Editors vs. Art Directors

I have been either lucky or blessed when it comes to art directors because none of mine have been what you would call a “diva.”

Freak, yes. Diva, no.

Let me first say that editors and their magazines would be nothing—nothing!—without their art directors. Every time my art director Catherine delivers me a new layout for Southern Breeze, it feels like unwrapping a gift on Christmas morning. And the same is true for my past art directors: Ellie, Tony, Jonathan, Myra, John, Bob, Carrie et al. All of them artistic geniuses, all of them lifesavers, and all of them know one truth to be self-evident: the editor is always right.

Some describe the editor-A.D. relationship like a partnership. I agree, but the editor is the SENIOR partner. Others describe it as a marriage. That, too, is accurate … and the art director is always the wife! (Yeah, I went there.)

If you didn’t know better you’d think that I had nothing but disdain for art directors. Nothing could be further from the truth. But the editor has final say. Period. The editor knows the audience or the industry the magazine caters to. And while the A.D. may want to create a counterbalanced, flowing, multi-spread amalgamation for the article on crescent wrenches, it just ain’t gonna work. Stephen Sondheim once wrote that “work we do for others; art we do for ourselves.” Make it pretty, art directors, but make it realistic.

Granted, there are difficult editors who might ask for 12 designs of the same sidebar or make a font cursive. Editors can be unreasonable, demanding, and it’s not unusual to find an editor who simply has terrible taste. One editor-type I know loved graphics on the covers of his b-to-b, but not good graphics. We’re talking flow charts! Yuk! And the poor art director had to comply even though he knew it looked lousy. (And it did; I saw it!)

But like any good relationship, the one editors have with art directors should make life easier, not a daily battle of wills. If your art director is causing your hair to fall out or keeping you up at night, you can easily remedy the situation by showing him the door. Nobody is that artistically gifted.

On the other hand, you show me an art director with too much power and I’ll show you a weak, ineffectual editor who has no business being at the top of the masthead. Powerful art directors are intrinsically responsible for redesign after elaborate redesign that typically signals the last throes of a magazine’s existence.

However, like any marriage, the art director/editor union needs constant work. I find that one of equal respect—of talent as well as boundaries—has worked best for me. But then again, never underestimate the power of busting chops.

Tony, the art director I’ve worked with the longest, would always consider my ideas on, say, cover line font colors to complement a cover image. But I would always defer to him when it came time to pick appropriate art, mapping out the magazine, and pretty much everything else. We also had a mutually antagonizing working relationship—while I insisted on imitating him with a Marlon Brando impression, he would find the most flowery verbiage in one of my pieces, print it out in 40-point type, and hang it up in the art department as if it were a warning for me to not get too carried away.

It was a nice serving of humble pie, which is something all editors need now and then.

My next post will feature feedback from some art director types. This oughta be interesting ...

COMMENTS/DISCUSS: 37

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Editors vs. Art Directors

Submitted by Anonymous on Thu, 02/28/2008 - 15:40.

As a b-to-b art director for 14 years, I've found it to be more of an us-verus-them relationship: the Editor and A.D. vs. the Publisher! The Publisher will sell any inch of cover real estate that he/she can. Bring on the barn-doors, french-doors, gate folds and swipes!

True!

Submitted by Jen A. Miller on Mon, 03/03/2008 - 08:05.

So true. When I butted heads with my art director, I reminded him of this, albeit in a very nice way. And he always left the final call up to me.

bad editors

Submitted by Anonymous on Mon, 03/03/2008 - 11:00.

I have worked with a few bad editors. The relationship between an editor and an A.D. requires mutual respect and the two need to see things eye-to-eye. Bad editors can never keep good art directors, then they wonder why their magazine looks like . . . . crap. I am fortunate that my editor and I have a very good and respectful relationship.

Limits

Submitted by Anonymous on Mon, 03/03/2008 - 12:00.

For a Editor/Art Director relationship to work well, each must acknowledge the limits of their professional expertise -- and for many, this is extremely hard to do. When one (or the other) begins to believe that they are the all-knowing expert on everything, the final product inevitably suffers.

Make it Pretty?

