Why go online? The real experience - Communication World - includes related article on IABC Web site - Cover Story

In May 1996, IABC launched an online version of Communication World, as many readers are aware. Since the launch, we've learned a lot! - and are still learning. It's been an exciting experience, and one that we'd like to share with you. One of the greatest advantages is now Communication World has become a two-part medium that combines the strengths of print with the speed and flexibility of electronic communication.

Print is fine for timeless subjects, but it forecloses the possibility of making a monthly magazine timely in any meaningful sense.

We introduced CW Online (CWO) as part of our World Wide Web home page. Our goal is to link the print and online versions in our readers' minds, so they will take full advantage of their membership and the information available, to help them do their jobs better.

We originally planned to do two online-only editions in 1996 in place of print for two reasons:

* To save expense of print, paper, mailing.

* To have IABC take the lead in technology by encouraging members to access information in ways other than print, and, as mentioned earlier, to provide information in a more timely and interactive manner.

However, reality was, we couldn't do "online-only" by posting for a single month. CW Online created a life of its own, and it became evident that we'd have to update it far more often than the original schedule.

And, many of our members made it clear that they were not ready to drop print - at least not yet. Even though most said they liked having the online issue available, they still wanted a print version.

To build a bridge between online and print, we copied text-only files of the online feature articles and made them available via fax-on-demand, and we made the decision to continue the online version year 'round, and still print eight issues of Communication World.

Here are some of the advantages of online delivery:

* Information can be delivered quickly.

* It's an excellent forum for controversial information since it permits interaction for clarification and rebuttal.

* It allows interactivity: Viewers can ask questions of experts; respond to provocative questions, post queries and opinions.

* CWO allows online readers to dig deeper and deeper into subjects that interest them by linking to information provided on other sites, other articles and sources.

* Editors putting information into the online version aren't limited by the space constraints of print.

* Electronic delivery allows timely, controversial issues to be discussed in real time; no long waits as in a letters-to-the-editor or op-ed column to voice an opinion.

And the advantages of print:

* Print can be read anywhere, anytime (such as the three Bs: bed, bath and bus).

* Graphics can be more sophisticated. They also can attract reader interest and offer visual enhancement.

* Print allows readers to reflect, reread, ruminate on the topics of timeless interest. A magazine also provides a definable context where strategic thinking can occur.

* The graphics and words make a transportable, defined message that can be absorbed at the reader's convenience. Nothing can replace the comfort of curling up with a good book or magazine - and print can last forever - what is called "evergreen." With online, what you see today may be gone tomorrow if the webmeister decides to remove it, or replace it with more current information.

* You don't need a computer, laptop or other equipment. Just your glasses (if you even need those!).

It's important to emphasize that content for the two versions is very different. When we first experimented with putting CW online - and this was before we were using the World Wide Web page on the Internet - it was simply the same content that appeared in the print version. We learned pretty quick that's not particularly effective.

Now, when we come across an article, a news release, a new product announcement or any other bit of information, we give it the print/electronic test: For print, is it thought-provoking in a detailed, strategic sense? Is the message improved by graphics? Or, instead, does it meet the test for electronic? Is it timely, controversial? Can it be interactive?

Before we never had that choice - it was like having only half the tools to do the job.

The challenge is to make sure that the article or item winds up in the medium best suited to it.

Here is how we constructed the online version of Communication World: The first screen shows the CW home page (you get to it directly with this address: http://www.iabc.com.cw or through IABC's home page: http://www.iabc.com by clicking on the CW magazine icon.) The CW home page contains many links that allow a user to explore sections he or she finds most compelling. As new information is posted, previous information is archived for access at any time.

"What Is Communication World?": links to a page describing Communication World.

IABC home page: links to IABC's home page.

Back Issues: links to a directory of all online features in past issues. While parts of CW Online change daily or weekly and are archived in their specific sections, the feature articles (at the right under the month heading) change with the print issue, creating archived issues. In some instances, we take select articles from the print version and post them online as text only. We also offer online-only features that are assigned and written specifically for this medium. However, we do make these online-only features available via fax-on-demand for members who request them.

Contact CW Online: links to a page describing staff and providing E-mail links; essentially an online masthead.

Question of the Week: links to a page where timely and provocative questions regarding the profession are posted bi-weekly and answers are posted as they come in.

Online Survey Results: links to a page listing results from a month-long CW Online survey conducted after the May launch.

Ask the Experts: (with a different expert and subject biweekly) allows users to ask questions of them and view their responses online. Queries and responses are also archived, and in some instances experts remain available to respond to queries that they receive after their online stint is complete.

News You Can Use: links to a table of contents of timely short articles and news-briefs of use to professional communicators.

IABC Update: links to a table of contents of articles about IABC, the association, its members and district/regional chapter activity, Communicators in Motion, a listing of job promotions, new businesses and other information affecting job status of individual members.

The following two sections were for the online-only editions (May, August '96):

In My Opinion: links to a featured opinion piece.

