Web Words: engage readers AND search engines with Lisa Manfield

How can a magazine's website, or any website, keep your attention?

Magazine and web consultant Lisa Manfield gave workshops in Calgary and Edmonton on how a magazine's website can satisfy both the human reader and the bots that crawl your website.

Whether you're a magazine, or trying to sell a service, here are a few quick tips on what you can do to maximize your online presence.

Know how people read online
In print, people are generally content to pore over copy and devote time to reading. Online, people are specifically looking for information. People scan a page in under 10 seconds and if they don't see what they want, then buh bye, they're onto the next website.

Websites are not the best place to put content that couldn't fit into a magazine. In fact, Lisa says that the opposite is true. The web is so vast and attention spans so short, that the content has to be relevant, easy to navigate and engaging at first glance--there are no second chances.

How to write for online
Magazine writers and editors are so fond of crafting clever headlines in print, but this does not work online! Text has to be broken up into sections with clear headings and subheadings so people can scan for information quickly. While narrative arc is the hallmark of good stories in print, computers cause eye fatigue, so chances are, you'll lose your reader at hello if they don't see what they want right away.

• use bulleted or numbered lists where possible
• stick to one idea per paragraph
• cut your word count in half from what it would be in print
• make it easy for readers to find what they want
• use the inverted pyramid style (most pertinent information up top)

Search Engine Optimization: what it is and what to do
Your site is being constantly crawled by bots sent out by search engines. These bots evaluate your content to gauge how relevant it is to a search (search engine indexing).

Some things that affect your site's ranking include:

• the age of your URL (seniority is good)
• the frequency of site updates
• the size of your site

Make your site easy to find by:

• using keywords
• place keywords in: titles/subtitles, body text, links, photo and video captions, anchor links (embedding a link into a keyword)
  

Think like a reader and test your site
Conduct a Google search on your site like a reader would. Does it show up on the first page of search results? Or the 10th page? You can analyze search results using Google Adwords to see if your keywords work.

These are just some of the things you can start to do. If you want more (and trust me, it gets a LOT more detailed and specific), contact consultant Lisa Manfield.

Happy surfing!
-Anh

Communications Specialist, AMPA

Tell Your Story in 5 minutes. Edmonton Story Slam is in its 4th season

Edmonton Story Slam: SEASON 4!
Wednesday, November 18, 2009
& the 3rd Wednesday of every month
at the Blue Chair Cafe, 9624 - 76 Avenue
Sign up at 7 p.m. Stage opens at 8 p.m.
5 audience judges. 5 minutes. 10 writers.
Cash prize.

Edmonton Story Slam kicks off Season 4 of live story telling events every month at The Blue Chair Cafe. First chance to Slam is NOVEMBER 18. Everyone is welcome to attend and participate -- it's the best potluck entertainment around. Now is the time to take a risk, feel your pulse, live larger, have an experience you will always remember. Visit your dreams, explore your past, stir your creativity, question your existence, write a story and get on stage to share it with an eagre audience in a welcoming, yet competitive, environment. We gather on the 3rd Wednesday of every month to celebrate stories, be they inspired from our own lives or derived entirely from the labyrinth of our minds.

Arrive early. Share a meal, tip a cup and join a community that welcomes new members and embraces old friends. We have heard stories about childhood, old age, middle age, yearnings, parenthood, mistakes, reckonings, dreams, nightmares, sexuality, food, voyages, adventures, relationships, journeys, war, truth, lies, ancestors, spirituality, ghosts, what ifs, and what might be. Add your musings to the collective.

Congratulations to Tyler Enfield, who is the Edmonton Story Slam Champion for 2008-2009. Season 3 celebrated its peak with The Slam Off finals, which were held October 21 in front of an enthusiastic crowd. To all those who tried to attend and were turned away because of popular demand, please join us for our regular season. Better yet, write a story and get on stage. Past Slam Off champions are: Mark Ramsden (2007) and Jadon Rempel (2008).

Thank you to The Blue Chair Cafe and staff (www.bluechair.ca), Tracy Kolenchuk (Photography: www.pbase.com/tracyk/story_slam_at_blue_chair; also see www.tracyocamera.com); Duncan & Craig LLP; NeWest Press (www.newestpress.com), Vue Weekly. Thank you also for all the hard work from the writers, donations from the audience and enthusiasm from a board of dedicated slam lovers!

Join the Edmonton Story Slam on Facebook for updates and events. Contact: edmontonstoryslam@gmail.com or call 780-915-8869.

