Jennifer Goldberg - Web Editor, Best Health
3/11/2010
By Sarah Hetland
Jennifer Goldberg understands the importance of interacting with readers and there’s no better way to do that than online. With her recent promotion to Web editor of Best Health, a Canadian health magazine targeting women, her goals are clear.
“I’d love to make the online content even better and more original, to take it in a direction that really reflects the tone and mandate of the magazine,” she said. “I’d really love to grow our [online and social networking] community and our conversation with [them]. And to incorporate more of what the community is saying in our content.”
One way she wants to do that is by utilizing social networking sites and tools.
“We’ve already started with our Facebook, we’re having conversations and we’re posting questions, and we’re doing that on our Twitter as well,” she explained. “We [also] try to respond if people have questions when they comment on the Web site.”
She feels it’s the best way to learn what the readers really care about and get tips for future stories.
“Some of our ideas come from our community. We want to know what health advice our readers are offering, what’s the best health advice that you’ve gotten.” she said. “That’s always in the back of my mind when I’m thinking of the stories I want to plan, what do our readers want to talk about?”
Goldberg first developed her interest in online journalism after college while working for Chatelaine, a Canadian women’s magazine. She was a researcher there, but also contributed to their Web site.
“I saw that it was like this uncharted frontier,” she said. “I really liked the idea of writing and producing content for an online audience, to see how that was different. And maybe further reaching than what I could do in print.”
She saw plenty of interest and opportunity out there but no real understanding of what the Web could do for a magazine.
Her desire to learn more about how the Web works in conjunction with a print publication is what brought her to The Mississauga News as a reporter and editor in 2007, as the publication was really developing its online opportunities. She later continued building her online experience as an editor and producer for CAA Magazine, before joining Best Health in August 2009 as the associate Web editor.
Best Health, along with its Web site, originally launched in 2008. Goldberg said she was very excited about the direction they were going online when she first heard about them. They were putting a lot emphasis on the Web which she wasn’t seeing elsewhere.
“I think that some magazines still see the Web site as an afterthought,” she said. “And what drew me to Best Health’s Web site was that it was really integrated with the magazine and was really valued as an equal property. Reader’s Digest really promotes itself as a multi-platform brand.”
When it comes to the magazine’s online presence, she said, it’s always “top of mind” for the publisher, advertising teams and editor in chief. Several mentions are included in the print edition on how to get readers more involved with the online community.
“The Web site is kind of an entity unto itself in that it doesn’t exist merely as another arm of the print publication. It’s a Web property with value in and of itself that sort of extends the experience of Best Health overall,” she said.
Another goal for Goldberg is emphasizing quality and newsworthy information. She values the coverage in the print edition and wants that same excellence online.
For example, she dislikes seeing an interesting headline online that grabs her attention, but opening the story and discovering no useful information. There’s nothing beyond the headline.
“I want to avoid that at all costs. [I want] to write stories that are worthwhile to our readers,” she said. “While I want my headline and stories to have clickability, I’m also really against the idea of alarmist reporting. It’s really important to me that we don’t just report a snazzy headline based on a study that was just released today. Studies are always changing.”
Goldberg also values the importance of thoroughly researching studies and presenting balanced reporting that includes all sides.
She gave an example with weight loss coverage.
“Our philosophy is that [it’s] an important subject to cover…but it’s really important to balance that with the idea of healthy eating and healthy diets. Not just subscribing to these fad diets, or to these instant ‘lose 10 pounds in three days’ types of ideas,” she said.
Pitching Tips
Goldberg is looking for ideas about women’s health, nutrition and fitness, both on physical and spiritual level. Keep in mind that Best Health is a national magazine and she will not look at ideas that don’t pertain to the Canadian audience or aren’t at least accessible to them. If you pitch an item that’s new in the United States, it’s OK to send that over, but only if it’s available to her audience as well.
She doesn’t want pitches that just state “Here’s something new” or “Here’s a product”, and never give a reason why it’s useful or what the story is.
“If you can show me a story idea that fits in with the Web site, those are the ones I’m going to read first,” she said. “The ones that give me an idea of how I’m going to use whatever it is that they are pitching.”
She is also looking for easy access to sources and experts that she will be able to talk to right away.
“I’m looking for statistics and real, hardcore facts from healthcare professionals to back up a statement,” she said.
One way to really grab her attention, she said, is by providing usable images.
“If more PR people sent me ideas for ways that I can incorporate images, those are the pitches that float to the top for sure,” she emphasized.
Goldberg prefers to be contacted via e-mail and stated clearly, “No phone calls please.” One of her biggest pet peeves is constant phone call
follow-ups. This method does not work for her.