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Mastering a Magazine Makeover

When editors of School Foodservice & Nutrition finally went ahead with a long-planned redesign, many in the industry were stunned by what appeared to be an entirely different magazine. "The look was such a dramatic difference that we had members calling and saying they hadn't received their publication -- not understanding that this was it!" recalls managing editor Patricia Fitzgerald.

And although readers did a double- take upon receiving that first revamped issue, feedback regarding the remake has reportedly been extremely positive. "We get compliments from both readers and advertisers, saying they are just so pleased with the look and the reading of the publication -- both of which have come along hand-in-hand," says Fitzgerald.

Enhancements to editorial and design were so impressive, the publication on more than one occasion caught the eye of awards judges -- recently snagging the Gold for "Most Improved" in the Society of National Association Publications 1995 Excel Awards. Here's how they made the transformation from an "adequate" to exceptional magazine:

--Changed name to better reflect publication's mission. "We changed the name of the publication from School Food Service Journal to School Foodservice & Nutrition, says Fitzgerald. "We wanted to make food service one word to reflect how that industry is changing. We added nutrition because that's been a key factor in the message that The American School Food Service Association wants to get out, which is that it is a nutrition-based program." According to editor Adrienne Gall Tufts, journal was dropped simply because, "The magazine never had been -- and never would be -- the hard-edged research or technical publication that journal implies."

--Had a vision. Tufts was able to "easily pinpoint the publication's potential for enhancing the association's professionalism," she says. "I could see not only what the magazine had to do, but what it could be."

--Assessed work ahead. Prior to implementing a redesign, editors first had to deal with "an inefficiently organized communications department, lack of human and financial resources, technological missteps, and leadership reluctance to change," recalls Tufts.

--Evaluated staffing assignments. This resulted in identifying the need for a director in the communications department, realigning two designer positions to focus on the kind of work to which each was best suited, and adding a production manager and a "much-needed" full-time editorial assistant.

--Changed target audience. "If readership needs are diverse, target those in the main group," advises Tufts. Editors of School Foodservice & Nutrition quickly shifted gears, going after upper-level managers and directors instead of just the lower- level staff they had targeted in the past. Their rationale: Individuals recruited in those categories would likely recruit more of their employees as well. "This new vision for member recruitment shaped the vision for the magazine," remarks Tufts.

--Established a clear direction for the publication. Once editors had identified the wants and needs of their newly targeted audience (through informal discussions, surveys and focus groups), "the magazine could dive into its revitalization efforts," says Tufts.

--Boosted resources. Gradually added to per-issue design budget (up from $700 to $2,500) and secured a freelance budget of $2,000 per issue. "With our budget for freelance we hired more professional writers," says Fitzgerald. Quality freelance material eliminated the need to depend on member submissions.

--Paid $10,000 to contract with outside design studio. "Overhauls require a significant amount of time and money and must be seen as investments," warns Tufts. By working closely with the publication's staff to understand their goals, the outside firm became an extension of staff, she says.

--Combined reader input and publication vision to create compelling content. Editors instituted new departments, cut back on the number of features (expanding their length and depth), dropped columns deemed "useless" or giving an unprofessional look to the magazine.

--Inserted "snapshots" boxes presenting highlights at the beginning of each article. These enabled readers to scan articles quickly for major points and then read them fully later, says Tufts.

--Invested more time in copyediting. "Before I was hired, the managing editor's job had been split between managing the magazine as well as many other projects in the communication's department," recounts Fitzgerald. "The magazine is primarily my job and I do an awful lot of copyediting for a better, stronger voice." Judges noted that the "departments are easier to read and more newsy in content" -- an apparent reflection of her effort.

Get Them to Read It

If you want your publication to be the one busy readers pick over others, make it user-friendly, advises Federal Computer Week editor Anne Armstrong. Her publication covers the people, policies and technologies that influence how the federal government buys and uses computer and communications equipment. "Most people in the computer industry get stacks of tabloids on their desks on Monday, so you're competing with many other publications," remarks Armstrong. "The reader's going to go to the one he or she can read quickly." Here are a few of the editor's hard-fast rules for enhancing her publication's "user-friendliness":

-- Never use an acronym that isn't explained or spelled out. "People tend to know acronyms in their own business, but they don't necessarily know them for other places."

-- Speak to your readers at their level of comprehension. "We assume our readers are computer-literate, so we don't go down to the level that some of the daily press has to, like explaining that a mouse is a pointing device," says Armstrong. Conversely, FCW editors don't assume that readers are able to grasp all of the implications of changes in technology. "We try to put the changes in context," she says.

--Use design techniques, like pull-out boxes, to highlight information. "We're trying to do all of the traditional things that are happening in design to make it easier for the reader to get information," says Armstrong.

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