Mark your calendar with the Season 4 Slam schedule: 3rd Wednesday of every month
November 18
December 16
January 20
February 17
March 17
April 21
May 19
June 16
July 21
August (no slam: break)
September 15
October 20
November 17

The Rules:
- Sign up at 7 p.m. First 10 writers. Writers must sign up in person.
- Names are drawn randomly from a hat for order of appearance. Writers must be present when names are drawn in order to participate.
- Stopwatch starts ticking as soon as writer begins speaking.
- Each writer tells/reads a story in 5 minutes.
- 1/2 point deducted from score for every 10 seconds over (5 second grace period).
- Gong at 7 minutes.
- 5 audience judges score each story out of 10. High and low scores are eliminated (best out of 30).
- Top score wins the competition and earns a coveted spot in Slam Off (date TBA), where monthly winners face off for the annual title.
- $5 donation (suggested) from the participating writers goes to the Edmonton Story Slam Society to help maintain operations.
- Stories may be fact, fiction or somewhere in-between.
- All pass-the-hat donations from the AUDIENCE go directly to the monthly winner.

Donations from individuals and corporations to the Edmonton Story Slam Society are welcome and appreciated. Thank you for your support!

Nov/Dec workshops: Websites, Ad Sales, Money Saving Strategies

I know some of you are waiting for blogs from RAMM. We're not sitting idle--AMPA's been busy working on some exciting seminars (websites, ad sales, money-saving strategies) for November and December. Keep an eye on the early-bird deadlines (first one's November 9th).

Hope to see you there!
-Anh

***
November 16, November 18, 2009

Web Words: How to Engage Both Readers and Search Engines

In this workshop, we’ll explore how and why web readers consume online content differently than they do print, and look at best practices for keeping online audiences engaged, including the essential skills of web writing, editing and formatting, and the importance of optimizing your content for search engines. We’ll also take a look at your magazine sites and collectively discuss what works, what could be better and ways to effectively incorporate multimedia into your online mix. So come ready to perform a hands-on review of actual sites, including your own!

About the Speaker
Lisa Manfield has worked in print and online publishing for 13 years as Managing Editor at Orato.com, Marketing Manager at The Tyee, Contributing Editor for Backbone Magazine, Business & Finance editor at Suite101.com, Associate Editor at CGA Magazine and Editor of REALM Magazine. As a publishing consultant, she has developed print and online content, marketing collateral and courseware for CBC TV, the Knowledge Network, WorkSafeBC, the BC and Alberta Magazine Publishers Associations and Magazines Canada. She teaches “Writing and Editing for the Web” and “Marketing Magazines Online” for SFU Writing and Publishing Program and Summer Workshops respectively. She was a member of the editorial collective of Room for eight years and on the Board of Directors (three as VP) for the BC Association of Magazine Publishers.

Lisa came out to the Alberta Magazines Conference this past March, and will add to what she shared with you then, helping you to maximize your websites.

In Calgary:
Monday, November 16

1:00 pm to 4:00 pm
Inglewood Bird Sanctuary, 2425 9 Ave SE

In Edmonton:
Wednesday, November 18

1:00 pm to 4:00 pm
CORRECTION: Strathcona Library, 8331 104 St NW, Strathcona Program Room (2nd Floor)

Register now via ampa@albertamagazines.com or 403-262-0081.

AMPA Members/Students (with valid FT status): $20 if registered by Nov. 9; $35 afterwards.
Non-members: $30 if registered by Nov. 9; $45 afterwards.

Payment via cheque must be received PRIOR to event to the AMPA office. If payment is $60 or more, we will accept a credit card.

***

Monday, November 23, 2009

Inject New Life into Your Ad Sales

If you sell advertising for magazines, you need to attend this half-day intensive seminar. Get the goods on developing a sales strategy in this tough economy. We’ll explore how to reach clients, stay on the rate card, handle objections, and build ad sales opportunities inside and outside your magazine. Designed specifically for ad sales people, this seminar ensures you’ll gain a better understanding of how magazine advertising works. Learn the tools of the trade that will help you develop sales strategies—and get the business.

About the Speaker

Gwen Dunant has been in the publishing industry for over 25 years, primarily as an advertising sales consultant. She has sold national and retail advertising space, worked with client publications to develop effective sales tools (such a media kits, rate cards, readership surveys, etc.) and done numerous sales trainings for small to mid-sized publications. She has given seminars at Mags U, MagNet, Ryerson University and many regional associations across Canada. She has played a key role in the development of many professional development programs for Magazines Canada and the Atlantic Magazines Association. She is also the author of “A Short Guide to the Development and Use of Sales Tools for Selling Advertising Space in Canadian Magazines” as well as a contributor to “Small Magazines Advertising – Essentials for Publishers and Sales Representatives”.

