We always start the discussion with a new client by asking about your goals for this redesign and why its a priority now? And more often than not, there are no goals that are measurable.
Results of freshening up or contemporizing a look/feel are ultimately evaluated by the publication team, and because we have an enjoyable and invigorating process together, our firm and our client teams are usually happy at the end. But, that’s subjective. Should a magazine redesign have more objective, even measurable goals? Heck, yes!
Can You Determine the ROI of Your Magazine?
Gone are the days when few things could be measured. Gone are the days when you were left edu-guessing because there was no way to be sure. And happily long gone are the days that you spend the kind of resources that a publication demands but you don’t know your ROI. Why not take advantage of what you can learn to make your publication perform better for you?
Here’s what we commonly hear for reasons to redesign:
- We changed the name of the publication
- Two years ago, we budgeted for this redesign
- It’s been 10 years, we need a refresh
- A readership survey gave us mediocre scores on design
- Our organization is changing and the magazine needs to better align with our new business model
- We have learned more about our audience from our analytics and our magazine content needs to adjust
- Our editorial team has had some turnover which finally allowed us the authority to redesign
- Our publication looks dated
All compelling reasons, but not all measurable. So, we’re creating an ebook that includes commonly cited reasons for a redesign along with suggestions for how that need can be correlated to goals that can be measured. And why does it matter? To determine the ROI of your publication is a good reason, but it is , of course, a means to an end. The end being to achieve business goals with your content. Want more members? You should be able to track the path from your magazine content to more members.
We’ll share examples of some compelling and fun ways to announce and share a redesigned pub. And we’ll get to that nail biter issue of how much should it cost.
The cost of a magazine redesign
I am not going to make you wait for the ebook for this. It depends, of course, on the scope– how much restructure of content, how much research, how complex of a magazine structure – but typically association magazines fall in the $20,000 to $45,000 range.
How to blow a magazine redesign (and waste precious budget)
Easy to do. Just approach a magazine redesign in the same way it was done ten years ago. Start with vague, unmeasurable reasons for a redesign, and you’re bound to not achieve anything measurable for all of your efforts. Tip: editorial teams can collaborate with their membership and marketing teams to develop realistic goals for the redesign that can be measured to determine the success of the project.