11 October 2012
Recently, I wrote about five steps you need to take before planning the first issue of your new printed custom magazine. This post examines what goes into making that magazine issue as effective as possible.
Before you begin, let me point out that the whole time you produce an issue of a custom magazine you have to think about your pre-defined target audience. Decide your criteria for quality content based on your customers/readers. »Do not create based on your needs; base your decisions on their needs.«
This will help you manage the production in timely fashion, so you do not miss the agreed-upon deadline for sending the magazine to the printers and your target distribution date. The latter should be your starting point. Create your plan going backward from that date, taking into consideration any obstacles you can anticipate that may prolong the process.
Your schedule should, at the very least, include the following considerations:
Create an editor’s table of content for all pages, including the front and back covers. This helps to plan the content of a magazine issue and to monitor the production process. Make sure that the plan is confirmed by all members of the editorial board. In many cases, this part of the process may take more time than anticipated, so plan accordingly.
I’ve learned over the years that every editor has his or her own work processes. For example, I use an Excel spreadsheet. Normally, an approximate number of pages needed to track the work of each department will be determined before the content is planned in detail. Well-defined magazines already have determined the length and placement of each department in the magazine well before the actual production process begins.
A word of advice here: Build your content for at least one issue ahead of your schedule to make sure you are never left with an empty space if an article falls through. This also provides a safety net for articles that might need extra time to be written, photographed, illustrated or designed.
Once you’ve confirmed your overall content plan, you’ll want to follow with a detailed plan for every story you’ll be publishing. Considerations here include:
In many cases, an article will need to be returned to its author to make corrections and add information that you, as an editor, believe is missing. For every story, make sure to edit the following:
Now your magazine is ready to be designed. Submit all final materials to your graphic designer and work together closely.
Make sure the design of every spread is logical and works with the design of the magazine as a whole. I am sure you remember scenes from the movies or TV shows taking place in editorial rooms with pages of a magazine hanging around the room. While putting together a magazine, print every page and reduce each one to about 40 percent of its final size. Hang them on the wall, whiteboard, etc. Check, look, compare, and make necessary changes.
Before you can send a new issue of your custom magazine to print, take one final detailed look at it. I usually take printed pages with me home over the weekend, and when I am most relaxed, I read the magazine from cover to cover again to make sure there are no mistakes.
Read the magazine as if you haven’t seen it before. Of course, nobody’s perfect, so you will probably find a mistake or two that you will need to fix or additional changes you’d like to make, but at this stage they should be minor. Also make sure the pagination is correct, the departments’ names are correct, the authors’ names are spelled correctly, etc.
Let your designer apply those changes. Now he/she is ready to prepare the magazine for printing.
Your job, however, is not finished yet. What follows, I’ll discuss in detail in my next post.
Did I miss anything? Do you do anything differently and does it work well for you? Share your experience and advice with us.
Read more at http://www.business2community.com/content-marketing/6-steps-to-follow-when-producing-a-custom-magazine-051133#rOt0BquD2TK5xoFJ.99