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LETTER FROM THE EDITOR


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SOCIAL MEDIA LINEUP GIVES FANS PREMIER ACCESS When Josh Ellis arrived at U.S. Figure Skating last fall as the new coordinator of web con-


tent, my goal was to have him help me extend SKATING magazine’s reach online. Under his direction, we proceeded to launch skatingmagazineblog.com around the 2011 Hilton HHonors Skate America in late October. I’m excited to report that we are nearing 100,000 hits and that SKATING magazine is enjoying unprecedented exposure to fans worldwide. The blog has proven to be a great vehicle to promote upcoming events, give fans timely


information from our major competitions, deliver electronic event programs to national and inter- national audiences and, of course, to help promote SKATING magazine and U.S. Figure Skating.   releases and news stories about them running in a “tag cloud” down the right side of the home page. The blog has also been nicely tied to what is being featured on icenetwork.com. One recent example, the blog jointly promoted a photo gallery on the newly parted pairs team of Amanda Evora and Mark Ladwig on icenetwork.com, along with one of its own photo galleries on the 2010 Olympic pairs team. The blog’s biggest spikes in viewership occurred with the unveiling of the March cover fea-


turing the U.S. champions, as well as the exclusive story from Jeremy Abbott’s sister, Gwen, titled “Four Minutes,” which gave her personal account of a family medical emergency that took place during Abbott’s free skate at the U.S. Championships in San Jose, Calif.   and Skate America. A look back at Michelle Kwan’s stellar career also was well-received, with trivia questions about the legend as well as each of her seven SKATING magazine covers fea- tured one at a time throughout the day. I encourage you to regularly check out the blog for its diverse content and to keep up to


   various social media channels. One current promotion involves getting 25,000 “Likes” on Facebook and 15,000 followers


on Twitter. “As a thank-you, once we reach 40,000 combined followers on our social media platforms,


U.S. Figure Skating will post an offer for a limited-time 25-percent-off coupon code to the U.S. Figure Skating online store,” Ellis said. On the Facebook page, news and discussion topics are regularly posted and fans are invited to post their comments and show their appreciation of something by clicking “Like.” With Twitter, there are more frequent updates on the news of the day and further discussion topics in which the best responses are retweeted. “If you follow us on Facebook and Twitter, you’re sure to be in tune with what is going on,”


Ellis said. You’ll also be in the know when it comes to winning contests and bidding on auction items.


Through Facebook and Twitter, fans can secure things such as autographed pictures of our former and current skating greats, as well as U.S. Figure Skating merchandise. Pinterest, an online bulletin board, is new to U.S. Figure Skating’s social media lineup. We


  2012 U.S. champions and Olympic champions and links to digital editions of SKATING. Pinterest is not located right now in the so- cial media menu of U.S. Figure Skating’s home page, but can be found at http://pinterest.  We hope to continue tailoring our content


 best serve our devoted fans. Please take a minute and e-mail your comments, suggestions and criticisms to make this experience the best 


U.S. FIGURE SKATING Licensees


U.S. FIGURE SKATING Suppliers


4 MAY 2012


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