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Article

Title: Hanley Wood Launches Print, Web Site Concurrently

Author: Schwartz, Matthew Article Type: Product Analysis
Source: BtoB Media Business, p11(1) Publication Date: Sep 2007

Hanley Woods rolled out the print and online versions of 'Architect' in 2006 at the same time. This move is out of the norm in a typical b-to-launch, where either print or online is launched first. The website, architectmagazine.com, features numerous interactivity elements that will draw an architect's competitive streak. There are peer reviews of projects that allow interactivity among users. Other features in the website include blogs, e-newsletters, forums and webinars. There are also plans to add online video soon. The print version employs different ways to point readers to the website. These methods include featuring an online table of contents in every issue. In its October 2007 issue, a part of a Q&A will be printed on the magazine's back page and will point readers to the website, which will offer a transcript of the entire interview, along with an audio feature. The print version will also contain teasers for certain kinds of content that can only be completely appreciated through the web. For example, a recent issue features an article on a new exhibition of the late Saul Steinberg's works at the Indiana University Art Museum. The magazine article directed readers to the website, which features structural interpretations of the 'View of the World from 9th Avenue' cover.

Companies:
Hanley Wood LLC

Products:
ARCHITECT Online New Media

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