"A service magazine is about teaching someone something and if it's hard, confusing or difficult to understand, you're done. The reader is not going to go back and re-read and try to understand what you were saying."
Magazines Canada has posted a 10-minute audio podcast with Anthony Licata, the editor-in-chief of Field and Stream magazine. In a conversation with Tina Pittaway recorded at last year's MagNet conference, Licata talks about keeping service articles fresh and surprising.
Since taking the helm at F&S in 2007, he undertook an ambitious redesign which landed that 114-year-old publication the general excellence award at the 2008 National Magazine Awards in the 2 - 3 million circ category, beating out favourites Vogue and The New Yorker. Newstand sales were up 8% in 2008, a solid accomplishment in any environment, let alone in the teeth of a recession.
Labels: professional development