Corner Office: Painting a New Picture
We have this tremendous reservoir of extraordinary material. The magazine documents most of the 20th century and beyond that. There are stories of [Abraham] Lincoln and Mary Todd [Lincoln]… As a weekly publication we wrote about Hollywood, Einstein. We have work by some of the greatest writers—everyone but Hemingway!
We made some recent mistakes, like trying to get by with a minimal sales effort.
We can't really work that way. Another mistake was a little too much relying on the nostalgia factor. You can sell the magazine as a nostalgia item to a certain audience but you're never going to grow doing that.
What changes are in store?
We don't want to completely go away from our roots. Piece by piece we've been making changes, so the magazine already looks very different than a few years ago. It's already bolder and more dramatic.
Next we're changing the logo, using a new typeface that's very clean and contemporary. The seraph italic logo captures the nostalgia market. The logo changed many times over the years. In the new logo, the word 'Post' is big and 'Saturday Evening' is small and in the top left quadrant. There's emphasis on the word 'Post.' It's part of the brand, but it doesn't come out on Saturday or in the evening. It will be the Post.
In the interior, the type is changed for the next issue. There are some reading and some visual pieces, some big typographical treatments, a contrast between big and small, effective use of white space. With new fonts it gives it another 50% lift. Our designer has the highest quality design sense.
The redesign will also feature a stronger and more disciplined organization of the editorial content. There will be three major subsections: Post-Its (front of book shorts, similar to the current section by that name, but absent the archival content); back of book "Your Health" and also back of book "The Vault" (which will provide a deep dive into our archival material, Rockwell and other artists plus archival photographs). Wrapped around these sections, of course, will be our usual front of book service (tech, money, food, etc.) and a feature well. Plus fiction in every issue.