A new way of publishing (I) Maria-Luz SEOANE (mseoane@ine.es)

Long tradition of INE as an editor 1858: 1st statistical yearbook published Evolution: statistical production expanded 1990: over 100 titles/ year + other published material random approach to publications and difficult to identify them as INE products …. paper publication was king!! Conclusion need for standardisation & branding

Standardisation of products & branding Logos: Layout: Colour codes: Books - letters - questionnaires Covers, pages, tables, graphs, fonts Cover of the book (colour – theme)

Social indicators Economy Agriculture Industry ... Publications Colour codes branding

Background to the last 150 years - From 1858 to the 90´s (dissemination on paper format) - 1996: INE website was born (marketing tool) - 2000: launch of INEbase greater access to the general public free of charge - 2004: almost all INE data available on the web Big success!! – huge impact on INE dissemination

impossible to compete against Access to the results Companies Central Directory Detailed tables-Year 2005 2 books (400 pages each) Published: March 2006 impossible to compete against

After the arrival of internet - certain changes were needed with regard to the publications The dissemination basic instrument was under revision ( a “book of tables” was not the best product for most users) New technologies allowed new alternatives - a new dissemination policy based on two rules: Electronic first: on line (free of charge) + off line Paper format… products with some added value

Added value in our publications (goals) Provide some analysis, not only to data From different surveys With geographical and temporal comparisons Add maps & graphs Encourage a more user-friendly approach to statistics

THE DIRECTORS´ SUPPORT IS ESSENTIAL !! Some relevant events - Printed books of tables: 80 in the 90´s, 7 in 2007, 1 in 2008 - 2007: Decision of the Board of Directors of INE on printed books THE DIRECTORS´ SUPPORT IS ESSENTIAL !! - 2008: Decision of the Cabinet of Ministers of Spain on Environmental considerations in contracts by the Public Administration Electronic format for Public Administration output (mainly Internet) Paper only as justifiable exceptions (recycled) 40% reduction of print runs before end 2015 (compared to 2006) 2007: Decision of the Board of Directors on printed books INE will not print books with only detailed tables (100% is on the web) INE will promote 2 collections: synthesis books & overviews (available in paper & PDF on the web) EXTERNAL PRESSURE !!

Impact on INE´s editorial products Enhancement of overview books & leaflets Spain in the EU-27, Spain in figures , Iberian Peninsula in figures Women & Men in Spain , Sustainable Development Panorama of the Industry PDF: FREE of charge Some examples (www.ine.es)

Spain in figures. Standard page layout Simple graphs Clear, easy to understand texts: - Most recent data (t) - Comparison (t-1) - Rankings (top 3...)

Spain in figures Marketing purposes ! Target: the general public Objective: panorama of the most relevant demographic, social and economic aspects of our country and its surrounding environment. Sources: INE and others (national + international) Structure: 20 chapters; 56 pages Price: 2.38 euro (paper), PDF free of charge 54 000 copies in Spanish (previous versions: 31 000 – 85 000) 2 000 copies in English Annual: published for more than 35 years, modernized in 2004 Marketing purposes !

INE figures Clear identification of the LABEL Clear TOPIC

INE figures. Content Marketing purposes ! 8 pages, free of charge (+) Signposting (+) Content 8 pages, free of charge 10 000 copies on average (to 45 000 if interesting for the respondents) Marketing purposes ! PDF (32 000 visits in 2010) The industry in the economy as % of GDP Geographical comparisons: EU & national

The yearbook Labeling INE- title – year General public (clear identification of): INE- title – year General public Sources: (national + intern.) 16 chapters & 800 pp. Paper (600 copies, 36.95 euro) PDF

Women and Men in Spain 2011: HTML & PDF Labeling & signposting Chapter INE - title – year (IMPORTANT – web) Text, maps, graphs & small tables 80 pages (paper & PDF) 7 chapters 5th edition (2010), International Women´s Day (8 March) 2011: HTML & PDF

Sustainable Development 2008- Content Benchmarking exercise of some selected indicators EU, Spain , the maximum & minimum values

