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A strategy for publications . Part I Maria-Luz SEOANE (mseoane@ine.es)

A strategy for publications . Part I Maria-Luz SEOANE (mseoane@ine.es). A strategy for publications . Part I 1. Steps towards modernisation 2. New editorial policy & handbook 3. Achievements 4. Areas for development. 1. 1- Steps towards modernisation.

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A strategy for publications . Part I Maria-Luz SEOANE (mseoane@ine.es)

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  1. A strategy for publications. Part I Maria-Luz SEOANE (mseoane@ine.es)

  2. A strategy for publications. Part I 1. Steps towards modernisation 2. New editorial policy & handbook 3. Achievements 4. Areas for development 1

  3. 1- Steps towards modernisation Long tradition of INE as an editor 1858: 1st statistical yearbook published Evolution: statistical production expanded 1990: over 100 titles/ year + other published material random approach to publications and difficult to identify them as INE products…. Conclusion need for standardisation & branding 2

  4. 1- Steps towards modernisation What did we do? Employed a team of consultants (90-91) Standardisation: branding, layout, colour coding Implemented Result: 1993 INE´s first editorial handbook - for paper products Because paper was king!! 3

  5. 1- Steps towards modernisation Standardisation of products & branding (a non stop process) Logos: Layout: Colour codes: Books - letters - questionnaires covers, pages, tables, graphs, fonts CD, web 4

  6. 1- Steps towards modernisation Background to the last 150 years - From 1858 to the 90´s (dissemination on paper format) - 1996: INE website was born (marketing tool) - 2000: launch of INEbase greater access to the general public free of charge - 2004: almost all INE data available on the web Big success!! – huge impact on INE dissemination 5

  7. 1- Steps towards modernisation From paper production towards internet: radical transformation!! 1995 2006 CD-Rom (+ book) 1.5% Book only 4.5% Internet (+ CD+ book) 94% 6

  8. 2- New editorial policy & handbook 2- New editorial policy & handbook After the arrival of internet: a new dissemination policy Today situation … The editorial handbook 7

  9. 2- New editorial policy & handbook After the arrival of internet - certain changes are foreseen with regard the publications • The dissemination basic instrument is under revision • ( a “book of tables” is not the best product for most users) • New technologies allow new alternatives - a new dissemination policy based on two rules: • Electronic first (on line- off line) • Paper format… products with some added - value 8

  10. 2- New editorial policy & handbook What do we offer today? INFORMATION available in MULTIPLE FORMATS! press releases - web CD-Rom books - marketing products This needs internal cooperation(different actors) - Author services (responsible for the results) - Press Office (press releases) • Dissemination Unit: 2 departments for electronic & paper formats 9

  11. 2- New editorial policy & handbook How do we offer the information? - Press release & on the web (simultaneously, rapid dissemination) - All detailed results are available on www.ine.es - Editorial products: CD-ROM INEbase monthly includesall the results produced in the previous month Books and other paper products …in certain casesonly 10

  12. 2- New editorial policy & handbook Summary of today situation - Reduction in both printed titles and books of tables • Printed titles: ~ 150 in 1997 to ~ 50 in 2007 • Book of tables:~80in the 90´s to7 in 2007 - In transition towards our objective: - More focused on users’ interests & needs - Encourage a more user-friendly approach of statistics 11

  13. 2- New editorial policy & handbook This objective means: • A new approach • New roles • (for both the author services and the dissemination unit) • New production techniques • Staff training • Enhanced quality of processes • Clear layout guidance for new products Some of these aspects are included in the editorial handbook 2005 12

  14. 2- New editorial policy & handbook The editorial handbook Compilation of: • The existing information on products, procedures, • INE´s image and branding, standardisation… • Thenew editorial policy and main objectives • Other practical recommendations Author: the Editorial Unit (2005) On the intranet 13

  15. 2- New editorial policy & handbook The editorial handbook Internal document for author services about procedures and content guidelines: Tells me: How can I disseminate the results? Who shall I contact? Different collections, Why? Which product for which user? 14

  16. 2- New editorial policy & handbook The editorial handbook Internal documentfor the dissemination unitwith some style guidance for publications Gives me: Standard structure of each collection General layout of pages, tables, graphs, maps… Special features (corrigendum...) 15

  17. 2- New editorial policy & handbook The editorial handbook Content( index English version) I. Editorial policy II. Books and magazines III. Leaflets IV. Press Releases V. Internet publications VI. Some style notes for writers VII. Management of the paper publications • ( browse it) 16

  18. 2- New editorial policy & handbook First results, are we satisfied? • (+) Keeps the Know-how (share knowledge) (+) Helps to maintain standardisation (+) Cooperation among different working teams (+) Support to the editorial policy • ( - ) Slow pace in implementation ( - ) It is not fully comprehensive ( - ) Updating 17

  19. 2- New editorial policy & handbook First results, are we satisfied? Support to the editorial policy objectives: • More focused on users’ interests & needs • Encourage a more user-friendly approach of statistics Let´s see some achievements on the editorial policy 18

  20. 3- Achievements 3- Achievements 2007: Decision of the Board of Directors on printed books The result: INE´s editorial plan for 2008 Some examples 19

