Editorial & Design
Editorial content and graphic design represent the very essence of the magazine publishing enterprise. Without effective written material and appealing design, magazines simply cannot optimize market penetration. Lexicon can help you by analyzing the degree to which the content and design of your title reflect the needs and taste of your marketplace.
Publishers choose Lexicon’s custom publishing unit not only for our award-winning work, but also for our responsiveness, attention to detail and specialized knowledge of magazine and web publishing.
Editorial development is the process of turning ideas into content. Publishers depend on a consistent flow of marketable ideas to maintain their projected level of output. In order to establish consistency, the senior editorial staff must be: on the look-out for emerging opportunities, constructively critical of past efforts and aware of the comparative advantages of their publication in comparison to competitive titles.
However, with the demands of day-to-day commitments invariable encroaching on the time available for reflection and planning, these necessities are often marginalized.
Lexicon can help fill the gaps by:
- Determining editorial strengths and weaknesses through market research
- Establishing the feasibility of entering new markets, and creating a solid planning framework for implementing expansions
- Conducting competitive analysis focusing on the relative sales performance of: 1) individual publications against those of the same genre; and 2) your entire product line against publishers of similar size
- Developing or improving the contents of departments and features, and generating numerous editorial concepts to form the basis if future issues
- Streamlining existing operations to optimize the developmental efforts of the senior editorial staff
Publication design is about the graphic interpretation of words. When carried out most effectively, design captures the essence of a publication and does something provocative with it to stimulate the reader’s imagination. By thinking about and understanding the nature of the publication to be designed, an approach can be developed which relates to its prospective audience.
The designer must think beyond the artistic side of his or her task, and sometimes beyond even the preferences of readers, to come to grips with budgetary constraints. Therefore, knowledge of both art and cost budgeting is crucial. Truly great design is the ability to balance the forces of artistic excellence, relevance and expense, all potentially in conflict with one another, to emerge with a profitable publication that demands to be picked up from a newsstand or from a subscriber’s coffee table.
Lexicon services include:
- Market testing of past and prospective issue designs and the determination of their impact on sales performance
- Elemental design analysis (cover, table of contents, features, etc.) and training, typically in a workshop environment
- Determining the relevance and cost justification for migration to automated design equipment
- Selection of suitable and cost effective suppliers of design and production services
In short, Lexicon can help to bring more effective editorial and design management to your publishing organization, allowing for improved productivity, decreased costs and a positive impact on demand and market perception.