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Article: A short course in magazine rehab. (major magazine make over)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- March 15, 1997
- Author:
CopyrightCOPYRIGHT 1997 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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TO THRIVE, A MAGAZINE NEEDS TO EVOLVE. Most editors and art directors remodel their magazines--in fits and starts--every day. They're always looking for ways to focus text and graphics better, for good ideas that will add to or refine the standard menu of what they cover in every issue. But into every editor's life, if he or she is lucky, comes a magazine that requires more than fine-tuning. What I'm talking about here is hardcore rehab: a magazine that needs more than a makeover; it needs a heart transplant. That means new readers, a new direction, a new design, a new editorial focus. It's a tall order and if you screw it up, you'll be very sorry: Your readers will be ...