Coming in 2009 – The New Look of the APA Web Site

The internet is like a living, breathing sea of information with all of us afloat and fishing for the right bit of knowledge.  In this mass of information, Web publishers must continually monitor and improve their portals to make them as user friendly and accessible as possible.

With over 85,000 content pages, multiple designs, navigation schemes, and an outdated search function, the APA Web site was due for an overhaul.  After a year of intensive, behind-the-scenes work, a new APA Web site will launch in early 2009.

What to expect from the new look of the APA Web site:

• A new search engine with a bit of intelligence: For the new Web site, it was important for all inquires to return deeper, richer results to the user. The new search engine will not only give you reference materials but also articles from magazines and journals, related books, videos, and news relevant to your search.  The search engine will return search results that will encompass the full scope of APA content.

• A new look and feel: The user will be drawn in through the use of color, type treatments, photography, and illustration to create a pleasing experience. The new site presents a friendlier face with a well–thought-out color scheme.

• Consistent navigation across all content areas: The user will now be able to find what they’re looking for quickly and easily for an enhanced browsing experience and increased advertising response.

Just as content evolves on the Web, so does the use of advertising tools. Our marketing team has long struggled with a limited amount of ad inventory and would often run out of availability for the larger ad size. For marketers, new Interactive Advertising Bureau (IAB) standard ad sizes will better enable you to send a full message to the APA audience. The four new ad sizes will replace the 468 x 60 banner and 120 x 60 button. The new sizes coming in 2009 will be as follows:

• 120 x 240 Vertical Banner: Our new smallest size is 400% bigger than the old 120 x 60 giving you more room for messages and graphics. The great news is that pricing will be exactly the same as the old button. We realize that in this economy budgets are tight, but the work of advertising must still get done. So we have made sure every one can participate by keeping the cost down.

• 250 x 250 Square Banner: This size replaces the 468x 60 banner and is 223% bigger  but will only have a modest 5% increase in price over the old size. With the redesign we anticipate double the amount of advertising inventory to service your needs. We project that our current 5 million monthly impressions will easily grow to over 10 million.

• 240 x 400 Vertical rectangle: Here is a popular size that will be new to the APA Web site. With the amount of content delivered on results pages and in articles it is often necessary to scroll down to see results. This tall vertical ad will help bridge the gap and deliver your message even during scrolling.

• 160 x 600  Wide Skyscraper: Even bigger still for those marketers who want to make a big splash -- the Wide Skyscraper is for you.  This size is very popular on Web sites throughout the world but has not been available at APA.org until now. There will be some limited availability as this will be used largely on landing pages for major topics (but everyone who needs this size can be accommodated).  

  For those of you attending the APA annual convention in Boston August 14 – 17, stop by booth 1032. We have set up a special preview site that will demonstrate the new APA Web site. We welcome your comments, so look for the launch of the new APA Web site in first quarter 2009.