please eliminate print and save the environment and her money.

34 So far reader surveys have never indicated that readers in large numbers want us to do away with print. And general membership surveys consistently reveal that the vast majority of members view AL as their single most valued tangible link to the Association.

35 Audience reaction: Of 28 responses 15 voted for print, 4 online, 7 the opportunity to opt out of print and 2 off topic. That s 53% wanting print, 14% online, 25% wanting an option and 7% just confused.

36 I found their comments interesting I vote for print. I don t have time to read newsletters on the computer and don t want to. I usually delete them. I would rather sit in a comfortable chair at home, and read a magazine. I m too busy to sit in front of the computer all day.

37 I read my husband s association s journal because it comes to our house. If I never saw it, I d know much less about his profession.

38 My vote would be to do away with it, I read my division pubs but rarely American Libraries, rarely does it have much of interest to me.

39 I vote for print, because I read AL while I m away from my computer, or while computers are down. If it came electronically, it would be one of many, many computer activities I m already juggling, and I probably wouldn t keep up with AL.

40 I vote for electronic. By the time the print version reaches me, I have read the whole journal. An opt-out would save postage as well as landfill.

41 Thank you for pointing out that paper is much more eco friendly than are PC s. It is one of the reasons I prefer AL to come in paper rather than non-biodegragable PC s or PDA s.

42 According to the Environmental Protection Agency, in 2007, more than 63 million computers in the United States were traded in for replacements, or simply thrown out. Discarded computers don't just take up space in a landfill. Careless computer disposal spread toxic wastes of more than 100 chemicals leaching in the soil.

43 I like receiving the print edition, and taking the time to peruse it at my leisure. I do not have time to fully read the journal online, at my office.

44 I love to read in print! However, I agree that members should be able to opt-out.

45 LinkedIn Groups: York College of Pennsylvania Alumni Subject: Alumni Magazines online or print? Which do you like better? I m an online person myself...as long as everything is easy to find/navigate. I really dislike online magazines and newsletters that make it a scavenger hunt to find everything.

46 I like print for alumni and other magazines such as Golf Digest. When it comes to other things such as newspapers or professional journals I prefer online.

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