Magazine article Folio: the Magazine for Magazine Management

Seeking a Broader Audience

Magazine article Folio: the Magazine for Magazine Management

Seeking a Broader Audience

Article excerpt

At 100 years, with barely a tweak to its pages and still going strong, Christian Science Sentinel has taken a new direction. In January, the magazine for followers of faith healing redesigned and broadened its focus.

"We felt we already had a message that people would be interested in--the resurgence of spirituality in the nineties," says Bill Moody, CSS' editor. The former teacher and practitioner, who wants to welcome more readers into the Sentinel flock, says the new banner tagline, "Watching the world from a spiritual perspective," is an attempt to attract followers of the recent trend toward spirituality to the 52,000-circulation title.

Initially printed on broad sheet, the Sentinel went to a digest form during World War 11, enabling troops in the trenches to easily get their weekly dose of spiritual healing. After the war, readers still responded to the portable size, so the Christian Science Publishing Society kept the book at its small size.

"But, it stayed like that for too long," Moody says. "It was really time to make the magazine more contemporary, in both format and presentation." After working with Boston-based design firm Brady & Paul Communications, Inc., the society for the first time hired an art director, placed four-color photos on every page (a departure from its previous totally black-and-white format, which had only an occasional illustration), and went to a standard size. Says Curtis Schneider, Sentinel's art director: "They [the magazine] wanted to make it on newsstands, so you have to be the same size as everyone else, and you have to look good like everyone else. …

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