NU's Web Site Reborn
As a newspaperman, I used to see the Web as a threat to my print publication. It wasn't long, however, before I understood how the two media could work in tandem to benefit readers while bolstering our company's mission to deliver critical information in a timely fashion.
I realized we could break a lot more news on the Web as events occurred, update stories throughout the week as needed, then go into more depth in the magazine about why and how something happened, along with the implications.
I also saw that serving three major audiences–producers, insurers and risk managers–could be difficult on any given week in a space-restricted magazine but that on the Web there was an unlimited amount of "real estate" to cater to individual readerships and sectors of the business.
Then there is the incredible research potential available by allowing Web readers to search NU's extensive archives, rather than frantically going through back issues.
The lessons I learned were put to good use when we relaunched our Web site last week. We strove to capitalize on what each of the two media do best, complementing one another's strengths while compensating for their inherent weaknesses.
If you check out our redesigned site (at www.NationalUnderwriter.com/pandc), you'll see a very different-looking product, but the changes we made were more than merely cosmetic. Among the highlights:
o Headlines from our daily online breaking news service are featured prominently high up on the home page. Readers either can check in throughout the day as stories are posted, and/or opt to receive a daily e-newsletter. There are about 50 news articles posted online every week–the vast majority unique to the Web.
o The cover story from the current edition of NU also gets a prime spot, along with links to other top news stories in print. Additional articles from the print edition appear under "This Week," categorized accordingly. (Some may prefer to read our content online, but most, we believe, will still want the option to have the magazine in their hands every week to peruse during their commute, business travel, over lunch at their desks or as bedtime reading.)
o Individual readership groups will always find a home at the NU Web page, with "channels" set aside for agents/brokers, insurance companies, E&S/specialty markets, risk management and technology–filled with content unique to each segment.
o Readers can search our archives for free if the content is less than 30-days-old. After that, paid subscribers to the magazine or the Web alone continue to enjoy free access, while other visitors have to pay a per-article charge. That feature alone should make a subscription worth the price.
o Advertisers will enjoy a number of new opportunities to improve brand recognition and get word of their products and services out to those readers most interested in doing business with them by sponsoring specific channels and even individual searches.
We'll continue to improve the Web site, adding features as time goes on. (Perhaps there is a blog in my future!)
I want to thank Anna Murray (president of e*media), Paul Rolich, Randy Weaver and CIO Chris Moschovitis, along with the rest of the crack NU tech staff for working overtime to put the infrastructure in place so we could realize our Web vision.
Of course, our readers, as always, will be the ultimate judges of our success. I urge you to contact me at sfriedman@nuco.com with any feedback on the new site, including suggested additions or changes. See you in cyberspace!
Sam Friedman
Editor-In-Chief
"We strove to capitalize on what each of the two media do best, complementing one another's strengths while compensating for their inherent weaknesses."
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