Monday, November 23, 2009

1:00 pm to 4:00 pm

Inglewood Bird Sanctuary, 2425 9 Ave SE, Calgary

Travel bursaries are available to qualified out-of-Calgary magazine members.

Register now via ampa@albertamagazines.com or 403-262-0081.

AMPA Members: $25 if registered by Nov. 13; $35 afterwards.

Non-members: $35 if registered by Nov. 13; $45 afterwards.

Cash or cheque is preferred. If payment is $50 or more, we will accept a credit card.

***

Friday, December 11, 2009

Taking a hard look: Money-saving strategies for publishers
There is money to be saved in most, if not all, magazine budgets. Of course publishers should pursue efficiency whenever they can; but in hard times, it's even more important to trim wisely and well. In this seminar, magazine consultant D. B. Scott will examine the typical magazine budgets and explore the kinds of hard questions that need to be asked by the people who manage them. Where is the greatest potential for saving money? And areas where it is penny-wise, but pound foolish to cut? The seminar will provide an opportunity to talk about attending magazines' particular challenges and to identify at least one area everyone can dig into when they get back to the office.

About the Speaker
D. B. Scott (David), the President of Impresa Communications Limited, has built a solid reputation as a consultant, writer, blogger, teacher, market researcher, publisher and editor. His concentration and specialty is the magazine industry. He has been called on for advice in such critical areas as strategic planning, content development, marketing, launches and relaunches, redesigns, audience surveys and focus groups, meeting facilitation and review and development of production and publishing systems. He is a member of Magazines Canada' professional development committee and its Travelling Consultants program. He teaches The Business of Magazine Publishing at Ryerson University in the Chang School for Continuing Education.

Friday, December 11, 2009

1:00 pm to 4pm

Inglewood Bird Sanctuary, 2425 9 Ave SE, Calgary

Travel bursaries are available to qualified out-of-Calgary magazine members.

Register now via ampa@albertamagazines.com or 403-262-0081.

AMPA Members: $25 if registered by Nov. 30; $35 afterwards.

Non-members: $35 if registered by Nov. 30; $45 afterwards.

Cash or cheque is preferred. If payment is $50 or more, we will accept a credit card.

Magazine Soapbox

Thank you to everyone who participated in the Magazine Soapbox on Tuesday, October 20th at the TRUCK Gallery!!!
Editors Anne Burke from The Prairie Journal and Leah Gillis from FreeFall talked openly about the ins and outs of small, independent magazine publishing. Both editors voiced the many possibilities for emerging and established writers and visual artists to contribute to local arts and literary titles and are keen to explore new and innovative ways to partner with creative people to enhance the cultural landscape in Alberta.

When Burke recalled the history of small, literary magazine publishing in Alberta and more specifically Calgary, she remembers Dandelion stood alone on the shelves. Now, more than 20 years later Dandelion is accompanied by publications such as AMPA members Prairie Journal, FreeFall, filling Station and Other Voices to name just a few. Although the landscape of literary magazines has grown, working in the industry is not for the faint of heart. Both Burke and Gillis agreed, "It is a labour of love" but with hard work also comes rewarding work. For both editors, one of the biggest rewards is the ability to expose writers and visual artists by giving them a platform to share their craft with the world.

Reader Geo Takach talked about the importance of magazines as contributors to the creative and cultural aspects of our communities and noted the importance of researching various types of publications to see where your work fits best. "When you have an affinity for a publication, your writing will most likely make sense within it."

Kim Firmston gave an emotionally charged reading of her latest piece of fiction, Life After War that is published in the Fall issue of FreeFall.

Thanks again!!!

For more information on AMPA's Arts and Literary members, visit www.albertamagazines.com

Paul Tough Q & A

AMPA is pretty stoked to be hosting a session by Paul Tough - New York Times Magazine editor, Slate, GQ, Esquire and New Yorker contributor, and author of Whatever It Takes: Geoffrey Canada's Quest to Change Harlem and America.

Tough will be in Edmonton on October 23rd for The Inside Story on Magazine Features: Q & A with a Magazine Pro, at the Stanley Milner Public Library in Edmonton.

Paul will discuss how to develop a killer feature story, plus it's your chance to pick the brains of this star editor. So bring your questions and get ready to take advantage of this amazing opportunity.

Cost: Free for AMPA members and students if registered by October 15th; $10 for AMPA members and students after October 15th.

$10 for non-members by October 15th; $15 for non-members after October 15th.

To register, email ampa@albertamagazines.com with your name, phone number and email address.

See Tough's answers to some of our questions in the next MagaScene, coming out Wednesday October 13th.

