1. A new way of publishing (I)
Maria-Luz SEOANE

2. 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

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

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

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

6. 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

7. 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

8. 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

9. 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 !!

10. 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 (

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

12. 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
copies in Spanish (previous versions: – )
2 000 copies in English
Annual: published for more than 35 years, modernized in 2004
Marketing purposes !

14. INE figures
Clear identification of the LABEL
Clear TOPIC

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

16. 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, euro)
PDF

17. 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

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

19. 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

20. 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

21. 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)

22. 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 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

23. Some results
Print runs
Free PDF

24. A new way of publishing (II)
Challenges
Maria-Luz SEOANE

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

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

27. Opportunities (?) short and easy...
WIKI

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

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

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

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

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

33. 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

34. Opportunities (?) short and easy...
Italy

35. Opportunities (?) 140 characters or less

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

37. 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.

38. 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.

39. 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.

40. 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

41. 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.

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

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

44. Thanks for your attention