INNOVATIVE JOURNALISM

*For Magazine Journalism Assessment.

Submitted 10/05/2014

Magazine Production And The Pivotal Role Of Social Media

I believe it was Gandhi who commended those to “live simply so that others may simply live.” When examined from this perspective, we can interpret social media as a rather existential form; constructed in mind of a complex mechanism which is necessary in maintaining the popularity of the print industry. In other words it’s a dependency, like Michael McFarlane pointed out in my interview; “you can never forget the print medium because everybody communicates in print… if you want lasting stories, lasting information; it has to be reinforced with print, so print will never die.” Consider the growing obsession of social media as a promotional tool for online publications or blogs, for example. How can we relate this to the more traditional form of print?

The introduction of the internet (not to be confused with the World Wide Web, created by Tim Berners-Lee in the late 1980’s) saw the vast interconnection of networks on a global scale, which has since been made readily available to the public through a range of different mediums, mainly computers, and more recently portable phones and tablets. The current figure of internet users around the world, according to RealTimeStatistics (09.05.2014), is a whopping *2,508,838,498 and increasing, with approximately six people linking in per second. This is said to constitute around *787,085,233 keyword searches via Google; reinforcing the importance of certain “tagged” words to promote the content of a publication. Contemporary networking sites such as Facebook and Twitter serve as aides in sharing and distributing content; with an aim to inform the public of current affairs. Each feature a ‘trending‘ section once signed in, with the additional option to tag or track certain posts to further expand an audience. But with such easy access online, would we be right in thinking such ‘specialised’ magazines are becoming a “dying art?”

Gareth Evans, Editor of Coach and Bus Week Magazine, comments; “social media is an invaluable tool to both source news and feature ideas and engage with readers… [it is] a key promotional tool to advertise the sale of additional copies on the newsstand or direct from our subscriptions team.” It has been argued that one feels comfort in placing an inanimate object. In relation to books for example, it is considered aesthetically pleasing from a voyeur’s perspective, with the object denoting an immediate fiction of the reader themselves. On the other hand, the substantial rise in technology (detailed above) paves the way for a new generation of readers. Prior experience with Search Engine Optimization (SEO) when actively editing an online only magazine, proved highly effective in increasing the daily pageviews of the publication; tracked via Slimstat. Twitter account's tailored to a title also proves successful in increasing the magazine’s current following, inviting a personalized “live tweet” format. Therefore, it can only be expected that more activity equals an invaluable increase in readership.

This would have been an entirely different story previously, with the controlled readership of 'specialised' publications resting solely on the field of content; a theme which can be demonstrated through the detailed analysis of Coach and Bus Week and its sistering publication, Group Travel World Magazine.

Coach and Bus Week Magazine (CBW) has been printed for a number of years, constructed with the appeal to a rather “niche” audience; both in print and on the web. Its content contains a number of detailed write ups regarding current events within the world of travel and tourism; namely a spacious spread on ‘The Commercial Vehicle Show’ featured in the issue dated *7 May 2014. Actively networking with industry experts would no doubt expand an otherwise controlled readership; with the injection of social networking to keep the publication consistently up to date. Generously attributed is a column labelled ‘Social Media Update,’ featured in *11 December 2013 issue, further inviting the all important reader response. 

Having worked for the publication since 2007, Gareth Evans comments; “inviting readers to submit suggestions for questions for interviews with key industry figures and also cover aspects on company profile features – doing so gives a sense of ownership over the magazine.” Throughout the current issue is a subtle reminder to visit the magazine’s designated Facebook page and Twitter account, currently housing around *2,685 followers. Branching out to other informal visual mediums such as Flickr, Instagram and Tumblr may also spark an increase in readership; especially regarding a 'picture led' publication such as this. Other personal touches include a back page “Office Diary,” guide lining the contemporary “live tweet” format.

In reference to contemporaneous blogging, we can see the likes of Twitter being used to interact with a diverse range of business professionals, with an aim to build up contacts within the industry. This methodology should work the same way with CBW’s sistering publication Group Travel World (GTW); publishing content which spans a more international scale and is specifically tailored to suit Group Travel Organizers, Coach Operators and various other related businesses. Updated on a regular basis, its Twitter account sits comfortably on *1,133 followers (09.05.14) with much less of an affiliation with Facebook, as promotion of this kind for such a publication would rely solely on its content month by month. For example, those who perhaps have a vested interest in travel or the travel trade industry, are no doubt less likely to check Facebook as often as those who haven't. 

Much like its predecessor, the magazine is a picture led publication, with content greatly affected by the world of advertising and advertorial. This would ultimately equate to promotion through more professional means such as LinkedIn, where the magazine hosts its own circle. The magazine's website works on a subscription only basis with some content released to the public, inviting a “taste” of what to expect from the publication as a whole. This aspect however, would make installed plug-ins like SEO very difficult. Therefore, when writing an article for publication, it is often recommended that the author invite reader response to welcome a more vested interest in the magazine and its content.

  

There's nothing to say those working in the industry don't enjoy a good chinwag face to face or over the telephone, it's certainly a more efficient way to progress. But when considered in relation to the innovative expansion of the net, the once specific definition of "networking" has since become blurred through the birth of social media; particularly in reference to print publications and 'specialised' magazines like the ones above. Ultimately, the traditional print medium will live on and the web based publications will continue to thrive within the region of advertising and promotion.