Industry magazine
transformed

10 cover examples

 

Fresh, strategic, passionate, above all valuable makeover of MPMN “product tab” created and produced by guest editor-in-chief William Leventon (graduate engineer, longtime technical and medical magazine writer and editor) and art director James Schlesinger starting from 11/99.

Deliberately energetic, inviting, enjoyable, innovative, expressive, surprising, colorful, and entertaining. Furthermore substantial, aspirational, proactive, responsive, rewarding and important. An increasingly promising, responsible, evolutionary and competitive industry source for news, opinions and marketplace.1

Exceptional product focus and display (e.g. every 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?  The publisher’s most profitable magazine!1

Credit goes to 1) Editor-in-chiefWilliam Leventon who A) persuaded Canon Communications editorial director/vp ◳John Bethune to transform MPMN William’s way (to make it wonderful) and B) engaged Canon staff designer James Schlesinger to collaborate on the redesign. 2) Art director James Schlesinger in toto solo (!) art direction, design and production of MPMN covers, feature and editorial pages, illustrations, Photoshop-imaging-composites, image compositions, 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.
WLeventon

1 Unfortunately MPMN’s marketplace value deflated following the loss of William, first, and then James in 08/03 who together had created MPMN’s force, ambition, originality, tone of voice, competitiveness, high production values, inimitable  élan and the like: Industry enthusiasm and bountiful MPMN space sales income sharply declined.

Note   Emerging Technologies pages were developed and written by editor-in-chiefNorbert Sparrow who followed Leventon.

Hapless
original

 

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

Produced by Canon’s
“art department” isolated 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
money loser!

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