Evita's development team is on track in producing a stunning product, which will definitely become a heavy hitter in the Finnish publishing market. Pictured above is our inspiration wall which has been immensely helpful in getting both the editorial and creative vision on track from square one. It's been tremendous following the ins and outs of a magazine launch in another country, especially as more and more of the finished photo shoots and copy are starting to roll in. One fact which has been very intriguing to me is the structure of the actual magazine itself. The traditional US "standard" is front of book sections with partial ads followed by a robust feature well (3-4 features back to back) with no ads and then finishing off with back of the book pages. Here on the other hand there are various sections throughout the book within each section there is a feature. Structurally Evita is broken down into a FOB section covering "Good News" various topics ranging from celebrity to make-up and everything in-between. Then there are 5 distinct sections: 1.Beauty (the largest section), 2."Aha"-Moments, 3.Food, 4.Active Life and finishing off the book with the oh so necessary 5.Shopping. I must say this structuring gives a much nicer and more even pacing throughout the overall magazine. As I am also sure advertisers in the States would love to be throughout the entire book and not just relegated to the FOB or BOB. Over the years it just seems as though the feature well has gotten pushed back further and further... I mean look at Vogue where in some cases you don't even reach the masthead till page 100. Comparing apples to oranges you may say, but regardless it's always great to view something in a completely different light.
Saturday, June 27, 2009
Anatomy of a magazine launch
Evita's development team is on track in producing a stunning product, which will definitely become a heavy hitter in the Finnish publishing market. Pictured above is our inspiration wall which has been immensely helpful in getting both the editorial and creative vision on track from square one. It's been tremendous following the ins and outs of a magazine launch in another country, especially as more and more of the finished photo shoots and copy are starting to roll in. One fact which has been very intriguing to me is the structure of the actual magazine itself. The traditional US "standard" is front of book sections with partial ads followed by a robust feature well (3-4 features back to back) with no ads and then finishing off with back of the book pages. Here on the other hand there are various sections throughout the book within each section there is a feature. Structurally Evita is broken down into a FOB section covering "Good News" various topics ranging from celebrity to make-up and everything in-between. Then there are 5 distinct sections: 1.Beauty (the largest section), 2."Aha"-Moments, 3.Food, 4.Active Life and finishing off the book with the oh so necessary 5.Shopping. I must say this structuring gives a much nicer and more even pacing throughout the overall magazine. As I am also sure advertisers in the States would love to be throughout the entire book and not just relegated to the FOB or BOB. Over the years it just seems as though the feature well has gotten pushed back further and further... I mean look at Vogue where in some cases you don't even reach the masthead till page 100. Comparing apples to oranges you may say, but regardless it's always great to view something in a completely different light.
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As a so-called lay person, I find this extremely interesting. Does way of sectioning the magazine still command enough advertising income?
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