Loyal, regular readers over time know that I always give you forewarning when I'm about to indulge in shameless self-promotion. So consider yourself officially forewarned, but I'm not going to carry on for too long and then I'll get right back to you.
As you sit there reading the magazine, something should literally feel different. That's because as part of an overall graphic redesign, we decided to change the paper stock so that you would have more of a tactile experience. (I've been reading Steve Jobs' biography and I think it's starting to get to me.)
More importantly, we've changed the approach to how we present information. The one universal fact we all know is that executives feel that they have less and less time to read. As one CEO recently put it, "Every day feels like trying to jam 10 pounds of stuff into a 5-pound bag." A recent readership survey we conducted confirmed that "lack of time" was enemy No. 1 when it comes to enticing you to spend more of that valuable time with us. And, frankly, most of us feel that this big professional squeeze is probably never going to loosen its grip.
This redesign presents information in a format that allows you to access it by reading in depth or more quickly by breaking out key points that make articles easily scannable. After all, think about how executives and trustees like information presented to them. You wouldn't give your board members reams of single-spaced reports. If you do, that might explain some of those other problems you're having at work.
But the need for information is also top of mind. Everyone wants to know what's going on around the country and what their peers are experimenting with and learning. The amount of positive activity and energy laser-focused on remaking the delivery system is unprecedented. And our coverage of issues will convey that same solutions-oriented drive. We're all pretty good at defining the problems. It's the answers that everyone is looking for.
On to the digital future. Ever wonder where you stand in terms of how you access business information compared with your peers? Well, that same reader survey provided some insights as to your preferences.
Print is still top dog. The average respondent spends substantial time reading professional information in both print and electronic formats, although the print format is the clear preference.
The iPad cometh. Desktop and laptop computers are the dominant modes currently for accessing the Internet. About a third utilize a BlackBerry or other mobile device. And almost all respondents use one or more devices. But the future belongs to the iPad.
Back and forth we go. Respondents typically read professional information at work and via print publications, on average 57 percent. But a notable 38 percent also make time to read material at home.
Your online trends generally track those identified in a 2010 Forbes magazine survey. The average CEO carted around 4.21 devices. But 45 percent of the corporate executives expected to use only a Web-enabled tablet and a smart phone within the next three years.
So, no matter what technology you use or even good old print, we always like to hear from you.
Let me know what you think. You can reach me at firstname.lastname@example.org