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Mary Beth Aberlin, Editor in Chief of the 2011 ASBPE Magazine of the Year award, discusses the magazine: The Scientist. The presentation was delivered at the 2011 ASBPE National Conference in Chicago.
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THE SCIENTIST MISSION• Started as trade newspaper for scientists (October,1986)
• To report the latest news on outside-the-lab issues- policy- funding- jobs/salaries- ethics- technical advances- book reviews
A highly educatedgroup of … • Scientists
• Academics
• Industry leaders
• Intellectuals
WHO READS THE SCIENTIST?
Highest Degree Earned
PhD
60%
BS 12%
JD/MBA 3%
MS 10%
MD 5%
MD/PhD 10%
STATISTICS
Print edition12 issues/year72-84 pages/issue 56,000 copies/month [800 paid]
Website• 300,000 visitors every month• 600,000 page views every month• News stories; 3-6,000 views every month
Daily E-mail> 260,000 e-mails sent each weekday
EVOLUTION OF DESIGN
1986 Newspaper Format
2000 Newspaper FormatGlossy, 2” shorter
2002 Magazine Format
2006 Magazine Redesign
2011 Current Issue
THE SCIENTIST EDITORIAL TEAM
THE TEAM
Editor in ChiefMary-Beth Aberlin• Balances editorial budget
• Commissions and edits print columns
• Top edits all print stories
• Manages editorial flow• Writes monthly editorial
Editor-in-ChiefSenior EditorsBob GrantEdyta Zielinska• Write, commission and edit news and print stories
News EditorJef Akst• All of the above, plus manages news
Senior Editors News Editor
Correspondents Associate Editor
Editorial Intern
Art Director Production Assistant
CorrespondentsMegan ScudellariTia GhoseAssociate EditorRichard Grant• Write newsand print stories
Editorial Intern• Writes newsand print stories
• Proofs print copy
Art DirectorLucy Reading-Ikkanda• Balances art budget• Designs print stories• Art directs illustrations• Illustrates infographics• Coordinates photoshoots
• Prepares art files for website
Production AssistantCristina Luiggi• Prepares adverts for the print magazine for website
• Writes news, print stories
• Commissions and edits stories
EDITORIAL PROCESS – Content
PRINTFeatures• 3 Features/month (2 by leading scientists)• 6 Surveys/Competitions per year
PRINTDepartments• 2 Profiles/month (1 established scientist;1 young scientist)• 4 Notebooks (700 words; behind-the-scenes looks) • Critic at Large • Thought Experiment• Modus Operandi (new and novel technical development)• The Literature (hot papers)• Bio Business (6/year)• Careers (6/year)• Lab Tools (user opinion of new technology)• Book essay; 4 capsule reviews
ONLINEDaily E-mail• 3 short Nutshell item—highlights breaking science news• 3 longer stories—combo of science news and latest TS issue• Multimedia items (videos, slideshows, infographics)
EDITORIAL PROCESS – Story Arc• Editor-in-chief plans monthly content in consultation with editors
• Commissioned stories assigned to editors• Editor works with author / art director• Story to editor-in-chief for top edit• Text to copy editor/fact checker• Final text to production• Pdf passes to editor • Pdf pass to editor-in-chief for read• 2nd editor reads• Checklist• Proofreader / spellcheck• Final
LAYOUT & DESIGN – Feature
LAYOUT & DESIGN – Feature
PROCESS – Infographics
• Sometimes the author provides a sketch(not always!)
• AD crafts a sketch which is sent to the editor and author for approval.
• Captions are provided by the editor; composition is pinned down before assigning to an artist.
• Sketch is assignedto an artist.
LAYOUT & DESIGN – Infographic
• Preliminary layout; Ideas for graphics sketched by AD; sent to the author / editor for input
FEATURE PROCESS – Prelim Art Plan
FEATURE PROCESS – Graphics
• The AD works with the Editor and author to solidify the graphic sketches
• One approved, the AD commissionsan artist
FEATURE PROCESS - Opener
• Opener options provided by the AD
• Opener chosen
• Final tweaks to graphics, opener (and title!)
FEATURE PROCESS - Final Tweaks
VALUE TO THE READER1986
• Begun as trade newspaper for scientists to reportthe latest news on outside-the-lab issues
2011
• Still cover the same issues
• Offer 2 scientist-written reviews in each issue
• New column offers infographic explanationof innovative new technique
ANNUAL SURVEYS
Best Places to Work- Industry- Academia- Postdocs
Salary Survey
Top 10Innovations
CAREER ADVICE
LAB TOOLS
READER INTERACTION
Website• 300,000 visitors every month• 600,000 page views every month• News stories; 3-6,000 views every month
Daily e-mail• > 260,000 e-mails sent each weekday
READER INTERACTION – mailEliminated letters section from print magazine in April 2011
READER INTERACTION – websiteMany stories—both print online—bring in >20,000 page views and dozens of comments.
LOOKING AHEAD
