Mag Bag: 'Prevention,' 'Atlantic' Unveil Print, Web Redesigns

by Erik Sass, Dec 20, 2012, 9:41 PM

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Prevention, Atlantic Unveil Print, Web Redesigns

‘Tis the season for revamping magazines, with a number of publications unveiling new looks both in print and online. This week brought redesign announcements from Prevention and Atlantic Media, which are both giving themselves a makeover.

Prevention is getting a new design and editorial focus, according to Adweek, which first reported the news. Led by Senior Vice President and Editorial Director Anne Alexander and publisher Lori Burgess, the redesign aims to make Prevention more relevant and appealing to its target audience of women in their 40s-60s. As part of the transformation, Adweek writes, the magazine is moving away from portraying readers as “Doctor Mom” and adopting a tone that is more “encouraging, uplifting, almost indulgent,” according to Alexander.

The redesign also includes better photography, fewer celebrities on the cover, and a price bump, from $3.59 to $3.99.

Meanwhile, Atlantic Media has unveiled a new Web site for its corporate brand, with the goal of better highlighting its digital properties, including Quartz and The Atlantic Wire, as well as the digital presence of The Atlantic magazine and National Journal. The company’s brands are showcased with a selection of stories presented in picture-tile format. Also included in the makeover is a new logo that reworks the “compass” in an eye-catching way.

Cooking Light Watermarks Every Recipe

Cooking Light is making all 79 recipes in its January-February 2013 issue scannable with a digital watermark using the Digimarc Discover platform -- and that goes for every recipe in the magazine from now on. Consumers who download the Digimarc Discover app and scan a recipe photo with their smartphone will be automatically connected to MyRecipes.com, where they can save the recipe, share with friends, build menus, and compose shopping lists. Cooking Light is highlighting the integration of digital watermarks with red icons throughout the issue.

Vice Acquires i-D

Vice, which targets the youth market with all manner of subcultural content, has acquired style publication i-D with the goal of creating a video-driven fashion channel. Vice also plans to boost i-D’s print circulation as part of a push to increase its readership in both print and digital channels. According to the companies, i-D founder Terry Jones and his wife Tricia will remain partners and shareholders, and continue to contribute creatively.

Executive Shuffle at Zinio

Zinio is shuffling its executive leadership with a number of new appointments and newly-created positions. Co-founder and longtime CEO Rich Maggiotto is assuming a new role as chief innovation officer, where he will continue to guide the company’s evolution from the technical side. Rusty Lewis, previously of private equity firm Brown Brothers Harriman, will become CEO and executive chairman. Michelle Bottomley, previous CMO for Barclay’s Barclaycard, has been named president. 

Anulewicz to Exec Director Mobile Strategy, Hyperfactory

Meredith Xcelerated Marketing has named Jeff Anulewicz to the position of executive director of mobile strategy at The Hyperfactory, MXM’s mobile division, the company announced this week. In this new role, Anulewicz will focus on creating strategies and mobile solutions that elevate and build brands to achieve visibility in a competitive marketplace. Anulewicz will oversee the teams working in the strategy and analytics areas to help drive product innovation and consulting services. His previous experience includes overseeing and launching the mobile marketing practice for Carlson Marketing, where he worked with clients like Coca-Cola, Oracle, General Motors, Ford and Microsoft.

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