The importance of “refreshing” your magazines look and feel from time to time is the subject of a seminar that I will be presenting, along with Jennifer Neal of K9 Design, at the Manitoba Magazine Conference on Friday June 27th, 2014.
This pertains to not only newsstand and paid circulation titles, but to controlled titles too.
It was recently brought to my attention that Fairmont Magazine has just undergone a makeover.
Natasha Mekhail, Editor in Chief of Fairmont Magazine provided this background:
“Fairmont Magazine is an award-winning luxury publication distributed across the hotel brand’s 70-plus properties around the world. Every issue presents a mix of engaging storytelling and striking visuals that, while focused on Fairmont destinations, services and programs, carries the same rich, narrative tone as top consumer magazines, such as Conde Nast Traveller and Travel + Leisure.
We know that our readers are often on holiday when they encounter the magazine in their room; we know we’re competing with their novels, phones, and tablets. They won’t read our magazine if it doesn’t pop for them – nor will they read if they get a whiff of hard sell. In fact, we like to describe Fairmont Magazine as a travel and lifestyle publication that just happens to appear in a hotel. Still, the one place where that may not have come across was on the cover.
Past covers involved a fashion shoot showing a model at a featured hotel styled to embody the spirit of her destination. After several of these, however, our team and our clients agreed that, while beautiful, the staged images lacked a certain spontaneity and intrigue that would make readers look at it and say, “I need to know where that is.” Around the same time, Fairmont adjusted its own branding, subtly moving away from “hotel as focal point” for travel, and towards “hotel as gateway to the destination.” This move gave us license to stage a lifestyle cover.
The first thing you’ll notice in Example B: it’s not in a hotel. Instead, we shot an emerging Baku artist in an installation he designed for Azerbaijan’s pavilion at the Venice Biennale. The oil-rich city on the Caspian Sea, which many describe as the “next Dubai,” also has an incredible wealth of modern artists, who’s work often riffs on Azeri handicrafts, such as traditional tapestries.
We also moved to a full-bleed from a framed image, giving more presence to the cover photo. With this fun, playful cover (the artist actually asked if he could make a suit out of the same fabric as his set – and of course we said yes!), we’ve given Fairmont Magazine that “wow” factor, that spurs readers to pick up the magazine and find out what this incredible shot is all about.”