Offering advertisers a better alternative

Folio: The Magazine for Magazine Management, April 1, 1992 by Alan E. Sanderfoot

Being a smart marketer also means having the intelligence to recognize when your product needs improvement. In its infancy, Utne Reader sported a unique trim size that required advertisers to prepare special materials. With the March/April 1988 issue, it sized up, increasing its width five-eights of an inch. Though still 7 percent smaller than a standard-size magazine, it is a at least proportional, eliminating the need for advertisers to provide unique ads.

Although the change was well received (that issue contained the most ad pages to that point, 24), the magazine still lacked the quality paper stock and four-color presentation many advertisers expect. These criticisms were answered with the March/April 1991 issue, where Utne Reader revealed a new design, which featured a high-quality lightly coated matte paper and extensive four-color editorial. Once again, the issue set a record: 57 ad pages, providing that this smart magazine for smart readers has learned to sell smart, too.