A World of Details
Top of mind for every editor should be serving one’s audience. But that’s sometimes easier said than done, especially in the area of custom publishing, where an editor needs to be sensitive about the appropriateness of content for an audience of consumers who are loyal to a brand. In my case, as executive editor of Four Seasons, I create print and digital content for guests of the luxury hotel and spa brand. Needless to say, they’re affluent, well educated and worldly. The worldly part is what makes things tricky.
Posted By: Susan Weissman
Hearing From You
Sometimes we can surprise ourselves. Just recently it occurred me that even after 26 years at the helm of a consumer publication, including a dozen years as editor of US Airways Magazine, I get great delight in hearing from readers.
Posted By: Lance Elko
Magazines Suffer
Yes, there are exceptions, more or less: Oprah’s O and People and a few others that have presented at least some resistance to the worst of the economic trends in publishing. But it is as if the gross downturn of revenues has not only dampened prospects, it has dampened creativity.
Posted By: Duncan Christy
Credit is Due
Ever been a victim of credit card fraud? I had to cancel one of mine five days before Christmas.
The holiday shopping season started for me on Black Friday—fortunately, I got most of it done then. Some of that shopping was done online. And while I’m not certain that it was shopping online on this day that resulted in my card being compromised, I am confident I’ve identified the merchant—thanks not to a news report but to an online community I visit, powered by vBulletin’s forum technology.
Posted By: Susan E. Stegemann
As an editor at Pace Communications, I proofread for several hours a day. That makes it hard to turn off my internal spell check after hours.
I hope my friends will agree that I keep my mouth shut when we’re at a restaurant offering “salmon stakes” or “lemmon tart.” As long as the food is delicious and the service is effective, I’m happy.
Posted By: Britta Waller
Virtually Virtual
My favorite line in the Pixar movie, Up, comes near the beginning, when the little girl explains South America to her young friend: “It’s like America…but South!”
That line came to my head when Santa gave me a Kindle for Christmas. Amazon brags that its e-reader uses “virtual ink” to make text show up against a gray background. In other words, it’s ink…but virtual!”
Posted By: Jay Heinrichs
Awards
We have been luxuriating in the warm glow that surrounds achieving success at a major industry event. On the custom content side of the business that time comes around each November when the Pearl Awards—hosted and sponsored by the Custom Publishing Council—are announced. When I worked in the ad business there was always much angst about these types of awards—which are variously seen as “great for clients,” ”great for the agency,” “self-serving,” “a great vindication of our work,” “a waste of time” or “a great morale booster.”
Posted By: Craig Waller
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Meet the Writers
Amanda Gleason
As Travel Editor for Spirit, Amanda travels to a Southwest Airlines’ destination each month to discover the cool things to do there. It’s a pretty rough gig.
Kevin Briody
Kevin is the Director of Digital Strategy, and is currently fighting a disturbing PowerPoint addiction.
Austin Morton
Austin is assistant editor for Spirit Magazine.
Bettina Johnson
Bettina is the interactive content and online community manager.
Craig Waller
Craig is one of our chiefs.
Britta Waller
Editor Britta is a Folio: award winner.
Alicia Miller Corbett
Alicia is managing editor of Four Seasons Magazine.