Posted tagged ‘change’

October Custom Publishing Facebook page

October 30, 2009

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I’m building a Facebook Fan Page for October Custom Publishing (my company), in order to try and get us out there a little more. On there you’ll be able to view almost every page of every magazine we’ve either published or been hired to create thus far. I’d really appreciate you becoming a fan, and I’m happy to return the favor! Take a look at the page here. Introduce yourself!

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GivingCity issue 3 now available for download

May 27, 2009

UPDATE: Please download the 4th issue here!

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Been super busy the past few months and really haven’t had time to update the blog at all. We’re happy that the new issue of GivingCity is now complete (at last!), and we can move on to the next one – and get that one done on time! Please take a look and give me your feedback. Also, please please please send the link to as many people as you can! (more…)

More on the magazine audience…

January 16, 2008

To continue again what I yacked about below… when I first came on board this publication and we started re-designing, our number one priority was not to alienate our existing audience. The redesign required some (though not a great deal) rethinking of the approach writers were taking to their assignments in terms of length and spec charts, that would help the design and editorial act as one cohesive (there’s that word again!) piece, and not require work on the part of the reader. The other priority, which is a little harder to sum up, was to make the redesign accessible, modern, new and mainstream, but not to be a smack in the head. If it worked, then the regular reader would know something had changed, but perhaps they wouldn’t immediately grasp what, perhaps they’d read the magazine, find it as familiar as always, but also pick up on some sort of re-invigoration of the content as a whole.

Generally, the reader response to the redesign was good. The readers were good enough to point out problems they had (like body copy being slightly too small for the older readers, which made us increase it in size from 9pt Garamond to 9.6), but they were also kind enough to encourage the progress that the magazine was obviously trying to make. The editor did address the redesign in the first issue with the new look, which I think inspired the majority of the responses from the readers. Since then we’ve made numerous small changes here and there, and one major overhaul a couple of months ago to the look of our interior pages, and I feel a lot better about the direction of the magazine in terms of design. I also still believe however that we’re not addressing our biggest problem – how to pull in a new audience and adapt to their expectations. Basically I think we have to decide if we are going to continue on our current path, and hope that a new generation of audiophiles is constantly growing and finding the magazine themselves, or decide if we can take an Apple iPhone like approach and build our new readership by making it incredibly obvious that this magazine and the products reviewed inside are exactly what they need in their lives, even though they weren’t aware of it. Does that make sense?

Change the audience or change for the audience?

November 30, 2007

So maybe I already mentioned… wait, checking… no I didn’t.. Ok, I art direct a high-end audio publication, whose demographic in a nutshell is an older male, kids (if any) have split for the big city, lots of time on his hands which he doesn’t remember having a few years ago, and some disposable income to blow on some high-end audio equipment. The magazine has a very established readership, and a very highly regarded (in its own field) editorial staff. I mean, they really don’t come much better than this bunch in the world of audio equipment. (The challenge I face with this particular magazine is working around enormous amounts of copy, and an incredibly small art budget. We basically have to rely on manufacturer supplied photography for almost all our products. I use the entire art budget each issue on photography for the cover and feature well, which I think we do a good job of considering our financial and reader expectations.)  What worries me however is the age of our readership. I’m not trying to be rude or funny here – we target a very specific age bracket, and they’re not getting any younger. So how do we start planning now for ten years or more down the road when our readership may literally be dying off? How do we gradually introduce new concepts to such a narrow and expectant readership? (more…)