What do they have in common? Good signposting Visual information: - colours, graphs & maps - “selected tables” & rankings (the top ten main producers…) Wider scope on content: - use of different sources: other ministries, Eurostat, … - incorporate some analysis (texts) - variation over a period of time - national + international comparisons

Learning from our own experience 1. Size & layout 2. Visual tools & colour 3. Use of symbols & units 4. Signposting and branding From INE´s perspective (the producer) Environmental aspects and the user´s point of view

From INE´s perspective 1. Size & layout - Small or special formats  constrains in selecting the content  difficulties in layout (i.e. Spain in figures) 2. Visual tools & colour  difficult to produce well balanced publications (text-visual tools)  avoid complex graphs (double scale charts, too many variables) 3. Use of symbols & units  be consistent throughout the whole publication 4. Signposting and branding  select informative, short titles for the publication (i.e.: Sustainable Development)

From the users´ point of view – PDF They download & print! 1. Size & layout - Small or special formats  waste of paper (i.e. Spain in figures) 2. Visual tools & colour  enough contrast - print in B/W  avoid dark colour backgrounds (Yearbook 2008 vs 2009) They get only what they need! 3. Use of symbols & units  make sure the information is at hand 4. Signposting and branding  identification: source – publication – temporal reference INE – Yearbook – 2008  use your corporate logo & colour

Some results Print runs Free PDF

A new way of publishing (II) Challenges Maria-Luz SEOANE (mseoane@ine.es)

Challenges = opportunities Achievements ? And now... Challenges = opportunities

Opportunities (?) Web magazines short and easy... 140 characters or less Web magazines

Opportunities (?) short and easy... WIKI

Opportunities (?) short and easy... Web magazines

Opportunities (?) short and easy... Web magazines

Opportunities (?) short and easy... Web magazines

Opportunities (?) short and easy... Web magazines

Opportunities (?) short and easy... Web magazines

Comments & Observations) (sources & other information) Opportunities (?) short and easy... Women and men in Spain 2011 PDF - 7 topics Independent files: Text (Introduction/ Definitions / Comments & Observations) Tables (Excel o PC-axis) Graphs Links (sources & other information) - Also PDF Women and men

Opportunities (?) short and easy... Italy

Opportunities (?) 140 characters or less

Twitter is used as a loudspeaker by the media Opportunities (?) 140 characters or less Twitter is used as a loudspeaker by the media

Opportunities (?) 140 characters or less Gearing the organization for "outgoing" media work Source:Making Data Meaningful. Part 3: a guide to communicating with the media ...proactive efforts to package and distribute statistical data in a way that is appealing, understandable and useful to the media. ...team may be more skilled in writing in plain language and pulling out the important points for the user.

Opportunities (?) 140 characters or less Emerging technologies for communicating Source:Making Data Meaningful. Part 3: a guide to communicating with the media - Users of media now choose how, where, at what time, and in what amounts they wish to consume information. - People now "viralize" (redistribute on- line)messages from other.

Opportunities (?) 140 characters or less Balancing accuracy and quick access Source:Making Data Meaningful. Part 3: a guide to communicating with the media ...People find it hard to keep up with the pandemic of information that reaches them through a multitude of sources. “We used to be data poor, now the problem is data obesity” NSOs´information must be reliable and trustworthy.

Opportunities (?) 140 characters or less Prepare your texts to be selected and used by: How many snacks can we get from a single press release? English / Spanish

Opportunities (?) 140 characters or less Squeezing out a press release Write good headlines on this press release. Try to write easy-to-read sentences no longer than 120 characters with the most relevant content, ready to be used as a tweet. Objective: Help a journalist under rigid deadline to select your information.

Opportunities (?) 140 characters or less Squeezing out a press release The author unit said: 135 110 126 103

Opportunities (?) 140 characters or less Squeezing out a press release 135 25 732 euros is the average annual income of Spanish households in 2009 (2.9% less than the previous year). 107

Thanks for your attention (mseoane@ine.es)