Creative Director, Designs in Machine Embroidery
Solomon pulls all the threads for Designs In Machine Embroidery, acting as the entire art department and hitting deadlines for bi-monthly magazine and embroidery design books.
Samuel Solomon began at Designs in Machine Embroidery 11 years ago. Since then, he has been a one-man art department, helping a 32-page quarterly newsletter grow to an 88-page bi-monthly magazine.
â€śItâ€™s not just the publication,â€ť Solomon explains. â€śWe have the Web site, and we use the Designs name as a way to push our bi-monthly products. I took over on Volume 6, weâ€™re now on Volume 69 and itâ€™s just been me, the managing editor and the editor the whole time.â€ť
When one issue goes to press, the staff puts the previous issue online, and in between that they launch a product in the off-month. â€śFor example, in the current issue, we have a cover with a pin cushion on it,â€ť says Solomon. â€śThe following month, weâ€™ll produce and sell a 72-page book of step-by-step pin cushion designs, which comes with a CD that has all the embroidery designs. Our readers can only order those products online.â€ť
The company also does roadshows and workshops, where readers actually complete the projects in the books and magazines. Designs also maintains a Facebook page and interacts directly with their audience. â€śOnce you like our page, you can unlock free projects on our Web site,â€ť Solomon explains.
Solomon shrugs off the pressure of working alone: â€śI love what I do. I wake up, I check my e-mail, I make sure everything is okay. Before I go to bed, I check in again. I face the same challenges any team would faceâ€”that looming deadline, and the pressure to produce a quality project.â€ť
The content affords the opportunity to change the look of the magazine. â€śItâ€™s not editorial-based, where I would be bound by what I could do with typography. Itâ€™s more of project step-by-step, and a project really comes to life when you see a model wear it,â€ť says Solomon. â€śAnd because the content and projects are different in every issue, it allows me to try new design ideas.Â As nice as having a team would be, sometimes it turns into design by committee; the freedom that I get from not having that committee has been tremendous and keeps it fresh.â€ť
VITAL STATS: Designs in Machine Embroidery has a dedicated niche audience of 16,000+ subscribers and a total circulation of 18,000.