In Inc. With the Times

Folio: The Magazine for Magazine Management, Nov, 2001 by Michael Grossman

The 22-year-old publication gets its first major redesign, with bolder type, bigger and better images, strongly defined sections and a style that takes advantage of its family ties to Fast Company. Critique by Michael Grossman, editor-at-large, Time Inc., and a consultant to Nerve, Saveur and Garden Design.

COVER DESIGN

The old design took the brevity of the magazine's name as an opportunity to use the upper-right-hand portion of the cover for art, for additional lines, for white space. Counterintuitively, and to brilliant effect, the new design makes the three letter name the biggest logo in publishing. Even the magazine's new half-an-inch-wider size can't fully accommodate it. You certainly will not miss this title on a crowded newsstand.

TYPOGRAPHY/GRAPHICS

Leaving Bureau Grotesque (a striking but very nineties typeface) behind was a good move, but on pages where the more distinctive Giza slab serif type isn't used, the somewhat generic sans serif typography gives an ad-like feel. That's a real problem in this book, since the editorial contends with not only a high mix of advertising pages, but (in this issue) six flow-busting advertorial packages.

The new look benefits greatly from more editorial pages, nearly twice the count of the previous issue. Wisely, full-page or larger images are up from four to 28, and even secondary images (which had tended toward the postage stamp) are larger and more compelling. Illustration is used more liberally.

ACCESSIBILITY

The demarcation of the book into strongly defined sections is a big plus, although the ad/advertorial placement often obscures the architecture. The bigger, bolder display type makes every page more of a draw. One complaint: The lack of subheads on many of the front-of-book stories may result in a cleaner look, but stands to leave many worthy items unread.

COMMENTS

Usually a redesign overseen by an incumbent editor tends toward the cosmetic. Longtime editor George Gendron is to be commended for embracing so much change. Repackaged sections such as "Incubator" (nice title!) and "The Inc. Life" add urgency and heft. The magazine has gone from a pleasant but somewhat sleepy publication for someone else, to an energetic (if slightly choppy) must-read. One does, however, look at this book and say: Wow, these guys are going to provide some real competition--for Fast Company.

Inc.

G J USA Publishing

VICE PRESIDENT AND PUBLISHER

Gordon Lee Jones III

EDITOR IN CHIEF

George Gendron

DESIGN DIRECTOR

Patrick Mitchell

MISSION To be a faster-paced, energetic read, with high-impact graphics and larger photos.