Refreshing your magazine’s look is important, for many reasons… not just to juice newsstand sales. Keeping the magzine fresh and vibrant is important to subscribers and advertisers too.
After all, we are in the information and entertainment business, and our magazines help high-end brands (that spend a lot of time thinking about design as part of the brand-building exercise) show off their products and services in a modern and sophisticated environment that is as equally lush, vibrant, slick and sassy, as they are.
East Coast Living won a free “magazine makeover” from K9 Design in Toronto. So, what has happened since?
According to Janice Hudson, editor, “The redesign has been very well received by our readers and advertisers. I’ve found that the new contemporary design appeals to our core group of readers, but also to younger, urban readers, which is very exciting. It’s wonderful to be presenting our stories in a fresh, modern way. There’s a new energy surrounding the magazine, which is building interest and buzz among our advertisers and our subscribers. Even people outside of Atlantic Canada are recognizing that we’re a modern, sophisticated publication.”
“The new design has also strengthened our advertising revenues for the magazine. Overall ad revenues have grown by 20 per cent since 2009. Full-page ads increased from 19 per cent in 2009 to 26 per cent in 2011. The amount of national advertisers grew from 15 per cent in 2009 to 27 per cent in 2011,” says Hudson.
It’s a good idea to refresh your look to help circulation efforts, but when it generates ad sales increases like this, that’s golden.
Full disclosure: I was a sponsor, and a judge, of the contest, and K9 is a sponsor of this blog.