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Texas Co-op Power Digital Bridge To Offer Local Content Online

February 2, 2017

Since 1944, Texas Co-op Power has delivered the best of energy news and stories on Texas culture to electric cooperative members. Today, digital media present an opportunity to reach beyond the million-plus readers who receive co-ops' local print publication in their mailboxes.

"The magazine, as it is, is a very cost-effective and efficient vehicle, but it doesn't reach everybody," said Mike Williams, Texas Electric Cooperatives president and CEO. "We've had some conversations about how we move into the digital world. We think the smart play right now is not doing away with what's on paper but building a 'Digital Bridge.' "

Beginning with the February issue, the Digital Bridge will display local pages content from the print magazine on TexasCoopPower.com. Website visitors also can see their local version of the website by selecting a co-op in their profile or by using the new My Co-op tab in the main navigation bar.

"This allows co-ops to ease into digital communication without stepping away from [the print version of] Texas Co-op Power," said Martin Bevins, TEC vice president of Communications & Member Services, who emphasized that the fee-based digital content is not a replacement for the print product.

A pilot project underway with three co-ops will help to develop additional components, including customized articles for each co-op and a branded version of the monthly Texas Co-op Power e-newsletter featuring local content.