Winner: Parenting Magazine, Parenting Early Years and School Years
Taking a big risk during one of the toughest years in magazine publishing history, Bonnier’s venerable Parenting franchise redirected its strategy for the book with two versions. Parenting Early Years targeted parents of infants, toddlers and preschoolers, while Parenting School Years was directed at mothers with children in kindergarten through elementary school.
The two books share about half of their content and are considered a single title, but the separate iterations of the brand allow editors to target both moms and their children within these two stages of kids lives. Kids and parents are addressed discretely in the “Their” and “Your” sections, allowing Parenting to underscore its dual audiences and utility for parent and child.
All aspects of the visual design of these twin books have been made inviting for both audiences. The lush full-page images drive rich captioning for an absorbing reading experience. The use of limited typefaces and a consistent natural light photographic style gives the books a unifying graphical voice that makes the reading and viewing experience flow beautifully. Bonnier took a big leap in rethinking its brand strategy for such an important title in their stable, and it may point the way forward for magazines looking to maintain reader loyalty with tighter audience targeting and more involving magazine experiences.
Honorable Mentions
Advanstar Communications – Drug Topics: Drug Topics comes up with a new prescription for its audience of pharmacists: open design, more graphical layouts and cues and a monthly experience that offers b2b content in a package that is as stylish as most consumer books.
InStyle: In this rethink of a title that was already among the most popular and accessible brands on newsstands, the print book is as searchable and easily scanned as an efficient Web site.
Jobson Medical Information LLC – Vision Monday: One of the most attractive b2b magazines is, fittingly, for the optical industry, and this full makeover put a more news-oriented strategy into focus.
Washington State Visitors' Guide: The Visitors' Guide redesign modernized virtually every visual aspect, from layout to typefaces and navigation, giving visitors a fresh sense of adventure when cracking every issue.
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