The Snowball Effect
You can't write a prescription for style. You can, however, create a recipe for success inside an 8x10˝ trim. For Bradford Fayfield, the 29-year-old editor and publisher of Freeskier magazine, a Storm Mountain Publishing venture, success and style are synonymous.
Skiing, explains Fayfield, is a lifestyle, not just a sport. Since the magazine's launch three years ago as ski gadabout, the brainchild of this Northwestern University grad and his fellow U.S. Ski Team member, Chris Tamborini, not only found a niche just when snowboarding gained popularity, but cut a new one for extreme skiers.
Tired of the conservative coverage ascribed to the now-defunct Snow County magazine, Freeskier's debut looked more like an MTV plug than a first-run attempt at publishing. Featuring decked-out ski bunny Cindy Crawford stealing the American flag from Olympic gold medalist Jonny Moseley, the first cover of Freeskier waxed the attention of 65,000 18-to-34-year-old ski enthusiasts in North America. Since then, the Boulder, CO-based magazine swiftly churns out news about the endless parties, premier events and images that shape the lifestyle. During 2000, production similarly ramped up adrenaline with a new computer-to-plate (CTP) workflow.
Once upon a slope...
When Fayfield sat down one morning with American Web's executive vice president, Clarke Fine, he remembers the conversation coming down to two important questions about whether to go CTP: How will the magazine look? What will the advertisers say?
Fine made promises that day that Fayfield says were right on target. Not only would the magazine's 70 percent graphic content look better because of exact dot replication, but prepress time would be 40 percent faster, and advertisers would jump at the chance to do away with film.
"In general," says Fine, "publishers can expect a two-to-three-percent dot gain from conventional film and plate preparation," whereas CTP technology enables a first-generation dot and more narrow gain. Fayfield, a man as concerned about aesthetics as he is content, embraced CTP.