Bridget Murray Law - What Does Your Reader Want?

WHAT DOES YOUR READER WANT? CROWDSOURCE YOUR EDITORIAL STRATEGY TO GET THEM HOOKED

BRIDGET MURRAY LAWEDITOR-IN-CHIEFTHE ASHA LEADERASHA

WHAT ARE OUR GOALS?‣ Engaged readers

‣Online hits on our content

‣ Reader response to advertising

BARRIERS TO ENGAGEMENT: ASSOC PUBS

‣ One: Top-down messaging‣ Two: Turf wars over content

strategy‣ Three: Resistance to change‣ Four: Nonprofit status=lesser

market incentive

‣One: Online reader survey

▸ Two: Chats with internal stakeholders

▸ Three: Online metrics

▸ Four: Industry best practices

▸ Five: Tap industry expertise

Editorial strategy 2011/2012:Determining what readers want

Internal stakeholders: Format is outdated, uninviting

Members: Want smaller size to use in teaching/sharing

• 26.8% SAY LEADER RELEVANCE TO INTERESTS AND NEEDS IS "VERY GOOD.”

• 30.5% SAY OVERALL DESIGN AND CONTENT IS "VERY GOOD.”• 22.5% SAY LEADER HAS INFLUENCE ON THEIR PRACTICE

DECISIONS.

2008 Reader Survey

TRANSLATION: 70 PERCENT OF READERS DON’T LOVE THE DESIGN AND CONTENT. WE HAVE WORK TO DO!

2008 Reader Survey

TRUE INNOVATION IS COMING UP WITH A PRODUCT THAT EVEN THE CUSTOMER DIDN’T KNOW THEY NEEDED.

StartupVitamins

‣ 2008/2012 Reader Surveys: Want increased portability/copy ability, & better navigation

▸ Internal stakeholders (staff): Want updated design.

▸ Online metrics: Top performing content

▸ 1. Practice tips/trends

▸ 2.Research briefs

▸ 3. Human interest stories

Strategy: Crowdsourcing results as starting point

‣ Industry expertise (Bussolati):

‣ Use of white space

‣ Infographics

‣ Compelling Images

‣ Navigation

‣ Integration with social

Industry Best Practices: Social Media Integration

Time totakethe

PLUUUNGE…..

January 2013:

Hello new ASHA Leader!

Covers are:

• Full page

• Conceptual

• Person with graphic elements

Features are:

• Longer

• Fewer per issue

• Not always by members—Freelancers or Leader staff

• Start with two-page spread

Departments are:

• Written tight and short

• Heavy use of graphics, photos, white space

• Often incorporate social media

Columns are:

• Written by members or staff

• Limited to 700 words

• Focused on actionable bullets and practice tips

Social media is integrated into print:

• “Posted” readers answer questions on Twitter

• “BlogJam” rounds up member blogs

• “Glimpses” Posts reader Instagram photo

Pushing print in social media:

• The ASHA Leader Blog: posts Tuesday, Wednesday, Thursday

• ASHA Twitter feed: Daily posting

• Facebook: three to four posts a week

• OVER HALF OF READERS (56 %) SAY THEY SPEND MORE TIME READING THE LEADER.

• OVER 90 % WANT MORE INFORMATION ON PRACTICAL TIPS FOR DAILY WORK, NEWS, AND TRENDS IN THE PROFESSIONS, AND LATEST RESEARCH FINDINGS.

2013 Post-Relaunch Reader Survey

TRANSLATION: THEY LIKE THE NEW CONTENT WE’RE EMPHASIZING AND WANT MORE OF IT! SUCCESS!


“I LIKE THE NEW LOOK A LOT! KEEP A BALANCE OF RESEARCH AND PRACTICAL!”

“APPRECIATE THE READABILITY (CLEANER WRITING STYLE). KUDOS TO THE EDITOR!”


“LOVE THE NEW FORMAT!!”

“VARIATION OF ARTICLES—HUMAN INTEREST STORIES—EXCELLENT LAYOUT—GOOD. KEEP THE RESEARCH ARTICLES COMING—MAKES ME PROUD TO BE IN THIS FIELD!”


THANK YOU!‣ Bridget Murray Law - Editor In Chief,

The ASHA Leader

‣ leader.pubs.asha.org

‣ [email protected]

Design

Bridget Murray Law - What Does Your Reader Want?