San Francisco Magazine Redevelopment

July 2005 - February 2006
Recently the venerable San Francisco magazine was acquired by Modern Luxury, a chain of fashion glossies headquartered in L.A., and I was asked to consult as development editor on the magazine's subsequent reformatting and redesign. The Bay Area is a competitive media market, and the readership is not typical for a city magazine. (The majority of subscribers, in fact, come to it through a longstanding marketing deal with the local public television affiliate.) Under editor-in-chief Bruce Kelley, San Francisco has beaten the editorial odds, winning a National Magazine Award, for instance, for a coverage of mismanagement at the Presidio Trust. The task here was to provide an environment in which the magazine's business side could be as successful, and to remedy a few gaps in the book's approach to its audience.

I organized editorial focus groups and strategized content, then concepted, assigned, and edited new departments and features. The relaunch issue was San Francisco's most profitable ever, and my understanding is that the new magazine -- modern, lush, photo-driven -- has had no trouble attracting advertisers. This PDF contains sample layouts with occasional annotations.


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San Francisco Redevelopment