Forum - January/February 2012

tiated from the many other publications
vying for their attention.”
Reader feedback also revealed they
want editors to go beyond the news
highlights and tell them how the news
affects their practices. As a result, Der-
matology World editors refocused leg-
islative, regulatory and socioeconomic
news to be concise and provide practi-
cal advice to dermatologists and their
practices, patients and profession.

With two other tabloid publications already in the field, it was expected that advertisers would welcome the addition of a more upscale magazine-style publication as well.

“Advertiser response to the new
content and format has been strong so
far and we are optimistic for continued
growth this year,” Domanowski says
•

Don’t forget the landscaping. A communications lineup can be amazing, but if no one is using it, your work is in vain. Be sure to market what you’re doing with electronic issue previews, cross-marketing of publications, visibility at conferences, and more. You need to grab the attention of drive-by readers.

Re-envisioning communications
doesn’t necessarily mean tearing down
the house and starting all over. This
doesn’t have to be “Extreme Makeover.”
But it does require some level of fear-
lessness and a willingness to tear down
some walls to let in the light.

Debra Stratton is president and Angela Brady is
senior consulting/publishing strategist for Stratton
Publishing & Marketing Inc./Stratton Research,
a leader in providing custom media services,
research, and strategic consultation on print and
electronic communications. They may be reached
at dstratton@strattonpublishing.com and abrady@
strattonpublishing.com.

Let in Some Light

Don’t be afraid take a step back and rethink why and how you do what you do. You can’t truly remake a publication or an entire communications program without doing a little demolition work— and that’s daunting for many. Investing in audience intelligence takes some of the bite out of the job. Also consider these tips: • Don’t be afraid to open some doors.

If audience feedback shows new areas of topical interest or movement into new media, capitalize on these shifts and give members want they want.

• Be ready to sell. Rethinking and relaunching communications requires top-down enthusiasm. Make sure everyone on the team understands the reasoning for change.

• Leave room for expansion. Build a program that’s scalable. Maybe you can’t launch an e-supplement now, but maybe it’s possible later. Ensure the plan you build now doesn’t make expansion later difficult.