If you had the chance, what question would you ask Paul Tough?

Reality Bites - Re-cap of A Realistic Approach to Creativity in Magazines Panel

On Monday October 5th, as part of Read Alberta Magazines Month (RAMM), we invited panellists to Mount Royal University to speak on the subject of creativity and its role in the business of publishing. The discussion was passionate, insightful, but perhaps most importantly, a fierce reality check for those who think they can cut it in the magazine industry without burning that midnight oil.

The panellists were Veronica Cowan, art director at Where Calgary; Kathe Lemon, editor of Avenue Calgary; and Jack Newton, publisher of Where Canadian Rockies, speaking to a room made up mainly of aspiring designers with a sprinkling of writers-to-be. The panel was moderated by AMPA Executive Director and freelance writer and editor, Colleen Seto.

The Creative Process
Editor Kathe Lemon spoke of creativity as a process, rather than the popular notion that creativity is chaos. She said that this shift in perception is a necessary one, because at a monthly magazine, one must be creative consistently, day after day, month after month. But creativity shouldn't simply be limited to extravagant ideas, it has a practical application in a workplace where "nothing ever goes as planned." Things go wrong all the time. So, be creative in your problem-solving.

Art director Veronica Cowan suggested immersing yourself in all kinds of art. For herself, she looks at sculptures, paintings, and anything that can inform her design. But, she emphasizes that knowing how to use design software like InDesign, Photoshop and Illustrator is important as well.

It's okay to take chances with art, but be able to back your vision up to the editor. Cowan said that showing the editor two versions of an ad (ex: version A is what the editor wants, version B is what the art director envisions) can help inform decision-making. Lemon, on the other hand, disagreed, noting that compromise between all parties is necessary, and that time constraints often mean that mocking up multiple versions of something is not possible.

Don't Be Boring
Publisher Jack Newton said that one of the most important skills a person can have, is the skill to "not be boring." True story. Being boring is the death of the growth of anybody in a creative industry.

Writer/editor Colleen Seto said that being flexible is key to getting work again. Meet your deadlines. Comply with re-writes. Communicate. Offer creative story ideas. Do all these things and more, and you'll be able to find work.

For those looking to get started, either as a writer or designer, remember this: Know the magazine you're pitching to, inside and out. Who is the magazine's audience? Read back issues to see if your topic's been covered already. You're not only selling your idea, but you're selling yourself--what makes you the best person to write or design this story? All panellists agreed that demonstrating you've done your research is key to making your first inroad.

Internships
The panel recommended that students participate in an internship with a magazine. All of Where Calgary's editorial staff were former interns. Many interns have also been hired on-staff at Avenue Calgary. That said, interns need to do a number of things: a) apply at the magazine(s) they wish to work for directly, b) demonstrate they are the right candidate, c) show they are critical thinkers, and d) be keen, keen, keen.

AMPA provides publishers with subsidies so that they are able to offer a valuable work experience to students or recent graduates. Find out more about internships.

Conclusion:
Most students and newbies are most concerned with how to "get started" in the industry, failing to realize that longevity and staying in the industry is the true test of success.

While it might not have been the most glamorous, praise-laden diatribe on the industry, I thought the panel's honesty was most valuable. Magazines require hard work, so if you entered the industry on the premise of an easy ride, you'd do best to reevaluate--stat.

Don't miss more exciting panels and events during October. Check out AMPA's events page for details.

What is Ed Stelmach reading?

That's a question we, at the Alberta Magazine Publishers Association, also had.

So, we decided to help Premier Ed Stelmach build his collection of Alberta mags, in case he wasn't aware that there are over 60 magazines that are part of AMPA, and over 200 publishing in Alberta alone.

Here are some quick facts about Alberta magazines:

• The Alberta periodical publishing industry encompasses nearly 200 magazines and nearly 100 scholarly journals.
• Based on Statistics Canada data, the estimated 2008 value of the Alberta magazine industry is $83.4 million in revenues.
• Based on the above value, the return on investment made in Alberta magazines by the Alberta Foundation for the Arts for fiscal year 2008¨C9 was 179:1.
• The annual contribution made by Alberta magazines to the GDP (mainly of Alberta) is $106.8 million.*
• more facts can be found at whatisedstelmachreading.com
  

If you read and enjoy magazines, no matter if you're from Alberta or elsewhere, we urge you to send a letter to Premier Ed Stelmach to show your support of this vital cultural industry that provides jobs for a creative community of writers, photographers, designers, and more! It's an easy online form that will have an impact on the industry in Alberta.

Have a look and tell us what you think of our psychedelic campaign.