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September 16, 2010

PRSA Unveils Digital Version of Quarterly Magazine, The Strategist

NEW YORK (Sept. 16, 2010) — The Public Relations Society of America (PRSA) has begun publishing its award-winning quarterly magazine, The Strategist, in a digital "flipbook" format that retains the look of the printed original, but integrates audio and video content and links to related subject matter from PRSA and other industry sources.

The flipbook version of the summer issue is now available online and can be accessed by clicking on the "Digital Version" link. This inaugural digital issue may be viewed or shared with non-PRSA members; however, future issues will be locked and available only to PRSA members and nonmember subscribers.

PRSA plans to publish the next several issues of The Strategist in digital and print formats to give the magazine's readers a chance to decide for themselves which format they prefer. Readers eventually will be given the chance to opt out of receiving the print version.

John Elsasser, editor-in-chief of The Strategist, said that technological and environmental considerations were behind PRSA's decision to consider a digital publishing platform.

"One of our top editorial priorities has been to take a meaningful, forward-looking approach to the manner in which we deliver industry news and perspectives," said Elsasser. "The digital flipbook format allows us to embed multimedia elements that not only are interactive and enjoyable for our readers, but that place our articles in a larger industry context."

The flipbook version of The Strategist's summer issue, for example, features bonus video content, including Virgil Scudder discussing the importance of executive media training; retired Adm. Paul Yost, former commandant of the U.S. Coast Guard, reflecting on the Exxon and BP oil spills; and Col. Les Kodlick, Air Force public affairs director, reflecting on winning this year's Best of Silver Anvil Award.

PRSA's move to a digital publishing platform also will benefit the environment.

"Down the road, we may let our members choose to opt out of receiving a hard copy, which would allow us to reduce our impact on the environment," said Elsasser.

Finally, the flipbook also offers benefits for the magazine's advertisers. Interactive content, such as executive commentary, product or service testimonials, product demos and/or animation, can be easily incorporated as part of a company’s advertisements.

"It's an exciting and innovative new direction for PRSA's publications," said Elsasser. "We're having a lot of fun with the new technology, and I hope our readers are as excited about the change as we are."

About the Public Relations Society of America (PRSA)
With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 111 local Chapters organized into 10 geographic Districts; 16 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism; and the Public Relations Student Society of America (PRSSA), which has more than 300 Chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.
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