Submitted by Anonymous on Mon, 03/03/2008 - 12:05.

I've encountered and strongly resent the "Make it pretty" attitude ... very un-enlightened, and from some angles a bit demeaning. A truly competent AD understands as well as the editor "the audience or the industry the magazine caters to" and is equally responsible for championing the brand and the editorial purpose. Am I a diva? Perhaps. But, more importantly, I am a journalist, a story teller and a visual communicator.

A Working Hell

Submitted by Anonymous on Mon, 03/03/2008 - 12:29.

Art directors are rarely given the credit they deserve. It's often ironic that a visually driven magazine will often be cited as a success because of the editor, when the art director is actually making all the choices. This really started in the 80s, after very powerful art directors worked for Esquire, Look, Harper's, etc., seemed to lose their power. Computers, as much as a godsend also made art directors production artists, retouchers and typographers. While art directors were busy learning Quark and Photoshop, editors went about the job of editing. In the end, it is a mix, a marriage, and a relationship. "Nobody is that artistically gifted." I can only imagine working for this guy must be hell.

Excuse me?

Submitted by Anonymous on Mon, 03/03/2008 - 19:22.

Editors who consider art directors freaks, divas and a "wife" put into the office to do their bidding are frankly toxic....they reduce the A/D position to that of a mouse monkey. We don't tend to come in to editorial and torture you for hours about your grammar, why come in to the art dept and torture us about color choices? didn't we go to art school? didn't you NOT? How bout you stick to the words and let us handle the pictures? And I'm sorry, is Southern Breeze a real magazine?

Editors vs. Art Directors

Submitted by PLH on Mon, 03/03/2008 - 21:46.

I've worked with some very gifted art directors over the years, and successful partnerships are always a collaboration. I still make sure my art director gets the credit she deserves. While I can make the editorial sing, she makes it come to life. And yes, she knows that in the end I'm the senior partner, but one who always values her contribution.

Communication

Submitted by Anonymous on Tue, 03/04/2008 - 06:27.

Q.: How many art directors does it take to change a light bulb? A.: Does it HAVE to be a lightbulb?? Bigger issue is effective communication. Many creatives have never been supervisors. I've had art directors assume the managing editor is their communication conduit, rather than tackle a problem directly and professionally. I've also had sulkers--not an attractive thing in grown people. I've had to tell some who oughta know better that you can't send flaming email to people you're having issues with. That said, where we would we with out our creative people making us look better than we deserve??? Very fun when you have a good collaboration with a skilled designer.

Some of you should stick to art

Submitted by John on Tue, 03/04/2008 - 10:32.

It's a good thing some of you went to art school, because your reading comprehension abilities frighten me. The point of this blog is that art directors sometimes tend to get a little crazy with their magazines, and sometimes the editor has to reign them back in. The writer is speaking from personal experience, as I take it. These are magazines, not canvases ready to be hung in an art gallery, and no matter how much you adore Picasso, you have to make the magazine legible and accessible to the audience you're catering to. (Journalists are taught in 101 that the majority of their audience has an eighth-grade comprehension level - sad, but true.) But no, you "visual communicators" (pretentious much?)take a couple of lines out of context and decide to run with it. "Oh no, he didn't just say we're underlings!" You're right, he didn't. And yes, Southern Breeze is a real magazine, an award-winning one. (It actually one a Gold Medal at IRMA last year for, guess what, art.)Notice how the one asking that question neither gives his/her name nor the publication he/she works for. It's also a personal attack, a tell-tale sign of having no credible point.

Oops

Submitted by John on Tue, 03/04/2008 - 10:35.

And yes, I meant "won" the award. So sue me.

unprofessional

Submitted by anonymous on Tue, 03/04/2008 - 11:32.

Your decision to include the "wife" comment -- and then brag about that decision -- undermines the professionalism of your comments. Do your colleagues and readers in the South really find that acceptable? I'd prefer you don't speak for editors with that mindset. Journalism is a profession, but just having the title of editor doesn't make you a professional. Editors who take their position seriously adhere to a professional code of ethics. You would do well to learn what those ethics are and to consider a career change if you can't abide by them.

