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.
2.) Right-size page elements. Layouts can feel disorganized or confusing if too much emphasis is given to less important elements. Placement, size, color and value decisions should be guided by the relative informational value of each element.
3.) Donâ€™t design a loaf of bread. Some magazines are like a loaf of bread - no matter where you cut them open, they offer a consistent texture and predictable sameness. Any magazine can support variety within its structure. Solving â€śbreadâ€ť design can be as simple as making sure spreads look different from one another and each spread (or page) has a main visual focus.
4.) Get the space you need. A million dollar art budget is useless without the room to display the art you purchase. Design is fueled by space.
5.) Become an art whisperer. Good design is responsive to imagery. Design to enhance rather than compete with art and photography. You cannot save bad art with design.
6.) Good photography is not always good. Looser crops, outtakes and action photos (even if they are slightly blurry) often give more insight into the subject than a perfectly lit, composed, (and predictable) portrait. Look for images that will intrigue and surprise your readers.
7.) Two clichĂ©s donâ€™t equal an original idea. If you must use stock art, use it carefully. Many stock images juxtapose to stereotypes creating a melded image. Real illustration renders insight or comments on the topic. Invest in fewers, more specific ideas.
8.) Banish your canards. Many fields have an obvious visual vocabulary (teachers = apples and bells, lawyers = scales and gavels). However, using apples in the pages of an education magazine makes the publication appear superficial. Banishing the obvious improves the thinking behind the assigned art because it forces freelancers to engage issues deeper than the magazineâ€™s demographic. More...
Decades after the first mobile phone was introduced, users finally are being offered plans that allow them plenty of talk time for reasonable monthly fees. That said, phone companies have found ways to nickel and dime us. Monthly Internet charges of $15 a month are the norm, as is a $5 a month unlimited text messaging usage fee, and then thereâ€™s the $1.99 a month some will spend for a ringtone, another $1.99 a month for a call tone, $1.99 for a screensaver, a $10 a month fee for unlimited picture downloads â€¦ you get the idea.
The nickel and dime-ing leaves little left-over, especially for teens with limited budgets, to pay for magazine articles that more than likely can be read for free on the Internet. Still, thereâ€™s lots of money to be made by publishers in the mobile sphere. For one, they can offer their own screensavers, wallpapers, picture downloads and ringtones for nominal fees, and many are. And, as far as news articles and text messaging alerts go, there are plenty of advertisers willing to sponsor such content enabling publishers to offer it for FREE.
Laura Marriott, the executive director of the Mobile Marketing Association, recently told Folio: Publishing Technology that marketers are spending upwards of $78 million a year on mobile advertising and that dollar amount is likely to grow in the years to come.
Similarly, Tom Burgess, CEO of Third Screen Media, an ad network devoted to the mobile medium, told Media Post earlier this year that mobile phones are more inherently personal than any other medium and conducive to effective ad targeting. And personalization, targeted marketing and interactive marketing are all key to successful mobile advertising, says Marriott, and publishers willing to work with marketers to achieve the targeted interaction they seek will more than likely reap the benefits of those ad dollars into the future. More...
Perhaps we should applaud the magazineâ€™s buoyancy, or perhaps they should just give it up. I fear the magazine will struggle as it returns to a market that is over-tapped, especially considering competition from other Web sites and gossip blogs, where everyone and their uncle is writing and commenting on what is happening in pop culture. On top of that, the brand has to reestablish itself and offer something new because obviously whatever they were doing before wasnâ€™t quite working.
I wonder, does it deserve to come back? How many times is too many? And, most importantly, has it lost its credibility? More...
What was great about the breakfast is not just what Skipper talked about, but how he presented it. Skipperâ€™s one of those rare people who is as entertaining as he is intelligent. Heâ€™s what my husband would call a â€śreal cool dude.â€ť To put it simply, heâ€™s a real funny and personable guy and knows how to use his sense of humor to keep the crowd focused and draw them into what heâ€™s speaking about.
One statement Skipper made particularly resonated with me. Speaking about his experience in the magazine industry, Skipper said this, â€śMy experience with magazines has served me well. I get to work on things I know nothing about. I donâ€™t think I had ever been on the Internet and I was hired to be in charge of it.â€ť
Those few sentences speak volumes. People are always saying itâ€™s an exciting time in publishing right now because of the new media evolution thatâ€™s taking place. But itâ€™s actually an exciting time for people who work in publishing, especially on the editorial side. Because the digital media evolution means that weâ€™re no longer just writers, reporters or editors.
I interviewed a woman named Kristin Campbell back in August for our Folio: Publishing Technology e-newsletter. As the editor of DSnews.com, sheâ€™s a great example of being more than just an editor because, in addition to writing and editing copy daily on her companyâ€™s Web site, she also shoots and edits videos, takes pictures, and anchors and writes a daily newscast.
Thatâ€™s whatâ€™s so exciting about publishing right now. Weâ€™re no longer just editors. Weâ€™re Web site and e-newsletter designers. Weâ€™re videographers, photographers, bloggers and whatever it is that you call someone who creates content for mobile devices. To some, that might be overwhelming. And it might be looked at with dread and the feeling that it is just that much more we have to add to our already busy days.
But to the rest of us, itâ€™s a journey. Itâ€™s the chance to do a million different things. Is there a chance that some of us will over extend ourselves in our zeal to do everything and be everything? Yes (Iâ€™ve been guilty of as much).
As journalists, most of us have always had the opportunity to write about things we know nothing about. Today, we have an opportunity to work on things that we know nothing about. What could be more exciting than that? More...
Paul Conley wrote a terrific item on e-media ethics on October 3, riffing off a recent Folio: magazine article, but also updating a recurrent theme on his blog. In the past he has covered this topic extensively, including September 25, August 23, , and November 15, 2005.
It wasnâ€™t so much as the fact that he referred to a story of ours. Conleyâ€”more than ASBPE or ASME, in my opinion, has been really working the ethics issue, taking offenders to task and laying out a reasoned, and unwavering direction for those grappling with what is acceptable and what is not online.
Meanwhile, a b-to-b blogger of significance, David Shaw, appears to have gone dark. His blog at B-Or-Not-to-B is gone after sitting dormant for a month and a half after a post about Penton Media in mid-August. I e-mailed David a while back, and there was no response. If heâ€™s stopped blogging, heâ€™ll be missed. David is one of the astute observers of this industry.
Meanwhile, I like what I see from American Business Mediaâ€™s Sara Sheadel on ABMâ€™s Mediapace blog. I think sheâ€™s posted only three times, but each combines insight, wit, a clear, clean writing style and a point of view. Plus one of her posts had video. Nice work to Sara at Mediapace.More... More... More...