A redesign can keep you ahead of the pack
I can remember when a magazine design was good five to six years. Some publishers
and editors liked to extend that even further. ”If it aint broke, dont fix it” was the basic attitude.
Not today. More than ever before, the magazin is a work in progress, and if your target audience
are high tech or youthful, two years is the norm. The mantra has become, ”If it ain’t broke, improve
it anyway”. We live in an age of tremondous change, and many readers lose interest in a publication
that looks as though it is standing still. There are other reasons why you should consider
a redesign as well. In the past few years, have you noticed any of the following ?
- 1. Has your editorial message changed ?
- A magazine can stumple if there is a lack of focus and the old editorial gameplan is just that – old !
- 2. Has you audience changed ?
If so, bring current and future readers into the plan. Remember that many young
members of your audience today are visual learners. Measure your editorial/visual ratio, for
instance – How much of each editorial page is devoted to text ? How much to visuals ?
- 3. Has your staff changed ?
- This may be an opportunity to take advantage of incoming talent for new ideas.
- 4. Have your production or distribution methods changed ?
If you are changing from Quark to InDesign, for instance, you might as well take a fresh
look at the design as you go about the task of creating new templates. If you are going to
newsstand or display racks, likewise, you will need to rethink your cover design.
- 5. Have reader attitude changed ?
If readership starts to slip, do a survey, Find out why readers are dropping and if
there are things that can be done in a redesign to keep everyone in their seats.
- 6. Have advertiser attitude changed ?
If reps come back with complaints from advertisers or with ”no thanks” from prospects because
you don’t look quite cool enough, you’ve got a problem that is anything but cool.
- 7. Has your competition changed ?
A dozing competitor can transform overnight with fresh ideas and a new design,
thus competing more aggresively for ad revenue.
Notice that change is part of every question. If you answered ”yes” to any of the seven,
a redesign may be in your future. Even if you answered ”no” and are leading your category,
a redsign may be a smart strategy for staying ahead. Leaders are proactive. They deal
with a problem before it becomes one. Contact us if need to regain your position
and get a redesign that can get you ahead of the pack.