'
Industry magazine
transformed

10 cover examples

 

A “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.

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; and 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 09/03.

 

In 1999, when I was the editor of Medical Product Manufacturing News, a tabloid magazine published by Los Angeles-based Canon Communications,3 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

The magazine looks fabulous. Everything is visually appealing. I always get excited to bring it out. People love it. Something new; we moved with the times. This really did it. People are excited to see it!

Shelley Cooper Canon Communications3 account executive (recorded 07/01)

  1Unfortunately, following the loss of William, first, and then James in 09/03, the MPMN marketplace value deflated. In other words, absent either William or James (read: talent!) (note likewise absent was editor Sparrow2), it’s distinction, the excitement, industry interest, enthusiasm and ad sales together took a nose dive and MPMN again lost money! (Credit goes to retrogradation design “director” Thomas M who’d retaken control of the magazine and bungled it.)

2 Please note  Emerging Technologies example pages were developed by editor-in-chiefNorbert Sparrow who followed William Leventon.

3UBM Canon (formerly Canon Communications) is a leading publisher, trade show producer and digital media company for the nation’s technology-based manufacturing industry, including medical device, specialty packaging, materials processing, automated assembly, electronics, quality control, plastics processing …

 

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. (“The impression of being just press releases.”)

Personality? Absent.

Result?  A commonplace (“really just blah”) money loser!

Credit goes to art department “supervisor” and traffic manager (his forte) cum “director” Thomas M whose design talent and leadership ensured MPMN’s original poor showing (and eventually likewise hobbled W+J’s popular transformation).