VITAMEDIAS
Circulation Panel Discusses Reinventing Magazines: Though even longstanding magazines must reinvent themselves sometimes, there's no required way on how to go about it, according to panelists at the Direct Marketing Association's 17th annual Circulation Day yesterday at the Marriott Marquis.
While one publishing professional said that changes to his magazine were researched extensively, another said no research was done prior to her publication's changes.
"We didn't do surveys or tests, and we changed everything down to the typeface," said Jackie Leo, editor-in-chief of Reader's Digest Magazine.