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MIA presentation from AAM Webinar on October 23, 2013, featuring Verso, the award-winner digital magazine published in-house and available for free on iTunes.
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Douglas
Douglas
• Provides an insider’s look at art & art museums
Douglas
• With a range of media content: text, images, video, audio, interactive
Douglas
Verso: Telling Stories with Digital Media
Kris
Scholarship and Research
Verso: Telling Stories with Digital Media
Kris
Community & Contemporary
Verso: Telling Stories with Digital Media
Kris
Collecting
Verso: Telling Stories with Digital Media
KrisArt Acquisition
Verso: Telling Stories with Digital Media
KrisBehind-the-scenes
Verso: Telling Stories with Digital Media
Even bees on the roof!
Verso: Award Winning Effort
– American Alliance of Museum: 2013 Silver Muse Award
– International Design and Communications: 2013 Best App
– Graphic Design USA: 2013 American Graphic Design Award
Kris
Verso: ReachVerso: Reach
– Over 7500 SubscribersOver 7500 Subscribers• 80% US80% US• 10 % China10 % China• 10% from 65 other countries 10% from 65 other countries
– from Qatar to Borneo to from Qatar to Borneo to Azerbaijan to Moldova ...Azerbaijan to Moldova ...
Kris
Goals & Philosophy
Goals & Philosophy
• Why make Verso?– Staff drive
Douglas
Goals & Philosophy
• Why make Verso?– Just so much content
Douglas
Depth and Breadth of Content
Douglas
Goals & Philosophy
• Embracing digital• Interactivity = truly moving experiences
Douglas
ProcessProcess
From Experiment to Production
Process– Needed:
• Space/time for individual effort• Manager’s support• An iPad, headphones• Schedule: Summer 2012
Kris
Tools Used
• Content layout & production: Adobe Creative Suite• Audio editing software: Hindenburg• Video editing software: various
• Animation: out-sourced contractors
• Published via: Adobe Digital Publishing Suite (DPS)
Kris
Process– Researched (informally)– Built prototype based on print pieces – with interactivity
Kris
Process
– Demonstrated to senior management– Excitement!
Kris
Process• Then I had to make it real!
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
• Fit into existing work
Kris
Methods
• From individual to team effort– Build collaborative team, learn as we go
• Fit into existing work• What are we going to STOP doing?
Kris
Methods
• From individual to team effort– Build collaborative team
• Find like-minded people with the right skills– We are all learning as we go!
• Fit the effort into our existing work• What are we going to STOP doing?
– We are still working on this …
Kris
Platform• Why iPad?
(not necessarily a strategic decision)
Douglas
Platform• iPad: Pros
– Elegance of interface – beautiful display
Douglas
Platform• iPad: Pros
– Elegance of interface – beautiful display– iPads = number 1 device
Douglas
Platform• iPad: Pros
– Elegance of interface – beautiful display– MIA audience statistics: iPads = number 1 device– Standardized format – needed only 1 version of content
Douglas
Platform• iPad: Cons
– Limited access – not everyone owns an iPad
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Platform• iPad: Cons
– Limited access – not everyone owns an iPad– Proprietary file formats
Douglas
Platform• iPad: Cons
– Limited access – not everyone owns an iPad– Proprietary file formats– Future:
• iOS upgrades?• Feature maintenance?
Douglas
Successes
• Management buy-in via demonstration– Including Executives and Trustees– A working prototype trumps a written proposal every time
Douglas
FUNDING!FUNDING!
Douglas
Successes
• Executive & Trustee support• FUNDING!• Siloes be damned!
Douglas
Challenges• Complex – could use a project manager
– Staffing (really only me and one writer)
Kris
Challenges• Complex – could use a project manager
– Staffing (really only me and one writer)• Promotion? How do we get the word out?
Kris
Challenges• Complex – could use a project manager
– Staffing (really only me and one writer)• Promotion? How do we get the word out?• Cost model, including content production costs
Kris
Options
• How else could this be accomplished?– Responsive web design
Douglas
Options
• How else could this be accomplished?– Responsive web design– Alternative digital publishing tools
• docpub2ebook
• EPUBgen
• Laker
• Treesaver
• The Baker framework
• even WordPress (see The Bangor Daily News)
Douglas
Options
• How else could this be accomplished?– Responsive web design– Now more digital publishing tools out there, which one
would work best for you?– Developer v. Designer– Outsource it
Douglas
Current Status
• As of October 15, 2013, VERSO has 111 ratings/reviews on the iTunes App Store,
the overwhelming majority at 5 stars.
• The V&A’s magazine has 0.
• The TATE’s magazine has 0.
• The Getty’s magazine has 0.
• The Hammer Museum’s member magazine has 0.
• The High Museum’s member magazine has 0.
• The Art Institute of Chicago’s member magazine has 8.
Kris
The Future
• Future plans and ideas– Verso is still an experiment
Douglas
The Future
• Future plans and ideas– Verso is still an experiment– Whether it continues or not, we have:
• New production workflows• New skills for MIA staff• Stronger collaborative methods• That will transfer to other efforts
Douglas
The Future• Future plans and ideas
– Need: rigorous content strategy
Douglas
Thank you!
Douglas Hegley, Director of [email protected]
@dhegley
http://www.slideshare.net/dhegley
Kristine Thayer, Senior [email protected]
@kristhayer11
