LIFE AFTER PRINT: REVISING THE DIGITAL EDITORIAL STRATEGY ...

LIFE AFTER PRINT: REVISING THE DIGITAL EDITORIAL STRATEGY IN

MAGAZINE PUBLISHING

by Kristen Nicole Hilderman B.A., University of British Columbia, 2007

PROJECT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF PUBLISHING

In the Faculty of Communication, Art and Technology

? Kristen Hilderman 2011 SIMON FRASER UNIVERSITY

Summer 2011

All rights reserved. However, in accordance with the Copyright Act of Canada, this work may be reproduced, without authorization, under the conditions for Fair Dealing. Therefore,

limited reproduction of this work for the purposes of private study, research, criticism, review and news reporting is likely to be in accordance with the law, particularly if cited

appropriately.

APPROVAL

Name: Degree: Title of Project:

Supervisory Committee:

Kristen Nicole Hilderman Master of Publishing Life After Print: Revising the Digital Editorial Strategy in Magazine Publishing

_______________________________________ John Maxwell, PhD Senior Supervisor Assistant Professor, Publishing Program

_______________________________________

Rowland Lorimer, PhD Supervisor Director and Professor, Publishing Program

_______________________________________

Shannon Emmerson Industry Supervisor Director of Digital Media, Canada Wide Media Burnaby, British Columbia

Date Approved:

_____9___A_u_g_u__s_t__2_0__1_1___________________

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Partial Copyright Licence

ABSTRACT

This report examines the tension between print and digital magazine publishing, the divisiveness around SEO, and the future of BCBusiness magazine's digital editorial strategy. Beyond simply extolling the virtues of SEO, this report discusses its absolute necessity in the digital editorial workflow, how it can be adapted, and the best practices for digital editors. As the magazine publishing industry moves into a new digital era, magazines have to consider how to align the goals and practices of print and digital editors while developing new online strategies that combine print content, multimedia, SEO, and social media. BCBusiness is on the vanguard of this magazine publishing movement that will see more dynamic editors working as multi-platform, multi-discipline, word- and Webstrategists. All figures and statistics are accurate as of April 2011.

Keywords: branding; digital editors; digital editorial strategy; digital media; magazine publishing; online magazines; search engine optimization; social media; websites.

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ACKNOWLEDGEMENTS

Thanks to my industry supervisor, Shannon Emmerson, and to John Bucher for their support, mentorship, and for letting me stick around after my internship.

Thanks to my senior supervisor, John Maxwell, and the brilliant staff in the Master of Publishing Program. I appreciate all of your encouragement, your dedication to your students, and above all, for helping me see what an exciting time this is to be entering the publishing industry.

And finally, thanks to my wonderful husband, Luc. I couldn't have done this without your motivation on those early Saturday mornings, your encouraging words, and all of your support as I inched further toward my degree.

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