FOLIO: Show Daily | September 23, 2008 - (Page 1) FOLIO: SHOW DAILY | SEPTEMBER 23, 2008 SHOW 08 ISSUE ONE OPENING KEYNOTE: FOLIO: SHOW 2008 W continued on page 4 LUKE HAYMAN: DESIGN TRENDS TO AVOID L uke Hayman, the renowned magazine designer responsible for countless redesigns—Time magazine and Radar among them—gave what amounted to a State of Magazine Design address during a session at the 2008 FOLIO: Show here Monday. Hayman, who served as New York magazine’s design director and currently a partner at Pentagram, outlined a laundry list of design trends to avoid. Here is an abbreviated version. 1. Don’t be tempted by color. Designers often make the mistake of presenting pages in isolation, without factoring in the ads that appears alongside editorial pages, rendering the edit indistinguishable. 2. Don’t forget to use color. At Radar, Hayman said, he utilizes “controlled color”—but conceded Radar “breaks every rule you can think of.” 3. Don’t be a font slut. “If you choose the right families, you can express a story with a couple of fonts,” Hayman said. “Be monogamous.” 4. Pick your battles. New York’s annual “Best Of” is the magazine’s bestselling issue of the year. “The editor will say, ‘Don’t [mess] it up. Just make ‘Best of New York’ really big.’” 5. Be innovative. Hayman hired a clay artist to do portraits at New York—“eight for the price of one.” 6. Don’t go crazy with Photoshop. “You don’t always need fancy computer graphics,” Hayman said. Hire the right photographer, and the images will Photoshop themselves. 7. Don’t use the same illustrators over and over. Varying artists will result in fresh designs and a desired unpredictability. 8. Don’t copy others. “But don’t worry,” he said. “Copy stuff—just don’t copy from a magazine on the newsstand right now.” 9. Copy yourself, but don’t overdo it. Esquire, he said, has made a habit of copying classic covers—such as George Lois’ iconic Muhammad Ali cover—from its archive. “They’re harming themselves, really.” 10. Don’t blame the computer. “It’s just a tool.” 1 Photo by Erich Camping elcome to the 2008 FOLIO: Show, held for the first time in the great city of Chicago. Some 1,000 professionals from all disciplines of the industry have come here over the last week to attend, and participate in, the industry’s largest gathering in the country. For the 33rd installment of this annual event, the FOLIO: editors have developed 80 sessions around the theme “Navigating Change,” and focused on providing attendees with the necessary takeaways for continuing to operate a successful magazine business. “Navigating change is an essential tack for the show because it’s an essential approach for those who want to stay in business,” says FOLIO: editor and publisher Tony Silber. “The changes are as disruptive as they’ve ever been in the magazine industry. Print is receding. E-media is expanding. Most magazine companies are set up in the opposite manner—with all their costs and most of their efforts spent in protecting print.” With that in mind, we’ve recruited nearly 100 of the industry’s most compelling and knowledgeable speakers to headline our sessions. This year’s keynote speakers are Revision3 CEO Jim Louderback; Ed McCarrick, president and worldwide publisher of Time; and David Churbuck, vice president of global Web marketing for Lenovo. MAXIMIZING THE VIDEO OPPORTUNITY “The money is going to professionally-produced content, not user-generated content.” ccording to a recent FOLIO: survey called “Your Next Generation Web Site,” 47 percent of magazine publishers currently offer video on their site. However, 68 percent of magazine publishers say they will start adding video or add more video to their sites over the next 12 months. And those publishers may be uniquely positioned to capitalize on video, maybe even more than companies that are already in what would seem like similar media, broadcast and cable television companies, according Jim Louderback, CEO of Internet video producer Revision3, who delivered the opening keynote for the FOLIO: Show yesterday. “Video on the Internet is different from TV,” said Louderback. “It’s a different experience and it’s one that draws on experience that magazine publishers already have. The focus should be on the core things people are passionate about. That sounds like specialty interest publishing.” Right now, cable and TV are doing with online video what magazine publishers did in the 1990s, and that’s shovel the same exact content on the Web, according to Louderback. Louderback, formerly editor-in-chief of PC Magazine and founder of ZDTV, has worked with both traditional and new media. “The cost of producing Web video is 10 percent of what it costs to do mainstream video,” he said. “It costs $300,000 an hour to put out something like CNN. Online, it costs me $30,000.” Viewers respond to Web content differently, just as they read online articles differently from print copy. “Internet video has an arc,” said continued on page 4 A
Table of Contents Feed for the Digital Edition of FOLIO: Show Daily | September 23, 2008 Folio Show '08 - Issue One Eddie and Ozzie Awards People on the Street 2008 Editorial Salary Suvey Webinar Line-Up FOLIO: Show Daily | September 23, 2008 FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue One (Page 1) FOLIO: Show Daily | September 23, 2008 - Folio Show '08 - Issue One (Page 2) FOLIO: Show Daily | September 23, 2008 - Eddie and Ozzie Awards (Page 3) FOLIO: Show Daily | September 23, 2008 - People on the Street (Page 4) FOLIO: Show Daily | September 23, 2008 - People on the Street (Page 5) FOLIO: Show Daily | September 23, 2008 - 2008 Editorial Salary Suvey (Page 6) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 7) FOLIO: Show Daily | September 23, 2008 - Webinar Line-Up (Page 8)
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