second publication with a paid subscription.
“We conducted additional surveys and
focus groups to gather member feedback,
and then did a mock-up of the idea and
put it out to a lot of people,” Koralek says.
“As a result of the feedback, we changed a
lot from where we started. We got even
simpler, and we became more careful with
our photo selections.”
Teaching Young Children (TYC) debuted
in the fall of 2007, and by the fall of 2008,
NAEYC was offering it as a membership
benefit option (see sidebar, “Selling
Subscriptions to Members”). Today, circulation has grown to about 30,000.
About 30 percent of NAEYC members
are choosing the publication as their
member benefit option and another 10
percent are adding it as a paid subscription. In short, TYC has been a tremendous
success. So successful in fact, that TYC is
now available in a Spanish version titled
Tesoros y Colores, which translates to
“Treasures and Colors.”
“NAEYC is very dedicated to the professional development of those in our
field,” Koralek says. “By offering YC and
TYC, we were confident that the members’ needs were being met in the most
comprehensive way possible.”
YC is published six times per year and
TYC is produced five times per year.
Regardless of which publication they
select as a member benefit, all members
can access the digital version of YC (pro-
vided by Nxtbook), which goes up on the
association’s website the same time the
journal is printed.
“You’d think that members would find
Young Children too long to read online, but
they like to be able to forward articles on
to others,” Koralek says. “And yet, our
research shows that members also still like
to hold it in their hands and read it a little
bit at a time.”
The editorial team is always asking: Can we present more of this visually
than through text?
A PICTURE REPLACES A
The new magazine is still research-based
but it employs tight, website-style writing.
“It’s not watered down,” says Koralek.
“There’s some really good content
there—just not so much of it.”
In fact, TYC’s design (the new magazine
was designed by Bussolati) incorporates
much larger photographs and illustrations, and the editorial team is always asking: Can we present more of this visually
than through text? Koralek says that TYC
rarely uses stock photography because the
association has a huge photo library provided by professionals in the field.
“It just makes sense to present the content this way when you consider that the
teachers are probably trying to digest snip-
WE REALIZED THE
REACHING OUT NOT
ONLY TO NEW MEMBERS,
BUT ALSO TO THE NEXT
MEMBERS COMING UP.