The members’ journal of the future must be able to offer the same as before – and more. The main function of the members’ journal is to bring together a professional group, be engaging and create added value for members. But in addition, the members’ journal must be where the reader is. So, it is essential that the members’ journal today is part of a cross-media strategy. The CO-industri labour union had become aware of this challenge, and therefore contacted Kailow. They wanted a new and unique aesthetic reading experience in a digital format.
CO-industri represents 200,000 members and is an association of eight different labour unions. In other words, this is a very large organisation which much reach a lot of readers. As today, a lot of communication is done online, on tablets and smartphones, creating a digital solution was ideal. In this context, it was essential to maintain the current magazine’s journalistic identity, and provide members with a unique, digital reading experience. Here, we used our experience from the printed magazine, but spiced up the reading experience with a more vivid communication in the form of videos, images and digital graphics.
We created a digital magazine, without compromising on graphic design or journalistic objectives. The digital magazine has maintained the classic virtues of the physical magazine, in the form of approaches to articles and readability, while unique, digital elements have been added. It has created a more vivid communication.
As part of the relaunch of the magazine, we have cut the number of annual releases from 10 to 6, because the media user of the future values quality over quantity. And because today, the magazine is the news medium’s opposite, and developed into a platform for reflection and insight. However, Kailow has opened up the possibility for CO-Industri to continue to communicate new content to members in the form of a newly developed email newsletter, which is used for breaking and current news.
The digital magazine and email newsletter created a more holistic digital communication for CO-Industri. The digital solution supports CO-Industri’s desire to be an even more member-oriented organisation, which is in closer contact with its members. Overall, we have created a magazine that is engaging, lively and inspiring. This way, the magazine helps to maintain professional pride and identification for members.