  21. 3- Achievements 2007: Decision of the Board of Directors on printed books • INE will not print books with only detailed tables • (100% is on the web) • INE will promote 2 collections: synthesis books & overviews THE DIRECTORS´ SUPPORT IS ESSENTIAL !! 20

  22. 3- Achievements The result: INE´s editorial plan for 2008 1- Remaining collections Institutional books (minutes + legal texts,…) Historic books Methodologies Manuals (Statistics, Demography, Sampling…) 2- New overviews & synthetic publications - Immigrants national survey - Panorama of the Environment - Urban indicators - Sustainable development indicators - Spain the EU- 27 - Panorama of the Industry 21

  23. 3- Achievements Some examples Synthesis books - Statistical Yearbook of Spain - Monthly Statistical Bulletin (under revision) - Spain in figures - Iberian Peninsula in figures (under revision) Leaflets - INE figures Let´s take a brief look at them... 22

  24. Some examples (www.ine.es) 3- Achievements catalogue free of charge (PDF) 23

  25. Some examples 3- Achievements Monthly publication Annual publications 24

  26. The yearbook 3- Achievements 25

  27. The yearbook.Standard page layout 3- Achievements Clear identification of: Source- title – year 2007 Easy to find: • Chapter & subchapter • Basic use of colour • Standardised layout • Use of graphs 26

  28. 3- Achievements The yearbook • Target: the general public • Sources: INE and others (national + international) • Structure:16 chapters &766 pages • Price:35.7 euro (paper), PDF free of charge • 800 copies • Annual 27

  29. 3- Achievements Spain in figures 2007 Colour & cover layout !! Standardised contents 28

  30. Spain in figures.Standard page layout 3- Achievements Clear, easy to understand texts: - Most recent data (t) - Comparison (t-1) - Rankings Simple graphs 29

  31. 3- Achievements Spain in figures • Target: the general public • Objective: panorama of the most relevant demographic, social and economic aspects of our country and its surrounding environment. • Sources: INE and others (national + international) • Structure: 20 chapters; 56 pages • Price: 2.30 euro (paper), PDF free of charge • 54 000 copies in Spanish (previous versions: 31 000 – 70 000) • 2 100 copies in English • Annual: published for more than 35 years, modernized in 2004 Marketing purposes ! 30

  32. INE figures 3- Achievements 31

  33. INE figures 3- Achievements 32

  34. INE figures.Standard 1st & last page layout: the brand 3- Achievements Main indicators summary Latest publications 33

  35. INE figures.Standard page layout: 2 columns 3- Achievements (+) Signposting (+) Content The industry in the economy as % of GDP Geographical comparisons: EU & national 34

  36. 3- Achievements INE figures • Monographic on a sector • 6 issues * year • Target: the general public • Objective: gateway to statistics on a sector • Leaflet, 8 pages, only in Spanish • 10 000 copies on average (to 45 000 if interesting for the respondents) • Price: free of charge both paper & PDF • Sources: INE and others (national + international) Marketing purposes ! 35

  37. 3- Achievements What do they have in common? • Good signposting • Visual information: • - colours, graphs & maps • - “selected tables” and rankings • Wider scope on content: • - use of different sources: other ministries, Eurostat, … • - incorporate some analyses (texts) • - variation over a period of time • - national + international comparisons 36

  38. 4- Areas for development 4- Areas for development Learning from our own experience & some examples Learning from others 37

  39. 4- Areas for development Learning from our own experience 1. Size & layout Small or special formats  constrains & difficulties in layout - Iberian Peninsula in figures - Spain in figures… 2. Visual tools & colour Avoid overuse of them  rational use of visual tools (colour) 3. Use of symbols & units 4. Signposting and branding Complete identification of the publication - Monthly Statistical Bulletin 38

  40. 4- Areas for development Examples of products under revision: - Monthly Statistical Bulletin -Discontinued in paper format from January 2008 - Available in Pc-Axis and PDF formats - Iberian Peninsula in figures -Project developed in cooperation with INE-Portugal - 4th edition (Portuguese + Spanish) 39

  41. 4- Areas for development Monthly Statistical Bulletin.Standard page layout Achieved: - Easy to find chapter & subchapter - Standardised layout To be improved: - Identification (INE- title – year 2007) -Basic use of colour (similar to the yearbook) 40

  42. 4- Areas for development Iberian Peninsula in figures Cover & standard page layout 41

  43. 4- Areas for development Issues for discussion • Short publications – easy access to statistics (brochures, leaflets, bulletins, news letters) • Publication on an annual basis? (sales decrease after 1st edition) • New role: reinforcing INE´s image (marketing approach) • PDF format increasing importance • High dependence on IT tools... 42

  44. 4- Areas for development Learning from others´experience 1 - All statistical offices need inspiration & experience from others 2 - Different countries, different solutions: - Transborder cooperation in publications - Slovak Republic - How to make publications - Sweden - How to link publications and internet… - Eurostat - Interactive promotional products - Slovenia - Visualisation tools - Scotland - XML- Publications - Finland 43

  45. Thanks for your attention

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