Magazine article Folio: the Magazine for Magazine Management

This Month: Functional Ingredients

Magazine article Folio: the Magazine for Magazine Management

This Month: Functional Ingredients

Article excerpt

EACH MONTH, Functional Ingredients faces a challenge--to create a visually appealing cover while showcasing a topic that doesn't necessarily lend itself to an exciting image. Most of the time, says Brenda Gallagher, the magazine's graphic designer, she and Peter Sofroniou, the magazine's editorial director, get together and discuss which articles work best visually, staying away from stories about powder, paste and other elements.

But in March, the magazine was holding its tradeshow, which presented "an excuse to get away from ingredients," Sofroniou says. The story they chose to highlight on the cover was about sports nutrition so they wanted to feature an athlete but without "getting caught up in what kind," says Gallagher.

"We wanted it to be slightly abstract, to show the benefit to any athlete," Sofroniou says. "We didn't want it to look like a sports cover or a running magazine."

The main image came from iStockphoto.com, a member-generated portal of for-purchase stock photography, illustrations, flash files and videos that Gallagher swears by. "We have a very limited art budget, and the magazine needs to be turned around quickly. Their images are inexpensive which can lead people to think they're not high quality, but in my experience they are," she says.

Once she chose the photo, she increased the page board, pulled the lead out and adjusted the size so there wasn't, as Sofroniou says, "so much focus on his butt."

At first, Gallagher included a shaded bar along the bottom with fruits and berries--ingredients mentioned in the story--but found it took too much away from the central image, so she took it out. For the following issue, the magazine dutifully went back to ingredients, with gingko and ginseng on the cover.

Have a unique "cover" story? Contact FOLIO: Assistant Editor Joanna Pettas at jpettas@red7media.com.

MAG STATS

ISSUE: MARCH 2008

FREQUENCY: 11 TIMES A YEAR

LAUNCHED: JANUARY 2001

CIRC: 12,500

EDITOR: PETER SOFRONIOU PUBLISHING COMPANY: PENTON MEDIA

GRAPHIC DESIGNER: BRENDA GALLAGHER

"The unique image perspective works well but is disconnected with the main headline. …

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