If you’ve somehow not heard of the company and its one-for-one mission, here it is: for every pair of shoes TOMS sells, it gives away one pair to a needy child. (“TOMS” comes from “Shoes for Tomorrow.”)

The company’s founder, Blake Mycoskie, has become quite the celebrity in certain circles and has collaborated with everyone from Bill Clinton to Charlize Theron to Digg founder Kevin Rose. And the company recently earned the Secretary of State’s 2009 Award for Corporate Excellence, which Secretary Hillary Rodham Clinton personally presented to Blake.

I got the inside scoop on TOMS when I profiled McCombs alum Melissa Chu for our Texas magazine article “Profit with a Purpose.”

Melissa is an intelligent, quirky soul who had tried nonprofit work but was frustrated at seeing good ideas fail to get off the ground because they weren’t backed up by solid business thinking. She thinks social enterprise ventures like TOMS are a better approach because balancing profit with doing good is a much more sustainable business model.

One of the perks of being a TOMS employee (in addition to 6 free pairs of shoes each year!) is participating in a shoe drop – the trips where volunteers travel to rural villages to distribute the shoes to children—many of whom have never owned a pair of shoes.

Melissa traveled to Argentina in December for a shoe drop and was nice enough to share some of her photos with us. Looking at the children’s grins—and their living conditions—gives a whole new context to the excitement of getting a new pair of shoes.

(To see captions, click the Full Screen button in the bottom right and then click Show Info.)

Business school? Isn’t that where they study boring things like derivatives and fair-value accounting? What does a global health emergency have to do with business school?

Well, one of the discoveries I’ve been pleased to make since joining the McCombs team is that the business world (and business school) is teeming with juicy stories and fascinating people. And that business research and thinking touch all corners of society. This story is a prime example of that.

Paul Damien is a McCombs professor and statistician, and it’s his research I wrote about for this story. He’s working with faculty in Natural Sciences to study what factors affect the spread of H1N1 and to create mathematical models that predict infection rates. That information can then be used by health organizations in their outreach and education efforts and by schools and other organizations to determine when, if ever, it’s necessary to close down. And hopefully those efforts will prevent more people from getting sick or dying.

Damien is a great interview because he knows how to talk about his research in an accessible way, and he speaks eloquently about the importance of business knowledge and applications:

“Indeed any body of human knowledge has a business impact if you think about it. We use the word ‘business’ somewhat myopically at times. But business really means the buying and selling of goods and services. And what more valuable thing than the human body? And any research having to do with that is going to benefit business and the consumer.”

He further explains business school is about more than just training managers:

“When you think of business schools as a rule, the first thing that pops into most people’s minds is management. And then you think of accounting and finance, and then maybe economics, but then in stops, which is surprising because a major component is in analytics and quantitative analysis. A lot of my colleagues are involved in projects that aren’t necessarily business related. But they have business implications long term.

“So when you’asking what are the business implications for the H1N1, then clearly one answer is the pharmaceutical companies – how much of the vaccines should they produce. One interesting thing that came up from a business point of view was until about a month ago it was believed you needed two doses of the vaccine spread over a three week span for it to be effective. What is the business implication of that? It means you have to produce different batches of these things. The cost models, the revenue streams. But now they’ve actually realized that one dose is sufficient. So immediately that gets translated to the pharmaceuticals because that means their production processes can be better monetized because they don’t have to worry about coming up with two levels of doses. So right away the pharmaceutical companies become much more efficient models of operation, which in turn translates to better revenue for companies, and overall the consumer benefits in the long run when companies operate more efficiently, and that’s a proven fact.”

And as for the Swine Flu vs. H1N1 debate, while swine flu has a certain playfulness (One of the concepts our cover illustrator sent us was a strangely adorable pig lurking behind a chalkboard), we decided to follow the CDC’s guidelines and use H1N1 (except on the cover teaser – we couldn’t resist the “Solving Swine Flu” alliteration)

Plus, the pigs are probably ready to have their reputation back.

