Day One & Two - Foundation in Digital Publishing

Nominated trainers
John Weir, digital consultant, Weir Media

THE COURSE

Day One

What you will learn

Starting with an introduction to the Digital Publishing course

  • The way that the internet is shaping media consumption
  • The jargon you should use - and ignore
  • What are the major forces driving internet adoption
  • What lessons can be learnt from the internet's "boom and bust" and how will it affect magazine
    publishers in the future
  • What the aims and objectives of the digital publishing course are and what delegates will learn

Strategy

Whatever size of publisher or magazine you work for, you need an internet strategy. This session will guide you through

  • The dos and don'ts of developing a web strategy
  • What factors you need to consider in writing your strategy
  • How to analyse revenue streams and visitor traffic
  • What content should be produced internally and what can be provided by your users
  • 10 things you need to know about technology
  • Project management and planning
  • Communicating your strategy

Introduction to - Marketing

How should you use new marketing tools and which ones work best

  • The importance of measurement, insight and analytics
  • The theory of the "Long Tail" and how that can help marketers
  • Email marketing - the 10 Golden Rules
  • Viral marketing - using PR, blogs and forums to drive traffic
  • Search marketing - whether to use SEO or SEM

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Day Two

Introduction to - Marketing continued


  • Affiliate marketing
  • What other marketing tools are available
  • The importance of linking
  • How to tie your online and offline marketing efforts together

Introduction to - Generating Revenues

There are a number of diverse business models on the web, with varied revenue streams. We'll explore

  • What publishers need to do to generate revenues
  • An analysis of the different revenue streams available - Advertising, E-commerce, micropayments etc
  • Which advertising executions work best?
  • What structure do you need to manage print and online revenue streams
  • Premium content - can you charge for content in a world that is largely free?
  • Can digital magazines make money

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Introduction to - Search

Search engines are the gateway to the Internet. What factors are driving their growth and what are the challenges for publishers

  • The trends in search development
  • The different approaches to search - behavioural, vertical etc
  • How Google's Ad Words scheme drives small businesses online
  • Understanding what affects your ranking
  • Using search to drive your traffic

Introduction to - Social Networks

How users are doing it for themselves and how this will affect media now and in the future

  • The growth of sites like MySpace and Second life. What's driving it and how can we compete?
  • What social communication tools are there and how effective are they in building traffic and revenues?
  • Encouraging user content and contribution
  • Case studies of business models using social communication

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