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the layout,” she says. “For example, we had this ad for
a gin company. We put it opposite an article about a
notorious alcoholic.” Likewise,
Blue
may place ads for
climbing shoes next to an article about rock climbing.
Editors and designers are careful not to pander to ad-
vertisers unnecessarily; they simply pair concepts to
help readers get the most out of the grouping. “It’s al-
ways clear that the ads and editorial are different,”
Schrier says. “We make them sufficiently distinct.”
Advertisers’ exhilaration at such placement often pays
off for
Blue
’s editors and artists, who see better syn-
ergy with their design in the ads that clients submit.
“We promote adventurous graphic design, and that
rubs off on the advertiser,” Schrier says.
The most important thing to remember when grappling
with this problem at your own magazine is to make
sure all staff members understand and agree about
what it takes to build and maintain a branded de-
sign—even if it means turning away an ad that doesn’t
fit with the look.
opposite, left and below
Advertisers and
*Sur-
face’s
editorial content
take inspiration from
each other—or maybe
their ways of viewing the
world are similar. Many
ads in the magazine use
the same moody, esoteric
photography as the mag-
azine’s fashion spreads.
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