Adams Publishing Companies of Palm Springs, California, has purchased Solid Waste Technologies from Kansas City, Missouri-based HCI Publications, effective in December

Folio: The Magazine for Magazine Management, March 15, 1995

For nearly 30 years, Cahners Publishing Company's Bakery Production and Marketing was a horizontal book straddling two markets: high-volume commercial bakeries, such as Pepperidge Farms, and small retail shops. The problem was that by emphasizing one market over the other (alternating each month between the two), the magazine lost some of its appeal. To give both markets equal coverage, Cahners decided to either reposition the book or create two separate publications.

After surveying the magazine's audience, Cahners repositioned Bakery Production and marketing, making it a vertical product-based magazine focusing more on the actual baked-goods themselves and the new ingredients, trends and how-to information that readers said they wanted. Then, to complement this new approach, the company last August introduced Bakery Production and Marketing Showcase, a quarterly, sales-driven tabloid targeting suppliers.

The redesigned main title now features bright covers to convey a "fresh bakery look and more of a consumer feel," says chief editor Dan Malovany, noting that Bakery Production and Marketing is a highly graphics-driven tide in which editorial sometimes blends into art, with article leads occasionally doubling as decks.

Other new graphics that add to a consumer look: 1) An accordion design for departments. The idea here is to slot bits and pieces (eg., calendar events or an ingredient item) within a basic structure, allowing a department to shrink or expand according to imposition changes. 2) Pillars. Every issue divides into four standard baked-goods categories, or pillars, with each containing articles ranked in order of importance (major features, to less in-depth pieces, to quick reads). Flexibility in book size is achieved by adding or taking away from those pillars, while still providing an overall balance of category coverage. 3) Art-based sidebars and "fast facts," info bytes large enough to provide value at a glance. 4) White space and frequent use of display-type script to give a fast-paced, contemporary look, and the word "Bakery" on every editorial page to emphasize product over industry.

Art director Kaddeen Raymer and managing editor JeanMarie Sullivan executed the changes.