Service journalism key to success for Magazines of the Year

The winners of this year's Magazine of the Year Award reveal their secrets.

Judges for the Magazine of the Year award called Selling Power (over 80,000 circulation category) and Meetings & Conventions (under 80,000 circulation) "fine examples of service journalism."

Their remarks related to both content and presentation. As one judge said, "it was easy to find an extraordinary amount of useful information."

Magazines were judged on five criteria:

• quality of writing,
• value to the reader,
• editorial organization,
• interaction with readers, and
• layout and design.

The editors of ASBPE’s Magazines of the Year, Laura B. Gschwandtner of Selling Power and Lori Cioffi of Meetings & Conventions spoke to attendees at our national conference on June 22 about what makes them editorially successful. The following Q&A highlights some of their concerns and strategies. Does it sound familiar?

1. Name three issues you grapple with every day.

Gschwandtner

a) What do readers want that we are not giving them?

b) How can we enhance the editorial content to make it a richer, more useful mix?

c) How can we use the power of the Internet to lasso information relevant to our market?

Cioffi

a) Producing a growing number of editorial pages.

b) Handling pre-press in house.

c) Developing ancillary products while managing the magazine and Web site.

2. How do you resolve each of them?

Gschwandtner

a) Surveys, both online and by mail.

b) Talk, brainstorm, look around at other magazines outside our field, attend trade shows.

c) Surf, surf and surf some more.

Cioffi

For all of the above, we have relied on a combination of things: We’ve hired freelancers, added a staff person and just plain buckled down.

3. What are your concerns for the future of editorial?

Gschwandtner

Every five years some aspects of the professional sales field totally change.

In the mid-’80s, sales force automation (SFA) began. By the early ’90s, it was accepted but still not completely implemented. By the late ’90s, it had transformed to what is known as "customer relationship management," and SFA was out.

Now the Internet has become a major force for professional selling. We have to look ahead to see what is coming and not be caught napping while the market shifts under our feet.

Cioffi

Retaining quality staff and ensuring our editorial standards apply to all new products.

4. What makes your publication editorially successful?

Gschwandtner

Continuous improvement over time, attention to detail, sticking with our how-to focus, making the magazine totally relevant to readers.

Cioffi

Experienced staff with a passion for the product and an understanding of our readers’ needs.

5. What other tips do you have for editors?

Gschwandtner

Always use the active voice. Cut articles down to the essence. Offer as many sidebars and other short entry points as possible. Stay close to your market.

Cioffi

Trust your gut, be willing to take risks, and always strive to improve your product.

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