The NCAA membership services staff is conducting a pilot program that features information delivery in an online "video magazine" format.

The pilot will begin later this month with delivery to Division I compliance coordinators. Three monthly issues are scheduled for the pilot. The video magazines are designed to provide information in a more appealing format than typical methods of delivery (e-mail, hard-copy). The "Vmags" contain an introduction from Kevin Lennon, NCAA vice-president for membership services, timely legislative updates, recent interpretations, a section on technology in compliance and a "spotlight on staff."

Program administrators say if successful, this method of delivery could be used to reach CEOs, student-athletes, coaches and other key constituents as well.

Each "Vmag" is about 10 minutes in length and includes links on demand to more extensive information and other relevant resources. Delivery consists of compliance officers being notified through an e-mail containing a hyperlink to install the Vmag connection software onto their computers. After following a simple installation process, the interactive digital magazine is downloaded in the background to the recipient's PC. The Vmag itself is not delivered through e-mail or a Web browser. That way, the viewer can read the content at his or her convenience.

"This format balances the demands on our members' time with their inherent need to know," said Lennon. "We're excited about the potential to make relevant information clearer, more compelling and more timely."

Lennon said there is no "appointment viewing" like television or videoconferencing. "You can click on the Vmag Library icon on your desktop later in the day and miss nothing," he said. And unlike streaming video, he said, users are able to view the issue again on or offline from their Vmag library.

The system allows membership services to dynamically manage content in a real-time and cost-effective manner.

The Vmags are being provided through NEWgame Communications, a company based in Charlotte, North Carolina. NEWgame co-founder Kathleen Hessert has provided communication consulting and training to the collegiate, Olympic and professional sports communities for two decades through her other company, Sports Media Challenge.

Compliance officers will be surveyed, probably with the second or third issue of the Vmag, on whether the system is an effective information delivery tool.