Builder

Folio: The Magazine for Magazine Management, April 1, 2000

PANELISTS: Michael Grossman, creative director/partner, Meigher Communications, and an editorial/design consultant. Diana LaGuardia, art director, Gourmet.

Grossman

COVER DESIGN

The new logo works. As for images, it's hard to know with only two issues to look at, but if this indicates a switch from faces to homes, it seems a smart move. If so, given the lack of a close-up, a larger main cover-line would provide a needed focal point.

TYPOGRAPHY/GRAPHICS

The type was not bad before, but now really pops. Narrow measure columns in FOB shorts are used well. One lament: Although overly dominant, the color-coded folio tabs on the old design clearly distinguished editorial from ads/advertorial, a must in this high-mix book.

ACCESSIBILITY

Only one aspect of the old design might be missed: the unusual subject-driven structure, which has been abandoned in favor of a conventional FOB department/feature breakdown. In a book this large and ad heavy, it's now harder to know where you are.

COMMENTS

Overall, an example of solid magazine making--smart, appealing typeface choices; improved art; plenty of lively, intriguing pages. Just a slightly too-varied format, given the amount of advertorial content that could be confused with actual editorial.

LaGuardia

COVER DESIGN

The larger format and the white in the logo have tremendous impact. The "product" photograph suggests a stress on service, which is delivered bountifully inside. Smaller and more numerous coverlines act as a menu, increasing the sense of value in the buy. The image, from portrait to house, conveys a more nuts-and-bolts message.

TYPOGRAPHY/GRAPHICS

There is a strongly masculine feel throughout the magazine, which works successfully against very aggressive advertising. The boldness of the typography signals editorial from front to back. Floorplans, charts and animated business graphics satisfy the need for service.

ACCESSIBILITY

Strong headline treatments, subheads, call-outs and captions all work well in engaging the reader. Clearly, the layouts are driven by content, which is very refreshing. And the forms the layouts assume are clear, well focused on delivering the information. "Charticles," financial and other graphs are designed to deliver lessons from the pros.

COMMENTS

The repackaging of Builder renders it bolder, more solid, closer to the spirit of the subject. There is an editorial urgency established in the front of the book, reinforced by the photographs--which are "heroic," larger than life. Some of the feature treatments are too advertorial, corporate report-like, slowing down the pace. May be intentional.