Design Problem
The Swedish American Genealogist journal wanted to reach new advertisers. The same organizations had been consistently advertising in the journal for at least the past 5 years. The publisher also wished to increase advertisers in order to increase income and generate new interest in the journal.
Design Process
I took over as design editor in 2021. While advertising was not part of my purview, I offered to redesign the advertising rate sheet to make a more visually appealing marketing tool. I also looked at the recent subscriber survey and created some charts and graphics to represent demographic and interest data about the journal's subscribers.
Outcome
Before
The original advertising rate sheet contains an overwhelming number of options. The pertinent information is there, but I felt the information could be better organized.
After
I redesigned the rate sheet to include a more streamlined number of placement options with a visual representation of those options. I also added a second sheet to include demographic and interest information about subscribers from a recent subscriber survey. This rate sheet is now a more powerful marketing tool to be used to solicit new advertisers.
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