Step 1. Define why you need to redesign Is your publication meeting reader expectations? Are the design and editorial working as a cohesive package? Is there new direction driven by the editor to be considered? Are there budgetary concerns? Assess the publication from the point of view of all departments: editorial, design, advertising, and circulation.

Step 2. Get Everyone’s Buy-in A successful redesign comes from positive collaboration. Work with all pertinent departments to develop a plan to achieve your goals.

Step 3. Complete Market Research Find out who your readers are. What other magazines and newspapers are they reading? What Web sites and blogs are they visiting? What TV shows do they watch?

Step 4. Determine the Scope of the Redesign Based on the scope of the project, what’s the best way to execute the redesign? Are you looking at minor changes or a complete overhaul? Can you execute the redesign in-house or do you need to outsource it?

Step 5. Set a Schedule and Commit to a Launch Date Whether you do the redesign in-house or outsource it, you will need time to review the design with your staff. There will be lots of back and forth, so be sure to set a realistic timetable to accommodate input from all interested parties.

Now you are ready to kick off the actual process…

Attend the Folio 2008 conference in Chicago, Ill., to hear what happens next. Creative Director Kelly McMurray will lead the session titled “The Six Steps to a Successful Magazine Redesign” on September 23 at 9:45 a.m. Visit Folio Show for more information and to register. Can’t make it? Email me, and I’ll send you a copy of the lecture.

Beyond the Redesign
1. Ongoing Consultation. Expectations for after the completion of the project should have been established at the onset of the process. Once that first issue is off the presses, what role will the design firm play? Consider setting up an ongoing agreement for at least the first few issues. No matter how thorough a redesign is, there may still be details that need to be addressed. Having the design firm review pages for design- related issues is always a good idea. Another solution, depending on staffing and financial resources, is that you may decide to outsource the design entirely.

2. Additional Resources. Don’t limit the design firm’s role to only design. Based on how the new design is being implemented, you may find that you have to make some staff changes. Consider working with the design firm to recommend candidates, review portfolios, and consult on the design for a smooth transition.

3. Keep in touch. Communicate about competition entries and press coverage to make the most of your relaunch.

The Redesign
1. Planning and creative strategy. Kick the project off with an in-depth meeting to review mission, audience, advertisers, circulation, distribution, products, current design, goals of redesign. The design firm needs as much information as possible to create a successful design. Do not rush this meeting. Take time and make sure all of the key players are in attendance.

2. Redesign process. This is one of the hardest points of the process for the client and the most rewarding for the design firm. The publication team has done its work: researched and interviewed design firms; selected a firm; gathered and prepared materials noted above; and held an in-depth strategy meeting. Now it is time to let go and let the design firm do its job.

3. Presentation expectations. When it’s time to review designs, make sure the significant components of your publication (logotype, cover, table of contents, departments, columns, anything that is unique to your publication) are included in the initial presentation. This information should have been clarified in the Request for Proposal so there is no miscommunication.

4. Deliverables. After the design has been reviewed, revised, and finalized, the design firm will create templates with style and color palettes and an in-depth style guide—these are must-haves at the completion of a redesign. Do not cut corners and accept only designed pages that the in-house design team to decipher.

5. Launch issue. To ensure the most complete redesign, work with your redesign firm for at least the first issue of the redesign. If budget allows have them design the first issue as an off-site art department so they can work through any last-minute, unexpected details. At minimum, have the firm review PDFs during the design process to ensure that the templates and style guide are being followed appropriately.

The Decision to Redesign
1. Have an internal discussion about why you feel it is time to redesign. Define why you feel your publication needs a redesign. Look at the questions above and open up a discussion with your key stakeholders. Don’t redesign your publication purely because you want to update the aesthetic, a thorough redesign takes into consideration design, editorial, production, and advertising.

2. Get your team (art, editorial, production, and sales) on board. A redesign takes effort across the board. Make sure everyone buys in.

3. Define your objectives. Is the publication aligning with the business plan? Is the publication still enforcing the mission? Are you meeting reader expectations? Are you losing readers to other media?

4. Complete market research. Who is your readership? What other publications are they reading? What other resources are they using? What is your readership reacting positively to? What are they not responding positively to? Who are your competitors?

5. Create a Request for Proposal. Including, but not limited to, the following: publication mission, definitive scope of work (including versions), software/technical requirements, deadline, samples, desired launch date, and budget.

6. Research design firms. Review publications you admire, call editors and art directors for referrals, review annuals, and organizations listings (Folio, SPD, ASME), conduct Internet research. After you have a list of contenders, conduct initial interview, with a quick review of project, and budget. Also note how you felt the discussion went.

7. Distribute RFP/select design firm. After selecting three to five design firms, distribute your RFP package, arrange for proposal presentations, contact references, and select the firm.