What Would You Do?: links to a page introducing three scenarios that ask communicators how they would handle a provocative situation, which in turn links to the scenarios and users' responses.

Until February 1, we offered access to CWO and the IABC home page to any who chose to visit. However, we have developed some sections for members only to retain exclusivity. By having teasers of the members-only sections available, it can be a powerful marketing tool to maintain membership value and to attract new members.

Create a Web Site

So, are you ready to create a Web site? Or launch an online publication? If so, here's what you need to know - from what we've learned:

* Decide what you want to accomplish through your online publication. Promote membership? Build customer base? Be an information resource? How will you convey the identity, image or perception you desire?

* Find your niche and target it specifically - analyze who your viewers will be, what they expect, and what will hold their interest. Visit other sites, communicate through online forums, conduct focus groups, do reader/viewer/member surveys. Talk to other online publishers.

* If you're not up to speed on technology, work with technology experts; learn at least enough terminology to be dangerous!

* Find designers who can use the technology to meet, achieve and maintain your goals.

* How much will it cost? Don't overbudget or underestimate, either - and be aware of costs quoted from outside sources. Quotes can range from U.S. $500 to $500,000 for developing the very same site.

* Can you meet your objectives on a low budget? Develop a site, test and retest. Then decide how much you want to invest, and be prepared for costs that will be higher than anticipated because you'll be constantly revising throughout the lifespan of the site.

* Don't underestimate the time it takes to create a good site, and be sure to build in time to maintain it.

* Don't put up a site unannounced: Publicize it, and devote a large proportion of your budget to promote it. Advertise in search engine categories that are appropriate for your audience. Promote books, conferences and other merchandise for a fee or commission. Sell advertising.

* Be creative, think ahead, be the first to try something new.

What You Need To Do

* Create an editorial plan to suit the technology long before going online. Be aware you're going to be adjusting as you learn, and that it will always be evolving. Many Web sites use "under construction" as they are developing various components. But in a publication, posting "under construction" would be the equivalent of having a printed piece with vacant space labeled "Copy TK."

* Create a team with information technology resources. They're the ones who will implement your work, and it is vital that you work in tandem so that you can plan and develop to meet requirements of the medium. An editor doesn't run the press, but he or she must know how the press works to get the desired results. Don't let the designers, artists and techies bully you, though. You need to work with them, and you need to know limitations, but don't be afraid to insist on what you want, or to ask why or why not.

* Don't go immediately to outside resources if you think you are low on in-house time or talent; it's probably there, and you need to find it, nurture it and watch it grow.

* Map out a strategy the same as you would for a new magazine or redesign. The basic principles still apply, but this time you'll be working with an entirely new medium. Create a product that will enhance your print publication. The online spin-off should have totally new copy, or, if you're going to use previously printed articles, design should be completely redone for online-only publication. Online editions should be in addition to, not instead of, print, and the two should be compatible and identifiable as coming from the same source, but each retain individual identities. However, if your intent is to phase out print entirely and replace with online only, it's best to be upfront about it right away, and plan accordingly. The challenge is to make sure that the article or item winds up in the medium best suited to it, yet offers a member, customer or client information in the medium they can access best. Anyone who insists on staying solely with print, though, will be like someone riding a horse alongside the highway: You'll get there, and it may be enjoyable, but it may limit your options for speed and efficiency. By leading viewers online, the best of both worlds can be achieved.

* Maintain your site on a regular basis - daily if possible.

* Be creative, and be aware that with online publishing you're creating "pull" information - with print you create "push" information. If your online opening page isn't attractive and compelling, viewers are not likely to go into the rest of the content.

Web Production Tips

1. Don't post long columns of plain text. Break it up with side-bars, graphics, links to other sites. MacWeek magazine says 300 words is maximum, though when it's an information site, you can (and frequently must) use more. When working with a designer, remember that this form of communication is often perceived as an entertainment medium, so you must be very creative if your intent is to deliver information.

2. Keep graphics simple so they can be downloaded quickly. With some, you can read "War and Peace" just waiting for the graphic to appear on the screen.

3. Don't just replicate a printed page.

4. Use basic, quick-to-grasp language and representative images.

5. Avoid information overload, but remember that if information has value to the reader, it isn't overload.

6. Remember that text on a monitor is more tiring to read than a book or magazine. The Web is more like TV than publishing. If you run a long piece, break it into sidebars that can be hyperlinked to the main article.

7. If people can't get to what they need in a few clicks, they won't use the system.

8. Lead visitors quickly through information, and make it worth their time (and money) to view it.

9. Online publishing by committee can be doomed to failure; it's seldom that everyone will agree on design, content or presentation, and in the end you'll have a mish-mash mess without personality or identity. Have a plan up front, stick to it, maintain control, but don't be afraid to make adjustments.

10. Build in interactivity wherever you can.

11. Be careful if you delete a page; you may have links to other pages (internal or external) that a viewer may have bookmarked.

12. Don't be afraid to try new things - in fact, make it a point to be on the forefront both with technology and content.

