Magazine of the Year Case Study: The Scientist
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Mary Beth Aberlin, Editor in Chief of the 2011 ASBPE Magazine of the Year award, discusses the magazine: The Scientist. The presentation was delivered at the 2011 ASBPE National Conference in Chicago.
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Magazine of the Year Case Study: The Scientist
- 1. The ScientistA Case Study MARY BETH ABERLINEditor-in-Chiefeic@the-scientist.com 5 August 2011
- 2. THE SCIENTIST MISSION Started as trade newspaper for scientists (October,1986) To report the latest news on outside-the-lab issues - policy funding jobs/salaries ethics technical advances book reviews
- 4. Academics
- 6. IntellectualsHighest Degree Earned JD/MBA 3% BS 12% MS 10% PhD 60% MD/PhD 10% MD 5%
- 8. 600,000 page views every month
- 9. News stories; 3-6,000 views every monthDaily E-mail > 260,000 e-mails sent each weekday
- 10. EVOLUTION OF DESIGN 1986 Newspaper Format 2000 Newspaper FormatGlossy, 2” shorter 2002 Magazine Format 2006 Magazine Redesign 2011 Current Issue
- 11. THE SCIENTIST EDITORIAL TEAM
- 13. Commissions and edits print columns
- 14. Top edits all print stories
- 23. Writes news, print stories
- 24. Commissions and edits storiesSenior Editors News Editor Correspondents Associate Editor Editorial Intern Art Director Production Assistant
- 27. 3 longer stories—combo of science news and latest TS issue
- 29. 4 Notebooks (700 words; behind-the-scenes looks)
- 30. Critic at Large
- 32. Modus Operandi (new and novel technical development)
- 33. The Literature (hot papers)
- 34. Bio Business (6/year)
- 35. Careers (6/year)
- 36. Lab Tools (user opinion of new technology)
- 38. Commissioned stories assigned to editors
- 39. Editor works with author / art director
- 40. Story to editor-in-chief for top edit
- 41. Text to copy editor/fact checker
- 42. Final text to production
- 43. Pdf passes to editor
- 44. Pdf pass to editor-in-chief for read
- 45. 2nd editor reads
- 46. Checklist
- 47. Proofreader / spellcheck
- 49. LAYOUT & DESIGN – Feature
- 51. AD crafts a sketch which is sent to the editor and author for approval.
- 52. Captions are provided by the editor; composition is pinned down before assigning to an artist.
- 57. Offer 2 scientist-written reviews in each issue
- 59. CAREER ADVICE
- 60. LAB TOOLS
- 61. READER INTERACTION Website 300,000 visitors every month 600,000 page views every month News stories; 3-6,000 views every month Daily e-mail > 260,000 e-mails sent each weekday
- 62. READER INTERACTION – mail Eliminated letters section from print magazine in April 2011
- 63. READER INTERACTION – website Many stories—both print online—bring in >20,000 page views and dozens of comments.
- 64. LOOKING AHEAD
Notas del editor
- Begun 25 years ago
- Controlled circulation magazineOur website reaches many more people who visit it not just for the magazine, but for up-to-date news coverage
- While the mission of the magazine is essentially the same, how content is delivered has changed.
- Here’s the evolution of our editorial team. Couldn’t resist.
- Small staff that is expert at multitasking
- Pretty standard
- Sometimes an infographic is the best introduction to a topic.This spread introduced the feature section of a special-issue topic
- This is the final image that was chosen by me, the editor, and the art director.We consider art selections our prerogative, not that of the author. But our authors are scientists and we usually run final pdf by them to make sure it is scientifically accurateThe downside: these authors reacted badly. Here’s the one we thought was final.
- Still a lot of the same and a few new thingsNext few slides show some of the out-of-the lab and how-to columns our reader value.
- In the feature well 6 times per year feature surveys and competitionsNot on slide is the Labby awards for best lab website or multimedia presentation. In September issue our 2nd annual.
- Out of the lab advice of a practical natureEditor who wrote this had a baby right around this time
- Another practical column: Interviews with users of technologyPros and cons of products
- As I mentioned lots of web trafficThis is where readers comment
- Used to cull comments on websitefor print, but we were always a month late.Decided to change the way we feature comments
- On our newly redesigned website—launched just in June—we now present provocative “Featured Comments”Here’s what it looks like and an example.The comments all link to the article from which they are drawn.
- Special anniversary issue in OctoberAnd on to another 25 years of engaging with the life-sciences community