PRINT MAGAZINES mean you can forget the elevator pitch. It’s hard to get even a minute of people’s time. With a custom magazine you’ll have at least 25 minutes to speak directly to your readers and share stories about your organization’s successes and aspirations. Engage your readers and they’ll want to come along for the ride. Tell them the story that says so much about you.
We can create standalones that commemorate a milestone and one-pagers that piggyback in our proprietary titles, reaching Western Canada’s premier business audience via Alberta Venture and Alberta Oil. We can reach your association members, recruits or donors and speak directly to them – once, twice, 12 times a year – thanks to the expertise of our circulation department.
Create a magazine that will find a new life – and another audience – in an app version.
In 2012, the Stollery Children’s Hospital Foundation came to Venture Publishing and asked us to take over and recreate its magazine. Heroes is a quarterly distributed by mail to donors, fundraisers and Stollery Children’s Hospital networks, and through controlled distribution to the broader public. Prior to coming to Venture, the magazine was written and edited in-house by foundation staff and designed by an external design firm. The magazine was taking too much effort and time from staff, was not meeting quality standards, and was too expensive.
Venture’s custom content team met with the Stollery Children’s Hospital Foundation staff and took them through a visioning exercise to understand the purpose, reach and desired voice of the magazine. We developed a survey that the foundation sent to a random sampling of magazine recipients, to ascertain the reader satisfaction level. From this information, we developed an editorial mandate.
We did a complete redesign of the magazine, revising the architecture, design and colour palette to better serve the goals of the foundation. We reviewed and refined the foundation’s distribution strategy to ensure the magazine was reaching the right audience.
Venture’s custom team now develops and edits all content, commissions or executes photography and illustration, designs and produces Heroes magazine, manages the printing and the distribution and produces a digital edition as a companion to the print publication.
The client is very pleased with the process, the quality of the magazine and our ability to reduce the cost and time impact on the Stollery Children’s Hospital Foundation. Anecdotal feedback from donors has been extremely positive. Throughout the magazine are kicks to either the foundation website or partner fundraiser websites and the client reports increased traffic to the cited webpage after we distribute the magazine. We conducted a second readership survey in the fall of 2014, to measure results against the benchmarks set before we took over the publishing of Heroes, and were gratified to see an increase in recognition of the magazine and reader engagement as well as significantly better understanding of the role of the foundation and how it uses the money it raises.
We worked hard to engage Stollery Children’s Hospital Foundation staff. The CEO of the foundation was new to the organization when he approached Venture and he wanted to ensure that the staff was engaged in the process and product. We continue to review each issue to gain foundation feedback and proactively improve the magazine.
THE RESULT: Readers learn what the hospital does better than anyone, what the bragging points are and how to keep the momentum up. Heroes demonstrates what excellence in pediatric care is, and it introduces readers to the medical and other staff that help achieve it. It reports to donors, thanks them and encourages investment. Heroes creates and engages a community that is focused strongly on facilitating world-class pediatric care.
Contact us to see what we can do for your publication.