Dear John, just stick it

Submitted by Anonymous on Tue, 03/04/2008 - 11:55.

Hopefully you are NOT an editor with those tragic writing skills. One is not sure of your point, other than to point out that Southern Breeze has won an award, which is hardly a big deal. It probably won for art direction. There is no taking Mr. Newman's comments out of context. He is a pretentious, insecure bore, who cannot hide his disdain for talent. And you know, I looked at some Breeze covers and they were lovely, I don't recall a single compelling coverline.

I guess "Hooked on Phonics" didn't work for you

Submitted by John on Tue, 03/04/2008 - 12:33.

And I hope you're not an editor with those tragic reading skills. (By the way, you're one to talk about writing skills; "Hopefully you" is incorrect grammar, and what does "One is not sure of your point" mean anyway? Is "One" a person? Where's "Two"?) I actually wrote that it won an award for art, but you obviously just skimmed over that part. The point is, it won an award for art direction under Newman's editorship, which proves his respect for artists, and the mutual respect he and the artist had for each other to produce award-winning work (something he stated repeatedly in the blog - but you must have just skimmed over that part as well). Once again, you have no actual argument, so you resort to weak, personal, ineffectual attacks that prove nothing. Yes, I'm sure he is a bore. So boring, in fact, that you read the blog and got riled up enough to comment on it. I know that it's hard sometimes to come up with validity in these comments, put please try next time. By the way, if you're going to attack someone (i.e., me, Newman), at least have the integrity to put your name in the comment. It's the little box that says "Your name."

Lighten UP!

Submitted by Georgia on Tue, 03/04/2008 - 13:00.

I currently have the pleasure of working with "the bore" and i cannot help but laugh at some of the responses I have read. Let's get past the reading, writing and artistic skills here; some of you all need to get a sense of humor! Mark is the furthest thing from "a bore." He is very witty and charming and he has one of the best senses of humor I have ever seen. I know sometimes it is hard to read humor, but if you can manage to get the stick out of your derriere you can see his wit in his writing. Try to re-read the blog after you take the chip off of your shoulder and maybe you can get some enjoyment out of it. On another note, Mark constantly brags and appreciates the work of his Art Director. The magazine is a beautiful piece from cover to cover, both artistically and editorially. But like John said, most of us learn that the average reader mentatilty is that of an eighth grader, so i can see how it may not appeal to all, "anonymous".

A Word from the Blog Author

Submitted by Mark A. Newman on Tue, 03/04/2008 - 14:40.

Wow! I am really impressed that this struck a chord, although a dissonant one it may be. But I am also saddened by the virtual "bitch slapping" that editors and art directors are doing here. I think this indicates that there is a bigger divide between art and editorial than many people thought. The bottom line is that no matter who is in charge and who has final say, one would be nothing without the other. It's a TEAM first and foremost and that's the underlying truth that everyone needs to remember. It's also unfortunate that so many posters opted to remain anonymous so I can't respond or comment to them as I deem necessary. However, I will respond to the 6th poster who ended his/her post with "Working for this guy must be hell." Well, you tell me: When I was Editor of a non-profit magazine in Manhattan I bought my staff tickets to a Broadway show every Christmas. Also, one year around performance review time, I asked MY boss if I could forego a raise so that my staff could get bigger raises. Yeah, I'm hell to work for...you should be so lucky, anonymous poster!

Yes, I'm sure Southern Breeze isn't a real magazine

Submitted by Derek on Tue, 03/04/2008 - 20:31.

I'm also sure that a respected publication like Folio decided to have the editor of a fake magazine write a blog for them.

Disrespect

Submitted by S. Fox on Wed, 03/05/2008 - 12:41.

I've always considered Folio to be a respected publication, too. And I'll continue to respect it if it reconsiders allowing Newman to write a blog. This comment alone warrants that they pull the plug on it: "Others describe it as a marriage. That, too, is accurate … and the art director is always the wife! (Yeah, I went there.)" He may be proud of this kind of sexist comment, but Folio shouldn't "go there" with him.

Newman says: More to Come

Submitted by Mark A. Newman on Wed, 03/05/2008 - 14:22.

