One of the great benefits of legacy publishers over digital nouveaus is their access to years of evergreen properties. These are content that can get new life, which if resurfaced or repurposed can earn more than how much it used to generate during its very first publish.
Take for example the City of Thunder Bay. According to Sandi Krasowski of The Chronicle Journal, the city created an Archive Flickr project that has upwards of 800 photographs spread out over 70 albums, and is updated monthly.
Christine Wakefield, the records analyst and archivist with the City of Thunder Bay Archives, says the program was created to make the collection more accessible to the public. Since its inception in November 2012, the Thunder Bay Archive Flickr project has seen more than 890,000 visits, making city archivists very happy. That’s amazing, isn’t it? Read Sandra’s full article here.
Run a self-check: Do you have old issues that can be republished? Are you incurring opportunity losses by NOT repackaging them into digital archives? Get inspired by how the City of Thunder Bay are boosting traffic from pushing out their old-but-relevant content!