THE PATIENT: Where to RetireAGE: 20 yearsVITALS: GoodPROGNOSIS: Positive if patient iswilling to make changes.
Who doesnâ€™t harbor dreams of a happy, active retirement in a (choose one): beach house/mountain retreat/golf community/island condo? Even the Magazine Medic, who truly loves his work, imagines one day trashing his toolkit and livinâ€™ easy in a yet-to-be determined paradise.
But where? Cue Where to Retire, a magazine born on a bet that Americaâ€™s aging workers were all busy fantasizing about cloudless climes elsewhere. It was a great idea.
Unfortunately, the magazine hasnâ€™t changed enough over the years. The housing market, meanwhile, tanked. Household â€śwealthâ€ť is, for many, but a sad memory. And many retirees are staying put, albeit reluctantly.
Where to Retire hasnâ€™t been entirely blind to these economic calamities. Itâ€™s responded by slightly reshuffling the edit mix. In particular, youâ€™ll see lots more about vacations. The obvious thinking here: If you canâ€™t afford that luxe kick-back pad when you exit the workforce, maybe thereâ€™s enough cash remaining for a few decent getaways.
What We Prescribe
â€˘ Number one, letâ€™s immediately infuse some cred into this patient. Most of Where to Retireâ€™s stories practically drool over the wonders of its featured towns. Câ€™mon, tell your 200,000 readers that sometimes a place is not all itâ€™s cracked up to be by its visitors bureau. Thatâ€™s your obligation. Your readers will be the better for this honestyâ€”and so too will your advertisers, who, even in a book like this, are banking on readersâ€™ trust of the surrounding edit. We realize that risking the wrath of advertisers is a sacrilege in our business, but itâ€™s often exactly what makes a magazine valuable to its prime asset, its readers.
â€˘ Ever heard of white space? Donâ€™t go looking for any here, and donâ€™t even enter if youâ€™re the slightest bit claustrophobic. (On the other hand, some of the magazineâ€™s infographics are excellent and just need to be aired out.) Covers: Where to Retire needs to produce some that donâ€™t look nearly identical to the ones that just preceded it. Finally, while designers are completely revamping the magazineâ€”the sooner the better, we sayâ€”donâ€™t forget to send the logo to its much-deserved retirement. It emphasizes the word to, which is just plain wacky.
â€˘ Re-set navigation throughout, and recalibrate the pacing, aiming for less of a bargain-huntersâ€™ vacation-catalog sensibility. Be far more transparent about whatâ€™s editorial and whatâ€™s advertorial. Assign feature photography thatâ€™s unblinkingly journalistic.
If the magazine can see its way clear to respecting readers more, its owners can one day retire with a clearer conscience.
A well-known reporter, writer, and editorâ€”at Time Inc., Primedia, and other American publishing companiesâ€”Cable Neuhaus has frequently been called on to help create, repair, and run consumer and trade titles of various kinds.
THE PATIENT: SuccessAGE: 114 yearsVITALS: ImprovingPROGNOSIS: Good
The kind of high-profile success that Successâ€™ readers desperately desire has largely eluded the magazine itself over the course of its long life. The title has encountered at least two near-death experiences, yet fought back to publish another day. On that basis alone, some may award this book a medal for its mettle.
The most recent incarnation of the magazine, which emerged from ownershipâ€™s self-induced coma in 2008, shows promise. (Its claimed, unaudited, circulation is 200,000.) It also shows how challenging is the job of editors who run inspiration-and-advice guides.How many ways can you persuade readers to pay for a magazine that exists almost solely for the purpose of encouraging their (sometimes unrealistic) ambitions?
â€˘ Who runs this book, really? An editorial director, an editor-in-chief, and an editor all get credit. Confusing, no?â€”and troubling as well. Another issue: Names of everyone in the ad sales and marketing departments are accompanied on the masthead by contact details. No such info for the edit staff. Together, these decisions suggest to the Magazine Medic that the book is driven by the business side. Nothing out of the ordinary there, but we see it as a prescription for a compromised editorial mission. At the very least, tell readers how to reach editors.
â€˘ Success does an admirable job of mixing it upâ€”adding first-person tales of winning strategies, celebrity profiles, and sure-fire counsel to the editorial salad. The problem is execution. One area in particular that could stand improvement: Headlines and decks, which too often are ill-conceived. We need to know, immediately, who these story subjects are and why they matter.
â€˘ Cultivate franchise writers and columnists for Success. Itâ€™s comforting to open the book and notice familiar names, such as leadership guru John Maxwell and celeb physician Mehmet Oz, but havenâ€™t we seen them elsewhere? As in everywhere? Far easier said than done, we know, but creating a stable of Successful columnists, such as biz books Fortune and Forbes have managed to do, is a clear signal to readers that we too have our in-house stars.
â€˘ Reduce the size of the Tech Tools section. These days, honestly, itâ€™s damn near impossible to keep on top of these ever-changing toys on the daily gizmo blogs. Trying to recommend cool products in a long-lead monthly magazine is a dangerous gamble. Inevitably, as we have seen many times, magazine editors will anoint a gadget a good betâ€”only to discover weeks later that the industry and consumers have already said, â€śUh, not so much.â€ť
Especially in times of economic woe for so many Americans, this is a magazine worth nourishing back to health. Its sweet smell of success may return yet again.
A well-known reporter, writer, and editorâ€”at Time Inc., Primedia and other American publishing companiesâ€”Cable Neuhaus has frequently been called on to help create, repair, and run consumer and trade titles of various kinds.
Tuesday, December 09, 2014 -- Join this upcoming Folio: Webinar to discuss the survey findings, and to learn
how one publisher, Advanstar, streamlined their process to intensify the focus
on audience engagement strategies.