Folio: Show: Know Your Mission, Know Your Audience
Know your mission statement and know your audience, said Debbie Bates-Schrott, president of Bates Creative Group, Monday when discussing how to match great edit with great design during the opening session of the Folio: Show Production and Design track.
It was a message repeated more than once throughout three days of sessions at the Folio: Show, raising the issue as to how many of us in the publishing industry really knows the mission statement of our magazines and who our audience is? How many can say, I know this is who we are and this is who reads us weekly, monthly, daily? My guess is not many.
Even the most simple of mission statements can become muddled as we search for news and information to fill our pages, our Web sites, our blogs. And the same is true for the audience that we strive to reach. So maybe itâ€™s time we all reread are missions and take a closer look at our subscription lists, at least that what Bates-Schrott would recommend.
Aside from mission statements and audience engagement, the Folio: Show Production and Design track was filled with information about working with and selecting a printer, how to lower manufacturing costs, and how to improve your magazine right now. All of these sessions will be available Monday at www.folioshow.com/presentations for downloading.
In the meantime, here are eight tips (abbreviated) on â€śImproving Your Magazine Right Nowâ€ť offered by Jandos Rothstein, design director of Governing magazine and assistant professor at George Mason University.
1.) Simplify. Some magazines clutter pages with non-communicative elements - boxes, rules, frames and decorative standing art. Good design â€śsellsâ€ť rather than distracts from images and words.