But the fun doesn’t stop there. Thanks to this phenomenon called the Internet (I think it’s gonna be big), I also oversee the publication of our magazine online. Since it’s nearly all the same content and we’ve already completed the editing and proofreading, it should be no sweat to get the thing online, right?

Wrong. Not having a web team devoted solely to the magazine, it was always a scramble. But for our most recent issue, we changed gears and used the WordPress blogging platform to host and publish the magazine.

I’m happy to say we’re thrilled with the result. I know a lot of print magazine editors are struggling with how to publish online, so I decided to chronicle our process here. This isn’t meant to be an all-encompassing explanation of WordPress-hosted magazines, but simply a case study of our experience. Hopefully it’s helpful to others facing similar issues.

Where We Started

First, a look at how our magazine Web presence has evolved:

1998 – No images, single column of text

1999 – Thumbnail images, departments sidebar

2006 – Larger images, all content on front page

These sites were perfectly fine, and could even be considered somewhat advanced, given that many university magazines aren’t online at all or only exist on the web in PDF format. But there were key factors that just weren’t working.

Old Model

Dependent on web team
I’m not a web person, so our web team had to do all the work to create static html pages. But since they weren’t familiar with each issue’s content, I had to do extra work to specify what I wanted for every aspect of every page: urls, tagging, keywords, descriptions, title tags, photo selection, etc. Also, the magazine site was not a priority for them, so the whole process lacked a certain enthusiasm on both sides.

Time-intensive
All of that coding and creation of pages was tedious work, and it had to happen twice a year. Then, once the pages were up, I had to go in and proofread everything all over again. Going back and forth with a web designer over every typo, broken link, forgotten title tag or awkward formatting was a massive time-suck.

Little connection to print version, not very visual
The old version didn’t feel like an online magazine, and, except for a small image of our flag at the top of the page, didn’t feel like our magazine.

Lack of flexibility
Because it was such a laborious process, once the magazine was up, we just left it alone. No one bothered to think about ways to update it more regularly, because it just didn’t seem like a good use of time.

No reader engagement
Did you love or hate that article? Do you have some insight that might shed more light on the topic? Too bad, keep it to yourself. Our old model had no way for users to leave instant feedback and comments.

New Model

Using WordPress to host our magazine content radically changed both the publishing process and the final product.

2009 – Large images, modules highlighting each department, multimedia elements

We’re in control
Uploading content to a WordPress blog requires very little technical know-how. Because it creates pages for me, I was able to upload all the content myself and in a more timely manner. And the web team got to be free of a project they didn’t want. 

Very visual, more magaziney
We chose the Branford template, which was designed specifically for online magazines. Big images, customizable accent colors and a sidebar to serve as the table of contents. Now it looks like a magazine and the overall impression is more closely connected to the look and feel of the print version.

Easy updates and search engine optimization
We only publish the print version twice a year, but we’d like the online magazine to include more dynamic content. With the WordPress platform acting as a CMS, it’s a snap to post new content or make adjustments to existing articles.

And the WordPress SEO tools help our articles turn up higher in search results. Search engines have accounted for more than a quarter of our site visits, and readers have found us using more than 800 different keywords. Hello, new audience!

Built-in templates, tools and and add-ons
Because there are thousands of WordPress templates–also called themes–available (many for free, including the one we used), you can create a snazzy site without starting from scratch. And if you think of a feature you want, either on the back end (like spam protection) or the front end (like a tag cloud), there’s probably a simple plug-in you can install to make it happen. Reinvention of the wheel not necessary.

Interactive
The built-in commenting feature makes it easy for readers to respond to content. Ok, so we’ve only had seven comments so far, but that’s seven more than we’ve ever had before!

So that takes care of some of the strategy and explanation of why we used WordPress. Now how on earth does it work, and what if I don’t know anything about technology? Read Part II, where I answer some FAQs about skill level, time, cost and other factors. It’s also got a list of other online magazines using WordPress and some links to help find a theme for your WordPress magazine.