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What Editors Expect in 2012

Posted on Thursday, December 29, 2011 at 9:42 AM

What are you expecting in 2012 for yourself professionally or for your publication? See the results of our survey.

By Denise Gable

Most editors agree that 2012 will continue to be a challenge both professionally and for their publications. The digital rage has only intensified and now includes devices beyond the traditional Web, ranging from tablets to smartphones. Editors believe that publications not already embracing new media will now have no choice -- and the ones already there may have to step it up.

Official Board Markets, Questex Media Group, LLC
Frequency: Weekly
Description: The definitive newsletter for the recovered paper and board converting markets.

Mark Arzoumanian, editor in chief: "I would maintain that any editor still putting out a print publication has to make his career move forward by coming up with new article ideas and new ways to approach the same subject. So I expect to continue to challenge and push myself simply by making certain that I keep on top of the subjects that matter to my readers. This effort has to come from within; relying on your boss to keep you stimulated is very dangerous nowadays because you probably know more about the industry you serve than your boss does.

"I expect the publication to continue to grow slowly and steadily in 2012. It has been around for 86 years and is devoured every week by faithful readers. That's not just me blowing hot air. Our reader surveys back it up. "

Food Product Design, Virgo Publishing, LLC
Frequency: Monthly
Description: The food product industry's leading source of industry information and product development content.

Doug Peckenpaugh, culinary editor: "I'm hoping to see a serious maturation of how information is shared online via social networking and community websites - not just making connections, but engaging in meaningful discourse online. "

Supermarket News, Penton Media, Inc.
Frequency: Weekly
Description: Trade magazine for the food distribution industry.

Christina Veiders, managing editor: "My goal for 2012 is to build an online and social media personality to drive more traffic to our publication's print edition and website and try to mine exclusive information for news. This means greater use of Twitter, LinkedIn, and Facebook. Our publication will continue the transition to digital media while maintaining a weekly print edition that is distinctive from our online editorial. We will concentrate on measurement and effectiveness of editorial presentation and information to draw readers in both print and digital media. "

Massage & Bodywork, Associated Bodywork & Massage Professionals (ABMP)
Frequency: Bimonthly
Description: Industry magazine for massage and bodywork professionals, published by Associated Bodywork & Massage Professionals (ABMP).

Leslie A. Young, Ph. D., editor in chief: "In 2012, we'll continue to fine-tune the print edition, launching a fresh look with our January/February issue and updated content, and we'll continue to enrich the digital edition with video and advertising extras. But because we're dedicated to strengthening the profession and not just our association, the digital edition of Massage & Bodywork is available online to everyone at ABMP. com.

"My goal is to continue to crack the code in understanding how best to effectively communicate with our readers and members. Broadly speaking, massage therapists, bodyworkers, and estheticians are not traditional consumers of information and technology, so it's my priority to stay in touch with them and their needs, so I can effectively cultivate content. Fortunately, I'm just one of a team of amazing coworkers who care deeply about our company and our allied professions. "

PT in Motion, American Physical Therapy Association (APTA)
Frequency: 11 issues/year
Description: APTA's professional issues magazine.

Donald Tepper, editor: "What are we expecting in 2012 for PT in Motion? One major change will be a revamping of our digital editions. Currently, in addition to the print edition, we offer readers three electronic versions: (1) an HMTL version on our Web site; (2) a browser version generated from the PDFs we use to produce the printed version; and (3) a downloadable PDF version (higher quality than the browser version), also generated from the PDFs we use to produce the printed version.

"We're replacing Items (2) and (3) - the two digital editions produced from our magazine's PDFs - with a briefer, more interactive edition.

"We tried the two PDF-based editions because there's an association-wide (and profession-wide and perhaps nation-wide) push to 'go green. ' We wanted to give readers the opportunity to opt out of the print edition - presumably saving a few trees while allowing readers greater flexibility where and when they read the magazine. We also could add some value in the electronic editions - make URLs active links, for example, and embed videos. In addition, had there been a significant reduction in our print run, it would have resulted in some cost savings as well.

"The two PDF editions have not met those goals. They do precisely what we intended. But adoption by our readers has been minimal. They've spoken clearly: They do not want or need a digital replica of our print edition. So, instead, we'll be reworking some of our print content and making the resulting product far more interactive. It's an experiment; we hope that our new digital publication will attract reader interest and involvement.

"We know what doesn't work. In 2012, we'll be trying another approach. "

Denise Gable is managing editor of Editors Only.

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