I was excited about the UPS driver training school story for Road King as soon as I assigned it. Here was a place that took truck driving safety so seriously that they brought an elite group of driver-trainers to a three-week boot camp on driving safely. Our writer, David Kolman, nailed the details — rules of the road shouted out on demand, timed inspections, barked orders and exhausted trainees pushing themselves so they wouldn’t wash out.
Magazines
Is it Time to Redesign Your Magazine?
Tip: Don’t Expect Your Readers to Tell You
Publication redesigns should be done in order to better serve readers, but you can’t expect readers to realize it’s time for that change. That is the role of the publishing team — to identify reader needs, then lead them through an engaging publication that meets those needs and even addresses a few they may not know they have. That is part of the art of creating a great publication.
Why did you pick up that magazine, anyway?
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The art of crafting engaging covers
While custom magazines don’t typically compete with other titles on the newsstand, employing tactics by those that stand out among hundreds of other titles can make a big difference in readership. Why? No matter where or how your publication is distributed, the competition is still fierce for your readers’ time and attention. Regardless of whether a magazine is for sale, mailed or simply competing for a flip-through at the doctor’s office, cover design comes down to one imperative goal: grab attention.
2009 Industry Forecast
Have you noticed that magazines are losing weight? It’s not your imagination — magazines are facing the same problems afflicting the rest of the media business: less revenue, dwindling readership and a rapid-fire digital world that makes weeklies and monthlies alike seem like old news.