LiNKED Spring 2008

18 | DIGITAL PROFILE English explains that adding digital publications to the mix has increased output and made its outlets work harder at Graduate Prospects. The decision to go digital was not taken lightly, she says. Graduate Prospects assembled a team to assess the feasibility of digitizing then planned an effective launch. “We were fortunate that many of the structures and processes required were almost identical to those of Prospects Today,” English says, adding that the primary additional task was training employees and educating all involved. A number of advertisers who were early adopters of technology sought to maximize the beneﬁts that only a digital publication can offer such as the use of Flash and interactivity in their advertisements. In a recent issue, the “Fly with 3” advertisement highlighted just how interactive and ﬂashy an advertisement could be. The company, a leading mobile Internet business in the United Kingdom, sought employees by showing a video of a busy workplace and having an animated “ﬂy” ﬂap his wings to draw attention. Readers could click on the ad or the link mentioned in the ad copy and go directly to the Fly with 3 Web site to learn more about the company and its opportunities. LINKED SPRING 2008 ULTIMATELY, DEVELOPING A DIGITAL PRODUCT IS NO DIFFERENT THAN DEVELOPING A PRINT PRODUCT OR NEW WEB PROPERTY. English says that showing the possibilities for advertising is an ongoing challenge for the publication. Two years later, it continues to educate advertisers about the possibilities and persuade them to take advantage of them. From the very beginning, though, excitement was generated around the new ventures. “This created a real buzz internally and externally, translating into real commitment from the team and a strong desire for success,” English says. “This enthusiasm from the team ensured a very successful launch.” Prospects also managed to engage their users from day one. “Our page views and click-throughs were a real success from the ﬁrst issue and continue to this day,” English says. Prospects used an initial teaser campaign in the ﬁnal issues of the print version and in targeted e-mail. User testing and consultating also were used to ensure the

Table of Contents Feed for the Digital Edition of LiNKED Spring 2008

LiNKED Spring 2008 Contents Editor's Letter Social Media Dwell Breaths Voice into Printed Words Slaate Puts the "V" in Video Journalism Graduate Prospects Goes Digital Blog Watch Editor,Blogger

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.