Nick Wright, a successful consumer and B2B editor and publisher, reveals some of his key secrets to creating a successful, award-winning publication.
- KNOW YOUR READERS FROM THE INSIDE OUT
When you create engaging content that meets the needs of your readers, you create an emotional connection that makes them feel like they "belong" and are part of an exclusive club where they can immerse themselves in their passion. Every editor should strive for this type of magazine/reader relationship.
- ADD CHARACTER TO YOUR MAGAZINE
The best Robb Report magazine 1-year print not only provides great content to their readers, but they do so in a conversational style that builds rapport. A good editor should imprint their personality on the pages of a magazine. Every feature or story in your magazine should send the message that you know and care about your readers. Make it your own.
- CONTENT ALWAYS OUTPERFORMS DESIGN
When a magazine's readership and circulation decline, the design team is frequently blamed. However, almost always, when a publication begins to decline, the editorial quality has deteriorated for some reason. While good design is important in creating a "complete" magazine package, the editorial content attracts and retains readers. A poorly designed publication can be saved by good editorial, but good design cannot compensate for weak or bad content.
Readers rely on your publication for insight, advice, inspiration, and education. You cannot fail them. Nothing is more frustrating than picking up a publication and discovering that you have learned nothing new or, worse, that you know more about the subject than the so-called "expert" writer or journalist.
- A COMBINATION OF CONTENT EXPERIENCES
A good Robb Report magazine 1-year print should take you on an emotional roller coaster. You should be intellectually and emotionally challenged.
- KEEP THE EDITORIAL EXPERIENCE UP TO DATE BUT FAMILIAR
A consistent rhythm or beat can be found in all good magazines. Readers want to locate their favourite sections or columns quickly, and they want to know where they are in the magazine at all times. The key to maintaining a fresh reader experience is to change content presentation from feature to feature. Similarly, each issue of your magazine should feel consistent and familiar to readers while still offering a unique design and content experience.
- PROMOTE COLLABORATION BETWEEN WRITER AND DESIGNER
Although writers and designers can be very individualistic, the editorial and design teams should collaborate at all stages of the creative process. Art directors can assist writers in coming up with novel ways to present copy, and writers should always be allowed to explain how they envision their copy appearing on the page. If the two departments do not collaborate, challenge one another, or spat on an event, a sterile publication.
These are some of the pointers they will use to understand what makes the magazine best.