By Joe Vallina
A study released September 12 by the International Data Corporation (IDC) estimates that by 2015 more people will access the Internet via mobile device than by desktop or laptop computer. This means that in a mere four years from today, the majority of your members could be reading your association content on a screen that fits in the palm of their hand.
Granted, it's difficult to predict with any accuracy what new technologies will appear in the next four years that could potentially change the way mobile information gets from the screen to the reader's brain. Still, we do know that—barring any miracle breakthroughs in hologram projection—it's very likely that the viewing area will be much smaller than a typical 17- to 20-inch PC screen.
For our members to get the most out of the content we deliver to them, it will be imperative for us as media professionals to stay abreast of the latest technologies and platforms. We should begin preparing now by ensuring that our processes are nimble and can adapt quickly to several different formats, each with its own quirks and advantages.
One way to do that is to use up-front planning to anticipate the different media before content is written. Trying to shoehorn a long-form story into manageable, mobile-friendly format at the end of the edit and design phases is a nightmare. By looking at the potential platforms ahead of time and planning the story flow and presentation across the different formats from the start, you'll end up with happier writers, designers, and, most importantly, readers.
This type of up-front planning has another distinct advantage, as well: It allows you to break out different parts of your content and link between each media source. This approach will let you maximize what each media type does well and will serve to better integrate your content between your various outlets.
As always, the rule is to be aware of how media is changing and be proactive, rather than reactive. In this way we can use each medium to its full potential to enhance the member experience. The future will be here before you know it.
Joe Vallina is the assistant director, periodicals at the American Nurses Association.
