Industry magazine
transformed

10 cover examples

 

Valuable “product tab” makeover: Deliberately energetic, inviting, enjoyable, innovative, expressive, surprising, colorful, fresh and entertaining, substantial, proactive, responsive, rewarding and important, increasingly promising, responsible, evolutionary and competitive source for MPM industry news, opinions, and marketplace.1

Exceptional product focus and display (each featured product photo corrected to look its best).

Magnetic for readers and advertisers to
want MPMN, see MPMN, read MPMN, be in MPMN, be seen in MPMN, advertise in MPMN, and save MPMN.

Result?   Wonderful success. The publisher’s most profitable magazine!1

Credit goes to 1) guest editor-in-chiefWilliam Leventon — graduate engineer and longtime technical and medical magazine writer and editor, who persuaded the publisher’s vp/editorial director ◳John Bethune to transform MPMN William’s way (to make it wonderful) and engaged staff designer James Schlesinger to collaborate on the redesign.
2) James Schlesinger, in toto solo [!] art direction, design and production of covers, feature sections, editorial pages, product photo compositions, illustrations, photoshop-imaging-corrections-composites, page assembly for print, ... 11/99 to 08/03.

 

In 1999, when I was the editor of Medical Product Manufacturing News, a tabloid magazine published by Los Angeles-based Canon Communications, James spearheaded a redesign that transformed MPMN from a drab, unappealing, moribund product tabloid into an eye-catching magazine that was praised by readers, advertisers, and Canon staff...

The impact James had on MPMN cannot be overstated.
William Leventon

  1Unfortunately the MPMN marketplace value deflated following the loss of William, first, and then James in 08/03. In other words, absent William and/or James participation [read talent], industry interest, enthusiasm and ad space buying together nosedived!

Note  Emerging Technologies pages were developed by editor-in-chiefNorbert Sparrow who followed William.

Hapless
original

 

Underachieving original MPMN tabloid disappointed readers and advertisers month-in month-out.

Produced by Canon’s “art department” separately from
a succession of indifferent or hamstrung MPMN editors.

Undefined profile, shallow stance, perfunctory product exposure, uncoordinated-pointless-colorless art direction and graphic art.

Personality? Absent.

Result?  A commonplace (ho-hum) money loser!

Credit goes to art department “supervisor” and traffic manager cum “director” Thomas M who ensured MPMN’s poor showing.