As managing editor of the University of Texas McCombs School of Business alumni magazine, it’s my job to generate story ideas, interview sources, do background research, brainstorm art options, write feature articles and profiles, assign stories to our intern, edit copy and proofread layouts before printing.
But the fun doesn’t stop there. Thanks to this phenomenon called the Internet (I think it’s gonna be big), I also oversee the publication of our magazine online. Since it’s nearly all the same content and we’ve already completed the editing and proofreading, it should be no sweat to get the thing online, right?
Wrong. Not having a web team devoted solely to the magazine, it was always a scramble. But for our most recent issue, we changed gears and used the WordPress blogging platform to host and publish the magazine.
I’m happy to say we’re thrilled with the result. I know a lot of print magazine editors are struggling with how to publish online, so I decided to chronicle our process here. This isn’t meant to be an all-encompassing explanation of WordPress-hosted magazines, but simply a case study of our experience. Hopefully it’s helpful to others facing similar issues…read the whole post at TracyMueller.com.
Below, I answer some questions that have come up a lot as I’ve shared about the process of using WordPress to host an online magazine. Click here to read Part I, where I chronicled that experience and compared it to using a traditional Web site.
What are your readership stats?
Our print circulation is 85,000. Some stats on the new online version: (since we launched in July 2009)
4, 536 visits
3,262 unique visitors
35.95 % of visits are from direct traffic
37.87 % from referring sites (918 from McCombs home page, 188 from Twitter, 131 from Facebook; #5 refererrer: images.google.com)
26.12 % from search engines (1, 185 visits from 877 keywords)
Note: Unfortunately we did not have analytics running on the old site, so I don’t have a benchmark to compare these to.
How long did this take, and what staff members were involved? What other responsibilites do they have?
From the time I sent inspiration sites to our web editor to the day we went live was 6.5 weeks…read the whole post at TracyMueller.com.