In a time of skyrocketing paper and postage costs, alumni magazines are paradoxically enjoying a renaissance. After cutting back—or cutting down—print issues during the pandemic, many institutions are now pushing for expanded page counts, more copies, better photography, multimedia extras and more institutional support.
Why?
Because audiences appreciate the thought-provoking content and the tangible, premium reminder of the enduring connection with their alma mater. In a 2024 CASE readership survey, 68 percent of TCU Magazine’s readers reported spending 30 minutes or more with every issue. Almost half reported that the magazine was a go-to source for continuing education.
Journalists are pouring their passion and experience into institutional magazines because higher education shines glimmers of hope into an increasingly dark world. They highlight purpose-driven students who will tackle the problems of the future and brilliant faculty whose research is providing innovative solutions to the planet’s most pressing challenges.
Our readership analytics at TCU Magazine have long shown a strong audience appetite for well-researched and carefully written and edited feature stories about forward momentum and its relationship to education. Since 2015, our overall page views have experienced an astounding 1,300 percent growth. That number sounds outlandish, but I can assure you it is accurate.
Our alumni, parents, donors and internal stakeholders are and always have been the primary audiences. But they aren’t the only people who want to know about the students, faculty, staff and initiatives that thrive on our campus. TCU Magazine’s stories are crafted to be relevant far beyond our campus community and long after the initial date of publication.
In 2021, when all the rules were being rewritten, we proposed a partnership with our colleagues in marketing. We suggested a trial run of using existing magazine stories as peer marketing material, promoting those features to internet users who live in the proximity of the country’s top 150 colleges and universities. The goal was for other professionals in higher education to learn about TCU beyond our exceptional student experience and athletic success.
TCU’s marketing director agreed that long-form content could run alongside more traditional digital marketing materials. Why not? Serving stories about improving teacher retirement plans; developing free, open-source digital mapping tools; or better understanding mutations in the BRCA gene benefit us and all manner of readers.
Audiences learn something new and interesting about how research is shaping the future, and we achieve our goal of enhancing TCU’s academic reputation.
Win-win.
Together, we built a partnership with a digital marketing agency based in Fort Worth. With their expert guidance, we got a crash course in the differences between Google Display Network and SEM keywords, Demand Gen ad placements, bidding strategies, and the wisdom of narrowing ad placements in social media feeds.
We launched our first joint academic content campaign in April 2021 with a modest investment. The results were promising: In two months, we got the TCU initials in front of more than six million people around the country and enticed 87,000 of those people to click on the ad and come to the website to read the story.
Best of all, these were what we refer to as quality clicks, because the average reader spent almost two minutes on one of our stories, far above the internet’s long-form content average of less than 40 seconds. That small trial convinced our divisional leaders that magazine material could be marketing gold.
We didn’t need to reinvent the wheel or invest in outside development of marketing-specific content because we had a treasure trove already flowing from a steady creative stream inside our office.
We expanded the efforts in 2022, sharing new stories with 10.5 million pairs of eyes and bringing 116,000 more people to our site to learn about TCU research. That year, we got an email from Puerto Rico about French professor Benjamin Ireland’s research reuniting families torn apart during forced internment during World War II. “I am not sure why Facebook ‘promoted’ your article to me this morning,” the effusive author shared, “but something made me click to read more.”
We’ve continued to grow these campaigns. Though our mission at the magazine is and always will be to serve the TCU community first, we now factor in whether a proposed story might have a broader impact or might help us tell a more expansive tale about how the type of ethical leadership that flourishes here and makes the world a better place.
My opinion is that these campaigns have worked because they’re a perfect merger of marketing and communication. We’re doing what magazine writers and editors have always done—telling authentic stories about real people doing purpose-driven work.
What’s not to like?
