Pretty Face

Many publications like to talk about how good they look. Every couple of years they undertake what is touted as a major overhaul to allegedly make their publications more reader friendly (whatever that means). When the new pretty face is ready to debut, the editor typically devotes his or her editor’s column to the “exciting new look.” They wax eloquently about such things as new typefaces, bolder headlines, style changes, and new features. At Credit Union Times we think our 53,000 readers could care less about such in-house details. Make no mistake about it, we make changes, too. But our editorial and production staffs prefer to let the look of the book speak for itself 51 times a year. How a publication looks is very important. But what really matters is editorial content. That’s what makes paid subscriptions, display, and classified advertising go up. -