I recently saw Avatar. What a logistical tour de force—watching the 10 minutes of credits that followed, I asked myself: Did anyone get sick? Was there a budget crisis halfway through? Did props get lost on their way to New Zealand, where the film was shot? The complexity of the production made me think about the fashion shoots I oversee for Four Seasons Magazine.
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.
Susan Weissman
Susan is editor of Four Seasons Magazine.
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