Publishing Executive December 2008
Implementing a new content management system (CMS) or Web content management system (WMS) is, to say the least, a daunting task. Integrating past content and anticipating future needs—all while trying to meet the requirements of present constituents—leaves the process riddled with potential for missteps. It’s no wonder experts in CMS/WMS implementation stress the need for adequate preparation.
As the importance of good search engine visibility continues to grow, magazine publishers are increasingly aware of the need for effective search engine optimization (SEO). Most publishers now engage in some form of optimization, but many still lack a comprehensive SEO strategy that addresses all of the technical, editorial and marketing requirements. SEO is not a one-time activity in which adjustments can be made to a site and then no further action is required. SEO is a long-term, ongoing process that requires regular attention. And while the overall efforts can be managed by an individual or team, the job functions of a wide range of employees have a direct impact on SEO success. In essence, SEO needs to be incorporated into nearly every aspect of the daily workflow. Here are 10 things to consider when formulating your SEO strategy:
In an economic climate in which every resource must be maximized, magazine publishers continue to look for cost-effective ways to create and maintain portfolios of both print and digital products. And, as demand increases for digital products and publishers focus more heavily on interactive offerings such as digital editions, e-newsletters, webinars and social media-rich Web sites, balancing the resources—money, time, materials and staff—needed to maintain a myriad of products can be challenging. Experienced publishers shared with Publishing Executive the following tips on how to successfully manage a portfolio of both print and digital components, without sacrificing the quality and viability of each individual product.
As more and more people flock to established social-networking sites such as Facebook, MySpace, Twitter and Flickr, and look for new ways to connect with each other online around shared interests, publishers are eager to tap into the power of this social-media tool. However, many are unsure of how to best support their brands via social networking, how to allocate time and resources to this new endeavor, and importantly, if and how their efforts will pay off. Here, seasoned publishing executives who have delved into the social-networking waters offer tips for using and profiting from it:
There are a myriad of sites and tools, both free and paid, that can help you track how well your Web site is performing versus your competitors. Here are a few of my favorite, free online competitive analysis tools.
Magazine publishers need to address cost-cutting strategies and ways to do more with less. Here are 34 tips.
When comparing printing bids, it’s not enough to find out which price is lowest. Because your specifications will vary from issue to issue and because the price of raw materials will rise or fall outside your printing contract, you need to know why one bid differs from another. Here are some calculations that will help you understand the pricing philosophy of a printer. Use them to launch your negotiation, so the printer’s prices can better fit your publication’s printing requirements.
As this issue goes to press, Google has just announced its magazine archive project, where it will scan millions of articles from consumer magazines and present them online as digital versions of the magazines, with contextual ads running alongside each page of content. The project is similar to Google’s Book Search effort, where it has scanned and digitized the contents of thousands of books, and made the contents searchable online. In fact, the magazine archive initially will be accessible only through Google Book Search (Books.Google.com), as it will share the same platform. Eventually, Google will integrate the magazine search results into its Google.com search, according to the company.
As we move forward in this economic recession, it is important to remember that while some processes may be slowed, others will continue to fling us forward and create both unexpected opportunities and, depending on your perspective, unfortunate struggles to simply survive. We are faced with, some might say, “the terrible burden of a digital destiny.” As an industry, we will adjust and adapt to the conditions at hand, not necessarily because we want to, but because we must.