editorial / design
mmPA 2009 summit & ExPo
mAy 21, 2009

EditoriAl / dEsign -covEr
develop your publication
with your content and
audience in mind at all times
n Based on a 2007 study there are
19, 532 magazines in circulation.
n 85% of adults over the age of
18 read magazines
sources: mri Fall, 2007, national directory of magazines, 2008, oxbridge communications
and samir Husni’s guide to new consumer magazines, 2008
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
consider where and how
your audience interacts
with your publication
n 81% read magazines at home. 76% of
that same group also read magazines
out of the home.
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
capture your reader’s
attention and keep it
n Based on a 2007 media usage study
10% of respondents read magazines
26% listen to the radio
24% go online
20% watch television
12% read newspapers.
source: Bigresearch simultaneous media usage study, 2007
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
covers:
WHAt mAkEs A covEr
succEssFul?
n Pick it uP
n scAn it
n oPEn it
n kEEP it
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
covers:
considEr tHE FolloWing:
n imPAct
n idEntity
n mEAning
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign - intEr ActivE
impact:
A succEssFul covEr HAs it
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
impact
What does your cover say?
First Impression
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
impact
What does your cover say?
Audience/Content
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
impact
What does your cover say?
Stand out
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
identity:
A clEAr idEntity is imPErAtivE
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
C1r1_Tufts_SP09 4/14/09 9:07 PM Page C1
identity “I FLUNKED OUT OF AMERICA’S TEST KITCHEN ”
SPRING 2009
A clear identity is imperative
Extend Brand MAGAZINE
SPARK
OF LIFE IF A NEWT CAN
REGROW A LIMB,
WHY CAN’T YOU?
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
identity
A clear identity is imperative
Editorial mission/content
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
identity
A clear identity is imperative
Speak to your audience
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
identity
A clear identity is imperative
Less is more
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning:
connEction BEtWEEn
Word & imAgE
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Build the editorial message
through the play of
word and image
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Composition of image
and word
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Art direct for cover
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Create meaning for
your audience
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Work with your limitations
not against them
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Work with your limitations
not against them
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Keep it simple
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
meaning
The connection between
word & image
Keep it simple
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
finally:
kEEP it FrEsH...
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
finally...
Keep it fresh
For your audience...
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
finally...
Keep it fresh
And you...
mmPA 2009 summit & ExPo 05.21

EditoriAl / dEsign -covEr
applying the lessons:
idEntity
n logo / tyPogrAPHy / color
n contEnt / AudiEncE
mEAning
n Word and imAgE
n imAgE and Word: comPosition
n limitAtions
BEst ovErAll
n First imPrEssion / stAnd out?
n AudiEncE / contEnt
mmPA 2009 summit & ExPo 05.21