Electra Strategically Repositioned

 

The CIGRE Administrative Council in August 2018 approved migration from hardcopy to a digital Electra starting in 2019, first as PDF version seen today via e-CIGRE, then migrating by 2020 to a full digital platform. This approach will produce very significant savings annually for print and delivery costs, plus the added decarbonisation benefits saving nearly 5 million pages of hardcopy delivered.

 

For nearly 100 years, CIGRE has directly facilitated global electricity technical collaboration, and is uniquely positioned to reach broader audiences with a renewed Electra to match CIGRE's broader scope and modern practices. Electra has been a signature publication for CIGRE and the electricity industry for many years and is well positioned to grow while staying true to our members' experience.

 

However, print journals and magazines such as Electra have waned in advertising revenues over the years. Electra revenues have declined in the last five years and are no longer significantly contributing to the expenses to staff, print and deliver the hard copy

 

Electra will now be re-positioned in scope and design for the digital age with a hybrid member/subscription/sponsor business model. Benefits include broader audiences to encourage the CIGRE brand and new membership growth, retention of current members, and improved member services. Electra will retain its signature publication with scheduled editions as today. Newsletters in between publication dates will augment and promote the new Electra.

 

The hybrid approach for Electra's renewal, to improve member communication delivery through digital means, provides opportunity for a broader audience to subscribe separately for a fee to Electra, and provides opportunity for commercial sponsors to augment with limited advertising as done today in Electra.

 

Ultimately, Electra can be envisioned as an e-publication and portal into CIGRE for a broader audience, and a convenient vehicle for modern delivery of articles, technical summaries, and event communications responsive to tablets and smart phones. Members will continue to enjoy their same access experience with e-CIGRE and other facets of CIGRE.org without advertising burdens.