Tim Hicks, ABC, a Web expert (and author of "A Guide to Using E-Mail Effectively," a Getting Started Series book available from IABC) passed on this quote: "Internet users are stubborn and independent - and steering them through your site is like herding cats."

So try to "herd" them by posting an index and key messages up front - this is as close to drawing them into the full text as you're going to be able to do in this medium. They won't turn the page - or click or scroll to the next screen - if you don't give them incentive, reason or teaser to delve deeper.

You may want to make a print version available for those who don't have (or want) online access. Make sure it's an attractive and effective piece as well.

Points that help in electronic editing:

1. Keep it simple.

2. Keep it short.

3. Use conversational language, lighten up, set the tone of your communication up front, and be consistent.

4. Don't be afraid to use humor, or be a little outrageous (within limits and in good taste, of course).

5. If you can't include all the information you'd like, make it easy for viewers to link to other sites or resources that can - even if they are competitors. You'll be remembered as being the original source, and viewers will come back to your site.

6. Don't design for the lowest common denominator. Arm viewers with tools that make it easy for them to search the site, or link with other sites, archives, bulletin boards. You may even offer them the software they need.

7. Don't wait for viewers to come to you - attract them by posting releases to their E-mail addresses, through your print publications, on other sites, through online forums. Create a newsletter (print) and send to various Internet news groups or to members, customers, clients. Conferences and seminar exhibits are also an excellent way to publicize a site.

8. Don't take existing print material and post it online - this creates what some call "shovelware." Some material that you've used in print might be acceptable, but always analyze any content from the print/electronic suitability factor.

9. Update something on your site every day if you can, and be sure that this is made known on your opening page by listing the posting date in the index.

10. Strict copyediting, proofreading rules apply to online publishing as well as print. Even though you probably will catch and correct typos or other errors immediately, when you're posting in real time, it is still embarrassing to have someone else catch them before you do.

The Future

Because IABC is an international association, having the ability to communicate in real time, across many borders, is a definite plus, and certainly saves costs of printing and mailing. The downside, and one that will be interesting to watch, is how we learn to communicate not only across geographical boundaries, but also across language and cultural boundaries. AT&T and other information providers are working fast and furiously on creating instant-translation software. As for our plans, right now we see a logistic nightmare in attempting to convert the 12,000 pages we have on our site to other languages - it's difficult just maintaining them in English - so we have no immediate plans to attempt translating through our site. However, we have noticed that most countries do use English. Also, as technology emerges, it likely will allow the user to translate at his or her end rather than translations originating from the provider. But it is something to monitor for the future.

The benefit of online communication capability is compelling; it allows you to be ahead of the curve in tracking and reporting trends in real time. This will become increasingly more valuable as more viewers become attracted to the medium. Online communication may become the most valuable source for late-breaking, even personalized, news and information we've ever had.

Right now surfing the Web is the trendy thing to do - it's hot, new, and just about everyone wants to be "in" by jumping onto the information superhighway. But be aware of the "yield" signs - just as TV and VCRs didn't replace the movie screen for entertainment or instant "news at nine," or the newspaper's in-depth coverage and analysis, the Internet is not likely to be the end-all for information delivery.

According to technology pioneer Shel Holtz, ABC, "There is a fundamental difference between 'knowledge' and 'information.' Knowledge generally is best communicated in print, but information generally is communicated best electronically." He adds, "Online publishing accommodates the growing demand: I want what I want when I want it." Then again, former CW Editor Cliff McGoon contends that "Print has an intimacy that no glaring, in-your-face bouncing electrons can match." I believe that as the technology, and our participation in it evolves only the best designed, the most well-planned sites will prevail - as has been the case in print lo these many years. In a few years, maybe even months, the online information overload we see now will sift itself out and only the best - and brightest - will prevail. So above all, think quality, ease of use, and how you can set the standards in providing value to your viewers - regardless of the medium.

RELATED ARTICLE: Online Ads Sell

Advertising on the IABC Web site consists of graphic banners about one inch high and six inches wide that run along the bottom or top of a page. By clicking on the banner, viewers are taken to the advertiser's Web site. There, the viewer can find out more about the company and its products and services than it ever could in a print advertisement.

For years, Communication World advertisers have been producing ads for a stable, consistent print publication. As a digital medium, the WWW provides a much more interactive and unstable environment that many of our current advertisers find intimidating, much as advertisers did in adjusting to the move from print to radio and TV.

We have tried to bridge this gap by tying advertising in Communication World with advertising on the Web site. Full-page advertisers in CW get free Web advertisements for as long as their ads run. Advertisers with smaller-sized ads pay an additional amount to advertise on the Web site to bring the total cost up to the price of a full-page B&W ad in CW.

For vendors such as photographers, graphic designers and illustrators, we have Virtual Portfolio, where these vendors can show three samples of their work. The cost is U.S. $35 per month for a six month minimum.

Gloria Gordon is editor, Communication World.

COPYRIGHT 1997 International Association of Business Communicators
COPYRIGHT 2004 Gale Group