Digital Magazine and Newspaper Editions: Best Practice Cases
Users can select an option to receive GradLife by email when they register for the Web
site (or anytime thereafter). GradLife includes articles on careers, featured job listings,
case studies of grads in new jobs, and lots of ads from companies seeking new hires.
GradPlus selected YUDU for its simple production process and the way it could
integrate with their own workflow, which includes an outside design agency and print-
ready advertisements. Gradplus staff receives print-ready ads from employers and
recruiting firms. Advertisers include many companies with well-known brands such as
Beck’s beer and Stella Artois and innovative firms like Anglo Beef Processors (ABP),
which contributes to products from celebrity chef Jamie Oliver. Ads in GradLife are
typically full-page display ads. Advertorials — case studies of grad employment success
stories — are sold, as well.
The editorial staff produces content in Microsoft Word. An outside design agency lays
the magazine out in QuarkXPress and then converts the finished book to PDF.
Beginning with the next issue, they will implement YUDU’s new self-publishing option
that offers the following advantages:
� Time savings — they simply upload the PDF and within a half-hour they have a
vivid, high-resolution digital magazine. This process can be completed from
remote locations, enabling the GradPlus team to publish a new issue even while
they are traveling.
� Cost-efficient — the new service saves GradPlus money in per-page production
fees.
� Excellent user statistics — that help advertisers to measure the interest in the
positions that they are posting.
GradPlus is innovative in generating traffic to its Web site and growing the GradLife
subscription base. In addition to standard search engine optimization (SEO), they
attend campus job fairs and partner with graduation-related companies such as
yearbook producers and graduation clothing suppliers. They even have a double-decker
bus that employers can co-brand and rent for trips around campuses.
Results
� GradPlus had circulation goals for GradLife that were met, though it took longer
than expected.
� Usage statistics have shown that the readership is loyal; users come back to the
publication even after landing their first jobs, and “refer to a friend” usage is
high.
� Ad sales have been robust and continue to grow.
Lessons Learned
� GradPlus found both good news and bad news in lining up advertisers for
GradLife:
o The good news is that there is a group of ad agencies that are particularly
experienced in booking ads in publications for job-seeking university grads;
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