Jobson's 'Vision Monday' relaunches site

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The recent launch of the revamped Web site for Jobson Medical Information's Vision Monday went beyond the ordinary with a novel set of on- and offline promotions to introduce readers and site users to the changes. Like many online initiatives, the latest version of was launched in beta form about a month before its official debut. An unusual part of the debut was the way users were proactively introduced to the new site while the older one was still up and operating.

Bill Scott, VP-group publisher at Jobson's Retail Optical Group, explained: "We had a live beta version behind an animated peel-back, and we invited the users to try it out." Then, when the user went to close out of the beta to return to the original site, a questionnaire box popped up to survey the user, so that last-minute tweaks could be made.

"You're never completely out of beta. You are always making changes," Scott said. "But in our minds we were 96% done, so we went live officially in the beginning of November."

Another unusual promotion was the eight-page insert introducing the new Web site that ran in the October and November print issues of Vision Monday.

Marge Axelrad, senior VP-editorial director at Jobson Optical Group, said the new site was so different the company treated it as a launch. "There's a whole new structure and many new features," she said.

The print supplement highlights such enhancements as Vision Monday Web TV, a video channel that's an industry first, Axelrad said, as well as photo galleries, slide shows, at-a-glance industry statistics and exclusive online features.

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