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.
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 firstname.lastname@example.org and abrady@
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
• 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
• Be ready to sell. Rethinking and
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.
Mann. Weitz & Associates L.L.C.
Certified Public Accountants
111 Deer Lake Road, Suite 125
Deerfield, Illinois 60015