Managing a Mission
Time produces the magazine, which includes stories repackaged from articles that have appeared in People, Life, Coastal Living and other Time publications. "They submit possible story ideas to our editorial staff, and our editors make sure the stories coincide with our mission," says Jaworski.
The HSUS creates the president's letter, the "Tips from the Other Family Doctor" column, HSUS house ads and an insert, using QuarkXPress, Adobe Photoshop and Illustrator. "The insert is trimmed short (to make it stand out), and is produced in-house at The HSUS. The insert, 'Animal Update,' lets members know what we're doing—what our major campaigns are, some consumer issues, some information about pet behavior, for example, or a list of things poisonous to pets. Those eight pages are heralding our successes and letting people know what their donation dollars are achieving," says Jaworski.
All Animals doesn't accept outside advertising, but readers will see ads on a number of pages in each issue. These are house ads or advertisements for HSUS business partners. For example, one ad for MBNA promotes an affinity-program credit card offered to HSUS members, where a percentage of every purchase made with the card goes to The HSUS.
The HSUS uses Markzware's Flightcheck to preflight the files for the insert and all ads, before sending them off to Time. "Time sends us three rounds of color proofs of pages they're creating … There are several back and forths," says Jaworski.
The staff at Time handles production and works directly with the printer, Perry Judd's, which The HSUS selected. "Perry Judd's had been printing our membership magazine, HSUS News, for 18 years prior to the Time Inc. Custom Publishing partnership. … In our negotiations with Time, we requested they stick with Perry Judd's—Time had a relationship with them among the many printers they work with anyway," says Jaworski.