web vs. print publishing

Web vs. print publishing

CWIP Annual Conference 2005Hilary Marsh

www.contentcompany.biz

CWIP Annual Conference, May 2005 hilary marsh, contentcompany.biz 2

A little about me…

• background in print publishing—editorial, catalogs, corporate communications

• focused on online content since 1996– Web content strategy– content management strategy and technology– email content and strategy

• many different kinds of clients: nonprofits, associations, small businesses, corporations


Agenda

• Parallels and differences between Web and print– roles, translation, audience

• Writing for the Web – email, blogs

• Content management• Opportunities for synergy


Roles on a print publication

• Writers—interview subject matter experts for article material

• Editor-in-chief• Managing editor• Line editor• Copy editor/proofreader• Legal• Production/Printing• Distribution


Print publication

• Information from varied sources• Common audience• Common guidelines/shared voice• Long-defined structure• Production/publishing separated

from creation process• Content types defined


Print publication (cont'd)

• Shared understandings– technology (press needs, bleed

requirements, etc.)– content lifecycle (inception, creation,

review/approval process, publication/distribution, archive, deletion)

– workflow (aka editorial schedule)


Web publication

• All of this information needs to be created from scratch

• Especially true for organization-based Web publications– they don't always know they're

producing a publication – publication vs. website—an artificial

distinction?


Web publication• Where does information come

from?• Who is the audience?• What are the goals?• What should the voice be?• Who defines and owns the

guidelines?


Web publication• What do we do about the fact that

our content doesn't come from professional writers?- No "as told to" on websites

• What is the subscription model?- email, blogs, RSS


Web publication• What content types do we need?• What is the entire content lifecycle?

– Who should be involved in defining and executing each phase?

– How does the lifecycle vary for different content types?

• What should our workflow be?


Web publication• How can we use technology

effectively to support our creation, process, delivery and subscription issues?


Web publication

• Time and staffing issues– whose job is this?– do they have enough time to do it?– are they measured and recognized for

their participation in the publication?– is it part of their job description and

performance review?– what department do they work in?


Roles on a Web publication

• Subject matter experts (do the writing)• Editor-in-chief/managing editor (one person,

if you're lucky)• Line editor/copy editor/proofreader (if you're

lucky)• Legal

– How involved will they get? Will they use the CMS? Not usually.

• Production/Distribution (aka IT)


Context issues

• Publication in a publishing environment vs. publication for a business organization– (probably same issues as for print

publications)– how are definitions created for what

is in the publication vs. disseminated otherwise?


Writing for the Web

• Inverted pyramid more important than ever– Consider interest level of various kinds of

readers

• Write for the screen– Break content into chunks– Cut copy by 25 to 50 percent– Use subheads and bullets

• Clear vs. clever


Writing for the Web

• Audience expectations for the medium should drive your decisions– Print: official voice of the company– Web: more conversational, ideally with

interactivity – Email: more informal, "push" vs. "pull,"

easy to forward– Blogs: more authentic, risky, easy to

share/promote


Content management

• Web publishing• Technology that enables the

pieces• What can technology help us do

online that we can't do in print?


Opportunities for synergy

• Print—more, shorter stories with links to longer stories, more details online

• Online—print archives, links to related information

• Comment online on print articles—invite in print


Opportunities for synergy (cont'd)

• Use blogs to collect information bits as you go, publish regularly in email newsletter, give highlights in print

• Promote online media in print, and vice-versa– develop a strategy for each medium,

tell readers what it is


Opportunities for synergy (cont'd)

• Online is a "geek" medium—go with that!– more topic-focused website

section/email newsletter– more input from readers—ask for

ideas, invite them to become contributors

– jargon is more acceptable


What can you do with this information

• Make sure your Web publishing has a parallel infrastructure to your print publishing

• Make sure your Web publications' "editorial" people help make decisions

• Learn about technology• Get comfortable with various media,

and use your experiences


My info

Hilary MarshContent Company, Inc.http://www.contentcompany.bizhilary@contentcompany.biz708.217.3922708.575.3450 fax

mailto:[email protected]

web vs. print publishing

Technology

web publication time

print publication information

online content

content doesnt

context issues publication

technology email content

different content types

content lifecycle inception