Playboy’s first issue. It sure seems like a long time ago. Now the 62 year old publication has announced it will no longer feature nude women.
“Revamping of some of the key elements for this issue, we moved the Supertrax logo up into the sky bar on a clean, white surface in order to optimize the presentation of the new Ski-Doo Blizzard. The logo was made horizontal, rather then slanted. We then lead their eye to the numerical “160” New Sleds in a bold font on a subtle button that pops on the white background. We then worked in some action shots, including a picture of each of the top four manufacturers. This assures the reader that nothing has been missed, and this issue is well worth picking up on the newsstand,” says Knor.
To celebrate, Publisher Sam Cohen, Editor-in-Chief Michael Doyle, and Art Director Warren Wheeler, have unveiled a new look.
It’s a gentle evolution, but presents a much cleaner, bolder and powerful poster-like quality.
Maxim magazine has announced an all new look and positioning effective with the March 2015 issue. The once hyper-successful “lads magazine” has experienced a sharp decline in circulation recently, down 33% in the first half of 2014. The magazine, which was launched in 1995 reached a zenith of 2 million circulation.
The redesigned magazine targets an older, more affluent audience to match the magazine’s core readership, which has seen its average age increase by 10 years over the past decade. “Our guy has grown up,” said publisher Kevin Martinez. “He’s 33, starting to make money and looking at his life differently, ” according to an article in Ad Week.
Apparently, the less raunchy approach to both the covers and the interior content, has resulted in a success with advertisers. The March issue is up 30 pages-a 289 percent increase-from a year ago. High-end brands like Prada, Armani, Marc Jacobs, Calvin Klein and Bloomingdale’s, have bought ads aimed at the older, more sophisticated male target.
The new cover approach steers clear of any cleavage or bikinis, and is a “less is more” approach. See new cover and 2014 covers below.
“In 2015, Canada’s History — formerly The Beaver magazine — will mark its ninety-fifth birthday. As Canada’s second-oldest magazine, we’re proud of our past, but also focused on the future.
For more than a year, the editorial team, led by art director James Gillespie, has worked on a refreshed design that places Canada’s History squarely in the spectrum of twenty-first-century publishing. It was truly a team effort, with special thanks going out to design consultant Karen Simpson for her advice and encouragement.
Our new look, which debuts with our April-May 2015 issue, features new fonts and font sizes that improve readability.
Both the front and back of book sections have been streamlined. The Currents section is now more visually dynamic, and some regularly recurring items — such as “Brush Strokes” — have been re-imagined for a modern audience. Our former Reviews Section is now titled Books, and will feature not only book reviews but also interviews with authors, book excerpts and other items of interest to readers.
The features section also received a makeover, and now employs a tasteful design that showcases — rather than competes with — the words, pictures and paintings. Layouts are cleaner thanks to the creative use of white space.
As many readers know, Canada’s History used to be called The Beaver, and we have not forgotten our historic connection to that iconic publication, or the Hudson’s Bay Company, which launched the magazine in 1920 as an internal newsletter. In Canada’s History you will find many nods to our past; we’ve retained our Trading Post column that showcases fur trade-era artifacts; every feature article ends with a small beaver icon; and we’ve renamed the Letters page “The Packet,” as it was called back in 1920 when the magazine was launched.
In unveiling our new look, we pledge to do our best to honour the legacy of this historic publication. And we look forward to sharing Canada’s stories for many years to come.”
Mark Collin Reid
Editor-in-Chief, Canada’s History magazine
The title has been on a roll of late, with the last nine straight issues outselling the same issue from prior year.
Here’s what Amy had to say about the re-design: “We are very excited about our new look, a refresh was over due!
Freelance art director, Gary Davidson got the ball rolling with the new direction.
Bold new fonts, big images and more white space give the magazine a fresh, modern look. Motorcycles are our reader’s passion, so we are keeping it fun and the focus on beautiful bikes, amazing travel, and industry news.
The cover is very different, with a white bar behind the logo, which we hope will make us stand out from the crowd on the newsstand. It also allows for a sky bar that is legible and room for more photos. The cover lines are bold, and lots of them.”
The Upper Canadian Antiques Showcase is being re-launched as Canadian Antiques & Vintage effective with the September/October 2014 issue. Canadian Antiques & Vintage has a history of publication in Canada dating back over 50 years, to 1963. The publication was a merger of Canada’s two best-known antiques publications: Antique and Collectibles Showcase (dating to 1963) and The Upper Canadian (in continuous publication since 1980) following their acquisition in 2005 by Canadian publisher 2Brilliant Media Inc.
Publishers Herb and Sophie Bond say that:
This classic publication sold over 24,000 copies last year.
Publisher Yolanda Thorton is pushing for even more robust sales with this year’s editon.
The on sale date is scheduled for September 8th, 2014.
The magazine is distributed by Coast to Coast. Special thanks to Ron Sellwood and Peter Van De Geyn.
Working with K9 Strategy+Design (who has been art directing the magazine for 8 years) and CoversSell.com, the 2015 Gear Guide issue has received a complete makeover.
Publisher Paul Green says, “It was time for Ski Canada magazine to refresh its image so we went to K9 Design, our long term partner in the magazine’s art direction. Assignment: capture the vitality of alpine skiing in an all new look for 2015.”
Norm Lourenco of K9 Design says, “We’ve designed Ski Canada for over 8 years but never redesigned it. To say we are stoked is an understatement, but we realize the enormous responsibility and sensitivities that come with redesigning such a celebrated and respected Canadian publication. Our goal is to strengthen the 42 year old brand as a current, authoritative voice on all things ski. Every redesign is a balancing act between yet-to-be-realised new readers and current loyal readers – you’re constantly asking have we gone too far, or not far enough. For Ski Canada, we’ve introduced elements that will bring a bit more fun to the reading experience, while still maintaining their role as the leading publication that is synonymous with skiing.”
The cover price has been raised from $5.95 to $6.99.
The new look goes on sale September 8th, 2014.
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.”
Scott Bullock’s Newsstand Cover Quiz Show is legendary in the industry. Using covers as the catalyst, this interactive and entertaining format is a light-hearted but hard-hitting spin on Packaging 101. Testing the cover savvy of magazine professionals across disciplines, the Quiz Show pits publishers against editors, circulators against art directors, retailers against wholesalers -- ultimately leading to new common ground in the quest for better covers. Scott is the Owner of Circ3, Smart Circulation Solutions, a circulation consultancy. www.circ3.com