How to use expert analysis to boost audience engagement with Michael Jones

In this episode of The Craft, Shorthand’s Rachel Westbury chats with Michael Jones, Publications Editor at The University of Queensland (UQ). 

Michael shares how UQ’s alumni and community magazine Contact  leveraged expert analysis to boost audience engagement.

As Michael says, “Our audiences are looking for trusted sources — so why shouldn't the community come to a university to get those expert analyses on the big topics facing society? Universities are the epitome of a trusted organisation with so many experts on hand.”

Listen as Michael and Rachel discuss the content strategy that saw Contact Magazine’s reader engagement soar, the shift from print to digital journalism, and the importance of following your career passions.

Guest-at-a-Glance

• Name: Michael Jones
• What they do: He’s the Publications Editor at The University of Queensland
• Company: Contact Magazine at The University of Queensland
• Noteworthy: He has over 17 years of experience as a journalist and an editor in daily newspapers and in the higher education industry. While working for newspapers, Michael specialised in newspaper page layouts and later focused on editorial design in magazines.
• Where to find Michael: LinkedIn | Design portfolio