Hmmm, a sexist, a bore, a nightmare boss, unprofessional...wow, talk about getting your attention. I'm amazed at how the nattering nabobs of negativity are honing in on two or three snarky sentences rather than the overall message of the blog's intent that stated in no uncertain terms that MAGAZINES AND EDITORS WOULD BE NOTHING WITHOUT THEIR ART DIRECTORS. And yes, I know that all caps = shouting. The next edition of my blog will essentially be "the revenge of the art directors" where they will most definitely have their say.

TEAM WORK

Submitted by JMAR on Wed, 03/05/2008 - 23:45.

Yes, the Editors have the last say but I feel some Art Directors don't get the credit they deserve when it comes to a layout or design. I have worked with a few bad Editors who think they are the jack of all trades and think they can design and write. Leave the designing up to the Art Directors who are trained to do the job. Editors and Art Directors at the end of the day must be able to communicate and brainstorm ideas together as a TEAM.

JMAR Gets it!

Submitted by Mark A. Newman on Thu, 03/06/2008 - 09:01.

JMAR is exactly right!! And I have even seen instances when the Art Director DID know better than the editor when it comes to cover art. One incident comes to mind still pains me to this day because it involved a concept I came up with that my art director created (I was managing editor so I did not have final say). As a team, the a.d. and I were so convinced that this would be a stunning cover, we were totally crushed when the EIC instead chose a STOCK SHOT from a subscription image house rather than the masterpiece the a.d. created. In my mind, this showed a severe lack of vision on the EIC's part as well as an inability to--yes it's a tired expression--"think outside the box." What would've been a dramatic and poignant award-winning cover. And when I said the Editor is "always right" what I meant was the Editor has final say. This was a debilitating case of when the art director far exceeded the standards that this award-winning publication had already set. [PS: the magazine folded five months later and the a.d. and I are the only staffers still in the magazine biz.]

Egos

Submitted by John Scott on Thu, 03/06/2008 - 18:18.

OK I am an Art Director and I totally got what MN was saying... the Editor has final say (Not that they are always necessarily right). In publishing, that is just the way the ranking system is. I think all Editors and all Art Directors have big egos, whether or not they admit it. So, naturally there will always be clashes. However, it is the ones on both sides that know how to control their ego and not let it get in the way that are the most successful. It is a team effort and there must be mutual respect and a bit of humility. Otherwise, the product will suffer and it will be a miserable situation. Now do you want to be right or do you want to be happy? That's always gotten me through plenty of situations. BTW, I have worked with MN and it was one of the most enjoyable situations because of his sense of humor and his open-mindedness... which might not have come across to some people, obviously. LOL!

Both Sides Have Issues (snicker)

Submitted by Mr. McGinnis on Tue, 03/18/2008 - 13:17.

Just because someone is a good editor of the written word, a skilled writer and proofreader, does not mean they are good at editorial arrangement and editorial concepts. "Editorial," in the sense of periodicals, includes everything about a magazine. A magazine that has a staff that sees "editorial" and "art" as separate, opposing forces is a poor, poor magazine indeed. So, yeah... the majority of magazines, though their contributors may be highly skilled, are pretty crap. There is an art to putting a magazine together; someone who is skilled at cutting text and assigning articles is not necessarily the best at accomplishing a brilliantly conceived and arranged magazine. Conversely, someone who is good at "making it look pretty" may not have the best interests of the editorial whole in mind, and is therefore useless. To be a great magazine the art director and editor must have equal power - but only of course, if they are completely on the same page. If not, the solution is a "Creative Director," who is equally qualified in the visual and narrative, who has the best interests of the editorial whole in mind and who can reign the disjointed impulses of the art director/designer and the editor.

If you don't get "it", get therapy

Submitted by Deborah on Thu, 03/20/2008 - 21:45.

The "wife" analogy is not only condescending, but reveals at least two things about this editor: 1) an insecurity masquerading as arrogance and a need to control rather than defer to a colleague's expertise; 2) an antiquated, sexist attitude; 3) a lack of experience working with art directors who are wholly committed to the overall magazine product. A good art director serves first, the reader, and second, the content. An art director does not serve the person, editor. God forbid you should ever work with an art director with a degree in journalism and design. I'm glad I'm not "your" art director or "your" wife. I work with an outstanding editor. Together, we serve the magazine product, and we both have won our share of prestigious awards.

