University Magazines: Transforming a Topic into a Story

January 25, 2012

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Overview

Learn how you can transform topics into compelling stories from the editor of the award-winning Middlebury Magazine.

In spite of the vast attention paid to social media and digital communications, over 151 new magazines launched in 2011. Print is definitely not dead. However, you do have to aggressively compete for readers while at the same time meeting the demands of your institution.

Join us online to hear how you can transfix readers by transforming topics into stories. You will learn:

Creative approaches to defining and expanding topics
How to work with campus partners to identify captivating stories
Best practices in addressing specific topic requests

WHO SHOULD ATTEND

Editors of institutional magazines responsible for overseeing print and web published material from conception to delivery at all levels will benefit from the content and the creative brainstorming session with your colleagues.

COLLABORATIVE FORMAT

In order to simulate the rich, productive interactions you have with colleagues from other institutions at an in-person event, this webcast will include a breakout activity in which small groups of institutions will collaborate by phone on a short activity, share results, and receive feedback from the instructor. More specifically, your group will discuss a particular topic submitted by one of your group members, and you will brainstorm ways to transform it to a story.

Technology Requirements

In order to participate in this webcast, you MUST listen by phone. You should be prepared upon login to the webcast to enter in the number for your telephone, as the meeting room will call out directly to you.
In order to participate in the planned breakout activity, you should station someone from your organization at the phone and computer to serve as your institution's spokesperson. (Your organization will be just one of several participating in any given group.)
If you have questions about the technology requirements for the event, please e-mail bridget@academicimpressions.com. We will distribute more information on the content considerations and technical requirements shortly before the webcast.

CFRE CONTINUING EDUCATION CREDITS

This webcast has been approved for continuing education credits toward the CFRE International application for initial certification and/or recertification.

Agenda

Learning Outcome:

After participating in this webcast, you will be able to better differentiate between a topic and a story and identify ways to transform a topic into a story, leading to higher-quality pieces in your magazine.

Wednesday, January 25, 2012

1:00 - 2:45 p.m. EST

Defining the problem
- Why stories, not topics?
- What exactly is the difference between a topic and a story?
How to transform a topic to a story
- What questions can prompt the expansion of a topic?
- How do you know when you've brainstormed a good story idea?
- Experiences from the field
Working with campus partners
- What if you can't say no to a topic?
- Addressing concerns with development
  - Donor profiles
  - Stewardship reporting
- Coaxing helpful information from on-campus partners to turn a topic into a story

Want more information about this event?

Contact Courtney Gulden, Conference Director if you'd like additional information about the program agenda.

Instructors

Matthew V. Jennings

Editor, Middlebury Magazine

Middlebury College

Matt Jennings is the editorial director in the communications office at Middlebury College, where he has edited the award-winning Middlebury Magazine since 2002. The son of a now-retired journalism professor, Matt loves to teach and conducts editorial workshops at conferences around the country. He also serves as an editorial consultant for higher ed magazines and communications offices. Prior to working at Middlebury, Matt directed an award-winning publications program at Sidwell Friends School, an independent school in Washington, D.C.

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