As a publishing professional, I am always interested in what is happening in the industry. There has been significant change since I started my career almost 20 years ago. That makes me sound middle-aged, doesn’t it? Whether Amazon launches the Kindle or Apple launches the iPad, everyone in and around the industry offers their opinion: Surely, this will be the death of traditional publishing, as we know it. Or will it?
Sir Richard Branson’s recent foray into publishing magazines for the iPad only made me wonder if a non-print edition was the way the ACC Docket would eventually want to go. We have already launched a digital edition and mobile edition. But will we ever go strictly digital? When asked to choose, 81 percent of ACC members prefer the printed product above the digital one. Despite this feedback, ACC still must remain open to ideas based on our members’ changing needs.
As I perused the first issue of Branson’s new publication, Project, I am reminded that whatever platform you choose to display your message, there are still fundamentals that never change: readership, relevant content and good design. Project is a monthly style and culture magazine, offered thus far in US, UK and Canadian versions.
As I got deeper into Branson’s digital content, the following observations occurred to me:
1. Web 2.0 has changed the way we all communicate. Project’s decision to put the magazine’s blog button on the navigation bar was brilliant. It allows readers to see what others are saying about the articles and post a message, too. I so loved this idea that I implemented it immediately for future issues of the ACC Docket Digital Docket and Mobile Docket.
2. Reading is about customer experience and focus. If I am reading a digital publication, I prefer emails and websites to be hyperlinked so I can access them with a simple click. Project’s websites were hidden beneath a plus sign on the right side of the page. When you clicked on it, the links from the page were listed. And a second click would open up the website. While this tab option is, well, cute, it causes the reader extra time and effort. A basic tenant of good customer service is to make the experience as easy as possible. In-house counsel strive for this with their clients and expect it from outside counsel, too. Clearly, publishers cannot forget this either. The goal in both industries is to make sure your client reads and understands the material.
3. Good design includes good typography. A publication is not cutting-edge simply because the designer picked space-age computer type. That’s expected, boring and hard to read. And to top it off, it makes the publication look dated. Good typography choices are never easy to make with so many options on the market. Quite frankly, good typography can be in the eye of the beholder. But editors and creative directors need to choose wisely — one tenant of good typography is to enhance the layout, not distract from it.
4. There is no doubt that multimedia is cool and can enhance the reader experience; however, just because I go back to the table of contents that houses a video clip, does not mean I want the video clip to play again and again, without the ability to stop it. Please give your reader this option because it’s already available in traditional print: Turn the page.
5. Never be afraid to try something new. Yes, this is coming from the woman who likes routine, and my previous blog posts prove it. I understand that lawyers, generally, are risk adverse. How do you manage your risk? Did you plan? Did you budget? Did you look at all the negative outcomes? What is the worst possible scenario if the plan fails? What is the best possible scenario if the plan succeeds? If the idea should fail, you go back and analyze why. You don’t simply stop. Sure, we don’t have access to Sir Richard’s coffers, but he still has to manage all of the same things we do. The only two differences: His budget is bigger and he is not afraid to be first.
Zig Ziglar said, “If we don’t start, it’s certain we can’t arrive.” Adopt this mantra for a while and see if it helps you better manage new ideas. Once the new ideas are implemented, you can help analyze what works and what does not. This is a skill set you are all good at, even if you tend to shy away from risk.
