A Game: Tag - You're It!

Folio: The Magazine for Magazine Management, Nov 1, 2002 by Sarah Gonser

Byline: Sarah Gonser

Taglines can provide subtle depth to a publication, says Peggy Northrop, editor of Rodale's Organic Style, whose tagline is The Art of Living in Balance. "In fact, for us, those words are the great screen on which women project themselves these days," says Northrop. Taglines provide uniqueness, says Robert Owens Scott, editor of Spirituality & Health. "The words spirituality and health were ruled too generic by the trademark board, not unique enough to give us a legal trademark," says Scott. So they devised a tagline, The Soul/Body Connection, earned trademark protection, and at the same time, articulated more clearly what the book is about. Similarly, the 30-year-old FOLIO: The Magazine for Magazine Management has now become The New Dynamics of Magazine Publishing, signifying a new editorial direction that began with the redesigned October issue.