how to reinvent your (membership) magazine for the digital age

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Reinventing your membership magazine

for the digital age

• How are membership organisations using

digital publishing to enhance their

membership magazines? – Graham Duffill

• What effect is this having on membership

retention, engagement and expansion?

– Joe Hrano

• What can be achieved technically and

creatively, and at what cost? – Esther

Kezia Harding & Helen Mayson

How are membership organisations using digital publishing to enhance their membership magazines?

Client case study: Times Educa-tional Supple-

ment

1 - Make itavailable online and create a searchable archive

2 - Publish them to native apps

3 - Or web apps

Wiring behind the scenes

+ hosting+maintenance

+ technical support

Enable members to log in with their normal membership user-name and password

Production, editing and design

Your digital workflow

PDFs of your magazine

Your website

Your writing

Video + audio

iPads & iPhones

Android phones & tablets

Web browsers (+ archive editions)

Content you can push to other websites

Content is manually edited and styled

OR

Auto-produced by attaching pre-defined

templates

Some (controversial?) facts…

• 57.62% of your readers will be on Android

• 50% will be on a phone

• Reading PDFs on a phone is a rubbish experience

• HTML is the only way to go (ideally with re-sizable text)

• Create and edit once – publish to multiple devices

Page Lizard factoids

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Getting the most out of your digital

editions

PDF vs. HTML

HTML (text view)

• Resizable text

• Contents pages

• Endless styling options

PDF (page view)

• Exact image replica of publication

• No interactivity

• Difficult to read

Include video and audio

A minute of video is worth

words

1.8 mil-lion

“

”[Forrester Research, 2014]

Live news feeds

Some marketing stats…

of small businesses feel that social media efforts generate more exposure than anything else

80%89%

of small businesses indicate being on social media increases traffic to their website

73%

of all adults that are online use a social networking site of some sort

Social media comments

• Share articles to Facebook, Twitter and LinkedIn

• Comments appear at the bottom of relevant article,

creating discussions

• All done from within the app

Result: A social hub

• Create an interactive, social environment for readers

• More information, more easily available

• You increase your digital presence, and in turn readership.

- 60% of new users are on mobile, rather than tablet

87.5% repeat users

12.5% new users

Case study: The Pharmaceutical Journal

Case study: The Pharmaceutical Journal

July 19th issue September 6th issue September 13th issue

September 27th issue

84%

45%40%

36%

16%

55%60%

64%

Page (PDF) view

Text (HTML) ViewD

efa

ult

vie

w c

hanged t

o H

TM

L

Total PDF/HTML views

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Creative achievements

Understanding design and creative options

Design concerns

• Time consuming to produce

• Costly to implement

• Difficult to cater for iPad/tablet/mobile

CILIP

Image of Edge’s complex magazine layout(Digitally materialises into beautiful HTML)

ILM’s EDGE

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Thank you

With special thanks to Helen Mayson, editor of Edge magazine The Institute of Leadership and Management