Part 1 – When’s the right time?
For most associations, a print magazine remains the number one member benefit, especially when supplemented with additional online content. The decision to redesign your magazine is one that demands careful consideration, given the investment of time, effort and resources required to do it right. But how do you know when the time is right?
- When you look old – While the typical life-cycle of a trade publication may be from 3 – 10 years, you know when the look, feel, and function of your magazine feels antiquated.
- When you’re out of sync – Communicating, surveying and keeping your finger on the pulse of your readership will keep you informed. When you no longer resonate with your primary audience demographic, or can’t reach new potential subscribers, you’re overdue.
- When you’ve evolved – If your organization or publication has gone through significant editorial, functional, or structural changes, your magazine can lead the way to educate and inform your audience on how they will benefit. A redesign can create a focal point for signaling that evolution and increasing consumer “buy in”.
- When you rebrand – In a marketplace where organizations merge or form new collaborative partnerships, a rebranded publication can clarify and crystalize new opportunities created by such joint ventures. A rebrand can also do an excellent job of repositioning an organization that needs to distance itself from an unfortunate history.
In Part 2, we’ll explore how you start the redesign process.
At Dever Designs we work closely with clients, guiding them through a facilitated process to analyze, define and deliver superior publications. From turn-key magazines, to templates and style guides for in-house design teams, we have the expertise to take your publication to the next level. Get in touch to start the conversation.