Just to clarify...

Submitted by Mark A. Newman on Tue, 03/25/2008 - 10:07.

Deborah said that the Editor vs. Art Directors column "reveals at least two things" about me, but lists three. Just to assure any readers, none of Deborah's assumptions are true: 1. I'm actually pretty humble and share responsibilities with my art directors; 2. Nope, no sexist attitude here; and 3. all of my past and present art directors have been fully committed to the end product, as have I. I totally agree with the statement that a good art director serves the reader first and the content second. I think a lot of folks out there have a hard time discerning satire from editorial, judging from the tone of this blogger. Just so you know, Stephen Colbert is not really a right-wing nut job and you can't really buy "Oops, I Crapped My Pants" adult diapers as advertised on Saturday Night Live.

The best art directors...

Submitted by Anonymous on Tue, 03/25/2008 - 13:00.

I've worked with two kinds of art directors. The first wants to be creative, make things look pretty, and use the latest design techniques in his/her work. The second wants all of those things, too, but also keeps the readers' needs as the priority. Therefore, a cutting-edge design that confuses the reader, doesn't let the reader know where to begin, or is hard to follow, is nixed in favor of a creative layout that enhances an article and doesn't make reading the magazine a chore. And the best art directors know this instinctively or via their educations, or pick it up quickly from their editors and fellow designers, instead of having to be reminded every issue in a battle of wills. Editors and art directors should have the same ultimate goal: to serve readers in the best way possible.

F'real tho

Submitted by Mr. McGinnis on Tue, 03/25/2008 - 14:16.

Except that Colbert is actually well written and funny. Unlike Southern Breeze, which actually helped convince me to leave the south, as it illustrated there was little chance of getting a paying job on a magazine of quality that didn't just appeal to the basest provincial tastes.

Wifebeating

Submitted by peterh on Wed, 03/26/2008 - 02:58.

I must agree with Deborah. Sure an editor knows the audience the magazine caters to, (by god, everyone in that company should), but that doesn't mean that he/she would know how to visually cater to said auidence. I'm glad to work in a company that works somewhat along those lines. Then again I work as an AD in a different medium, in a different country, and have never seen my work as art but design. Design, which in my sense, is the arrangment for a purpose. Just as letters typed togheter to form copy is. Hence the note on juniority, or "being the wife", is something I'd oppose. But let slide; this part was probably just designed to raise some emotions and therefor interest in the article.

Folio online editors' meeting

Submitted by Derek on Wed, 03/26/2008 - 11:01.

Editor 1: "I have a great idea. We should get the editor of a fake magazine to write a blog for us." Editor 2: "No, better yet, we should get the editor of a terrible magazine that covers the basest in provincial tastes to write a blog for us." Editor 1: "A magazine that covers the basest in provincial tastes? Oh, you mean a lifestyle magazine!" Editor 2: "Exactly!" Editor 1: "Brilliant!" Editor 2: "Brilliant! Let's pat each other's backs!"

McGinnis, please...

Submitted by Mark A. Newman on Wed, 03/26/2008 - 11:19.

The purpose of the blog seems to have been totally understood by peterh above. Thank you for using the thought processes of a reasonable adult, unlike McGinnis and others that seem to need to resort to personal attacks on the author and said author's magazine. Why McGinnis chose to attack Southern Breeze is a mystery to me, but proves he hasn't seen Southern Breeze in a while. Being a regional/lifestyle publication, the goal is to appeal to a populace of a certain, well, boundary and by its very nature is a bit provincial. However, Southern Breeze strives to appeal to members of the "new South" rather than the "I do declare" denizens of the Old South and who are handily catered to in plenty of other Southern-based magazines with cover shots of magnolia blossoms and content consisting of fat camps and an abundance of buttermilk pie recipes. That being said, if Southern Breeze had any role in getting Mr. McGinnis OUT of the South, I have this to say to the entire South: YOU'RE WELCOME!

They make a great team—but the editor is always right.

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