Next week @Issue is relaunching itself; not to become something entirely new, but to return to what we saw as our editorial mission back when we started in 1994. For the first 15 years of our existence, @Issue: Journal of Business and Design was solely a print publication dedicated to demonstrating how good design is a major factor in establishing brand distinction, product desirability, customer loyalty, and ultimately business success. We featured in-depth case studies on brands that used design skillfully, and positioned ourselves as a bridge between business and design. At our peak, @Issue enjoyed a circulation nearing 100,000, with an avid following of designers, mar-com managers, corporate executives, printers and the like.
Then in 2008, the financial market collapsed, and with it our funding. To preserve the equity of our brand, we decided to publish online, which we have been doing ever since. This relaunch of @Issue online is intended to reintegrate some of the content that we had in print. We aren’t giving up the features we learned to love online, but we do plan to introduce stories that are more educational in tone to become a resource for creative inspiration and a platform for the best in design. Please stay tuned.
Designing a book cover is an exercise in balance. The image or graphic has to distill the story without giving away the plot. It has to create “shelf presence” to entice shoppers to pick up the book for a closer look. It has to avoid false advertising, but can’t be boring, even if the content is. It should give shoppers a sense of the genre – suspense, sci-fi, romance, self-help, current events – but imply that the author has a unique and fascinating take on the subject. While it is true that “You can’t judge a book by its cover,” it is also true that you can design a cover that makes shoppers want to buy the book. This video from Random House features interviews with book designers from its publishing groups (Random House, Knopf Doubleday and Crown) providing insights into the complex process of creating compelling, eye-catching and meaningful book cover jackets.
Reading about this website publication, which describes itself as a “global community for people over the age of 50,” brought to mind a recent news story about the rise of “marijuana parties” thrown by aging baby boomers living in retirement villages. The 50+ crowd is a lot more youthful and hip than it used to be. Its ranks include some of the world’s most celebrated “hunks” – Brad Pitt, Colin Firth, Johnny Depp, to name a few. So, it is interesting that the only 50+ publication that comes to mind is AARP’s. Its story content feels aimed at soon-to-be geriatrics, and its advertising weighs heavily toward adult diapers, chair lifts for stairs, arthritis drugs and walk-in bathtubs. Both the design and content of the AARP magazine feel like they were meant to appeal to the generation who lived through the Great Depression and World War II. Age 50 was probably set as the dividing line for seniors around 1950 when life expectancy in the U.S. was 65.