Maximizing print and online

Content managers share their integration tactics to promote—and add value—to print publications

Since 1997, the National Education Association has posted its flagship publication, NEA Today, on the Web in its entirety to share need-to-know resources with its various audiences. In fact, Web site visitors, whether they’re current members or not, will find even more content and resources online than they would in the print publication, such as discussion forums, tip sheets and copy that didn’t make the offline edition.

Other content managers would never do this. They believe it would dilute the value of the print publication, a key benefit of membership. That’s the case for the Experimental Aircraft Association, which publishes only selected articles from its two print membership publications online, along with other Web-exclusive add-ons. The efforts help entice nonmembers to join by seeing some of what they’re missing.