Showcase

The Brief
In 2006, the publishing agency was invited to tender for Connected, a Government-funded IT magazine for Scottish teachers produced by Learning and Teaching Scotland.

The Challenge
The magazine was tired and copy-heavy, lacking structure and direction. Our challenge was to make it a bright, engaging read, creating a lively forum for debate. We also promoted moves to broaden the remit of the magazine from IT to all the challenges facing Scottish teachers today.

Editorial Response
The dry, academic approach of the old format has been replaced by a vibrant mix of practical features, generating far higher levels of interaction. Response levels are also encouraged by the new online version of the magazine (www.Itscotland.org.uk/connected). Other innovations have included a cover-mounted DVD of interviews with key figures from the magazine.

Results
A reader survey in April 2008 found that 96% of readers now find the magazine useful in their jobs and 77% welcome the new editorial mix. The magazine has also won commendations In the CiB Scotland, CIPR Scotland and PPA Scottish Magazine Awards.