'Scientific' broadens outreach

NEW YORK: To be more accessible to a general audience interested in science, Scientific American is reaching out to readers through a redesigned Web site and media relations efforts.

NEW YORK: To be more accessible to a general audience interested in science, Scientific American is reaching out to readers through a redesigned Web site and media relations efforts.

SciAm.com, which launched November 15, now includes features like article commenting, daily videos, and podcasts, as well as Clash, an online section where science-related issues from pop culture are discussed among experts, editors, and readers.

Scientific American began working with Trylon SMR for media outreach help in June, due to the extent of the changes being made across the franchise. In addition to the new sections and offerings online, a magazine redesign was introduced in July. There are also plans for a conference business to begin with a renewable energy event in May 2008.

In addition, the publication's editor-in-chief, John Rennie, has made broadcast appearances on NPR, Good Morning America, and other programs.

"We funded a study earlier this year about the science-interested public and we determined there are tens of millions of these people," said Bruce Brandfon, publisher of the title. "Not all of them are vitally interested in quantum physics, but want to know about energy, the aging of parents, the technology behind their cell phone, [and more]."

By engaging a wider audience, the organization hopes to show that scientific issues have both personal and policy relevance.

"We want people to understand that no matter your position, if you make the effort to understand, it will make you a better citizen," added Brandfon.

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