Print to Web
In case you didn’t see this come through on the CASE Communications listserv, HigherEdExperts.com published the results of a survey it conducted earlier this year about the state of print and electronic publications in higher education. Here’s a caveat of sorts: I participated in this survey, however I found it a bit challenging because it presumed a fairly detailed knowledge by participants of marketing and communications decisions being made in multiple departments: alumni, media relations, admissions, etc. So I ended up giving speculative answers in some cases.
Still, I thought y’all might be interested in their findings. Here are a couple:
- “82% of survey respondents (vs 77% in 2007) state that their institutions are relying more on electronic publications (Web, blog, email, PDF, RSS, etc) to reduce the budget of print publications”
- “There is a significant trend across most publications to have them in electronic format only. The main publication types showing this trend are: Newsletter (43% vs 29% in 2007), Press Kits (21% vs 10%), Financial Aid Handbook (19% vs 8%) and Student Handbook (25% vs 18%).”
This article by Karine Joly, a Web marketer, covers some of the most important things to think about as you begin re-examining your print publications and deciding which to replace with electronic versions. In brief, the five steps she recommends are to:
- Get the facts straight about your existing publications.
- Ask readers and target audiences about their preferences.
- Determine possible cost-saving options for mission-critical print publications.
- Figure out different electronic options for other print publications.
- Share your decisions with stakeholders, target audiences, and readers.