340 | Magazine World | XQx4x 2xx0x0 80 0 2005 www.fipp.com
professional development
digital certificate
FIPP to launch digital
publishing certificate
>>
FIPP is to launch a Digital Publishing Certifi cate in January 2009 to equip
magazine managers with effective and profi table digital strategies. The
Certifi cate has been designed to cover the major knowledge and skill
areas required by magazine website publishing executives.
Now, more than ever, is the time to invest in your digital strategies and what better way to be master of the online universe
than by arming you and your company with all the online knowledge already tried and tested? Any publisher looking to
develop lucrative and successful digital publishing models should attend the one week, all-you-need-to-know, FIPP Digital
Publishing Certificate, starting on 19 January 2009. It is a practical interactive course that will focus on the strategies used by
some of the most successful and entrepreneurial magazine website publishers. Course leaders Don Nicholas and Kim Mateus
from Mequoda, USA, know the expensive lessons that have been learned by pioneering digital publishers and they will share
the techniques that are working to make online profitable. The week in London will bring together up to 20 individuals. The
intensive week will delve into 10 half day modules, offering a mix of both high-level strategy and technical sessions:
01 ONLINE PUBLISHING 101 06 SELLING ONLINE ADVERTISING
Learn how to develop a business model that works: Publishers making In order to maximise online advertising sales, a publisher should
money online did not get there by accident – they arrived there by understand the difference between selling sponsorships and selling
making good decisions and never losing focus of online’s bottom line impressions, and should be familiar with all the components of various
potential. They found an opportunity to touch an existing audience ad packages.
24/7, reach and monetise an entirely new audience and collect valuable
customer information. 07 MANAGING EMAIL REVENUE
Use email newsletters as an invaluable way to repurpose content
02 CONTENT MANAGEMENT online, while at the same time turning it into an opportunity to sell more
Successfully manage your editorial teams that are now responsible product and advertising inventory.
for both print and online content. Learn how to recycle, reuse and
repurpose print content into robust online content, and how to increase 08 ORGANISING PRINT/ONLINE MEDIA TEAMS
your chances of being found by search engines. Learn how several magazine publishers have evolved their
organisational structures, staffing and responsibilities to launch and
03 GENERATING WEBSITE REVENUE run successful media businesses.
The key to a profitable website is having a clear understanding of
what the goals are for you, as the publisher and what the goals are for 09 KEY METRICS, REPORTING AND ANALYSIS
your users. Learn the nine most profitable online business models for Key metrics are numbers that, when multiplied together, determine
publishers. costs or revenues generated and their respective effect on profit and
loss. Learn the metrics that matter most.
04 SEARCH ENGINE OPTIMISATION
Traditionally, editors had one primary responsibility: writing great 10 BUDGET AND MODELLING
content. In the online world, things are very different. If a publisher Use a publishing model tool that will illustrate the importance of key
wants their content to be found and read online, one thing they must metrics. Learn how to manipulate the variables to help drive revenue,
learn to do is partner with Google or another popular search engine. Get costs cash flow and overall profitability.
to grips with the top tips!
➜ COUNT ME IN...
05 DESIGNING MEDIA WEBSITES
The week of training will take place in
Any web page on a website is a potential landing page. This is because
London on 19-23 January 2009. For more
most traffic arriving at a website, especially when coming from search
information contact Jenny Stubbs, training
engines, will not enter through the homepage. Make sure your entire coordinator at jenny@fi pp.com or Christine
site is designed to attract, retain and monetise traffic. Scott, general manager at christine@fi pp.com
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