Provided below is a questionnaire that should be used by both brand new publications and publications that are moving from print or closed access, to digital / open access. The questionnaire should be completed by the editorial team in order to best communicate the publication's goals with the publisher.
Definition: Publication objectives are the "reasons" for the publication. Objectives drive content and direct which features/services a publication offers. Objectives also determine decision-making and roadmaps for prioritizing how the publication evolves.
Examples: to promote awareness, to be the "go to place" for discipline information, to foster connections among various communities, to educate a certain demographic, to advertise the association and increase membership, to be a value-add for members, etc.
Instructions: Write down 2-3 publication objectives. These objectives should be clear and agreed upon by the editorial team.
User Segments & Objectives
Definition: User segments are a way of grouping users of a publication into smaller segments that have similar goals, needs, etc. User segments may have generalizable "mentalities" and generalizable needs from the publication.
Examples: User: Readers. Publication Needs: 1. ability to read articles 2. ability to contact authors
Instructions: Identify user segments and describe at the user segment's needs.
USER SEGMENT #1:
USER SEGMENT #2:
USER SEGMENT #3:
Measures of Success
Definition: Measures of success help determine how well a publication is doing and if adjustments are required in order to achieve the business objectives. If a publication is shifting from subscription to open access, it is important to develop new measures of success that are not quantified by paid subscribers. Please note, especially for brand new publications, measures of success will likely need to be updated or shift as the publication ages. A successful year one will likely be measured differently than a successful year ten.
Examples: the number of readers, press coverage, number of articles submitted per year, author feedback, reader feedback, etc.
Instructions: Define how the publication will measure success.