While I think the sudden advertising slump is an overreaction to the financial crises and should revise upward, many economists predict we'll stay in a recession until late 2009 at the earliest.
Many businesses cut back during tough financial times. We're doing the opposite. We're investing in our future, which will impact income short-term, but help us compete long-term.
Here's the plan: We're refining our print product by changing our frequency to six times a year. We'll cease publishing our mix of three multi-topic issues, four exclusive annuals and a hybrid issue. After our 50th Anniversary issue (March/April 2009), every issue of CA will contain feature articles, columns and award-winning work from one of our annual juried competitions. This will bring editorial consistency, save natural resources and give our subscribers more of what they want in every issue.
We’re also rearranging our issue schedule, which will take us two years to complete fully. Here's what we'll publish the rest of this volume year:
March/April: Special 50th Anniversary Issue
May/June: Interactive Annual plus features and columns
July/August: Illustration Annual plus features and columns
September/October: Photography Annual plus features and columns
November/December: Design Annual plus features and columns
January/February: Advertising Annual plus features and columns
For the rest of 2010, we'll move each Annual up an issue to make room for a sixth competition on typography (with the selections appearing in the January/February 2011 issue). The net result will be more feature articles and more award-winning work.
Starting in March, 2009, we're also enhancing every subscription by providing free online access to every feature and Annual winner we've published in the last 5 years—approximately 7,500 projects. This will be supplemented with every subsequent issue.
This premium content will also be available as a stand-alone subscription, which we think will be popular with international creatives who've found our overseas subscription price prohibitive and with those who would just like to have access to the content online. We're currently looking at different pricing models and I'll explain the details when we launch.
We've also improved our customer service by providing real-time updates for subscribers. This is important for new subscribers who want to gain instant access to our online premium content. Unfortunately, Kable Media Services, our former subscription fulfillment service, didn't have this technical capacity, so we've moved to ICN Fulfillment in Langhorne, Pennsylvania.
We're excited about these enhancements and hope you continue to find CA a valuable resource for creative inspiration. Our credo remains the same: "A magazine is not a piece of property like real estate. It is only a franchise to sell subscriptions and rent advertising space. That franchise is granted by you the reader."
It is with a deep sadness that I acknowledge the passing of several influential people this last year:
John Cleveland, 68, was an award-winning designer from Los Angeles whose work encompassed graphic programs for numerous clients. A past president of the Art Directors Club of Los Angeles, John was a judge for us in 1976, 1981 and 1986.
Lou Dorfsman, 90, was the creative director for CBS for over 40 years and set the standard for creative excellence in corporate communications by helping to develop what we now term branding. Lou was also a great friend of CA. Whenever we needed a last-minute judge, Lou would come without hesitation, judging for us in 1962, 1966, 1971, 1973 and 1976.
Hal Riney, 75, created numerous memorable campaigns in his nearly 50-year career for clients including Crocker Bank, Gallo Wines, Perrier and Saturn Cars at Ogilvy & Mather and at his own agency, Hal Riney & Partners, both in San Francisco. Riney was also a member of the “Tuesday Team” that helped reelect Ronald Reagan and lent his voice-over talent to hundreds of commercials. Despite claiming difficulty managing people, Riney's office fostered numerous talents who would go on to form over two dozen agencies. He was also a judge for us in 1967 and 1976.
Tony Schwartz, 84, a multi-talented media consultant, changed political advertising forever by helping to create the infamous “Daisy” TV commercial for Lyndon Johnson’s 1964 presidential campaign. A professor of media studies, sound designer, media theorist, author and radio host, CA published several articles on his work in 1968, 1969, 1973 and 1988. —Patrick Coyne ca