Some thought needs to be given to the concept of "modernization to a 'web-first, mobile-friendly format supported by social media platforms for reaching their target audiences.'” The one great advantage of a paper magazine that's mailed is that it comes to reader. The web-first model requires the reader to come to us, meaning they have to sort through a lot of competing "noise" to reach us. At PS Magazine, we experimented with GovDelivery, a sort of Constant Contact for the government to reach subscribers with a value-added newsletter that drove them to our website. It's not cheap but it's an effective way to "come to the reader." We also had Facebook and X accounts, but I've not seen that social media is necessarily the best gateway to our content. That's why more thought needs to be given on best practices for bringing, and then sustaining, readership
Thanks for sharing these insights from PS. Unfortunately, we're already in a reader-come-to-us model. Very few branch journals publish on paper and distribute widely and we've seen outlets like War on the Rocks and MWI thrive with the modern format described. But I also agree that we need to meet people where they are: pushing on email and social will be important--as well as assessing engagement approaches to ensure we're reaching audiences.
Some thought needs to be given to the concept of "modernization to a 'web-first, mobile-friendly format supported by social media platforms for reaching their target audiences.'” The one great advantage of a paper magazine that's mailed is that it comes to reader. The web-first model requires the reader to come to us, meaning they have to sort through a lot of competing "noise" to reach us. At PS Magazine, we experimented with GovDelivery, a sort of Constant Contact for the government to reach subscribers with a value-added newsletter that drove them to our website. It's not cheap but it's an effective way to "come to the reader." We also had Facebook and X accounts, but I've not seen that social media is necessarily the best gateway to our content. That's why more thought needs to be given on best practices for bringing, and then sustaining, readership
Thanks for sharing these insights from PS. Unfortunately, we're already in a reader-come-to-us model. Very few branch journals publish on paper and distribute widely and we've seen outlets like War on the Rocks and MWI thrive with the modern format described. But I also agree that we need to meet people where they are: pushing on email and social will be important--as well as assessing engagement approaches to ensure we're reaching audiences.