Putting members at the heart of a digital-first publishing strategy for the SCoR
Challenge
The Society of Radiographers’ (SoR) monthly Synergy magazine had long been the heartbeat of its professional community – but by 2022, it was clear its format was no longer meeting the increasingly digital needs of its 30,000-strong membership, was not capable of supporting multimedia and was at odds with the Society’s commitment to sustainability. A new solution was needed that would be more engaging, particularly among newer members, and offer better value for money without sacrificing editorial quality.
Solution
SoR turned to Wonderly with an open brief to re-examine its media portfolio – a process that began with a collaborative deep dive into members’ needs and wants, driven by a range of interviews to understand the topics and formats that would resonate most with them and supplemented by the team’s editorial expertise. It quickly became clear that the ideal solution was to take the Synergy title into the digital realm, by reinventing it as a genuinely interactive, evolving online media brand. Each monthly ‘issue’ of Synergy is now published on a multimedia platform optimised for digital storytelling, which allows expansive photography, immersive video and in-depth data visualisation tools. The editorial remit of the brand has been redefined to make members the heroes of the hour, alongside a range of features exploring best practice, important industry developments and the impact of radiographers on healthcare and society. The result is a digital media brand which engages and delights its audience and feels as much a thriving online community as it does a virtual ‘magazine’. You can check out all issues of Synergy magazine here.
Solution
SoR turned to Wonderly with an open brief to re-examine its media portfolio – a process that began with a collaborative deep dive into members’ needs and wants, driven by a range of interviews to understand the topics and formats that would resonate most with them and supplemented by the team’s editorial expertise. It quickly became clear that the ideal solution was to take the Synergy title into the digital realm, by reinventing it as a genuinely interactive, evolving online media brand. Each monthly ‘issue’ of Synergy is now published on a multimedia platform optimised for digital storytelling, which allows expansive photography, immersive video and in-depth data visualisation tools. The editorial remit of the brand has been redefined to make members the heroes of the hour, alongside a range of features exploring best practice, important industry developments and the impact of radiographers on healthcare and society. The result is a digital media brand which engages and delights its audience and feels as much a thriving online community as it does a virtual ‘magazine’.
Results
The number of unique users of the new Synergy format suggests a huge proportion of SoR members are interacting with it, and with an average of more than five minutes spent on page, it’s clear the brand is balancing interactivity with journalistic depth. The new design and editorial strategy have been a decisive hit with members and have also delighted our clients.
