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Welcome To The New Florida Trend
Why did we seek to change what by most measures was a successful editorial package? Like any business, a publication has to step back occasionally and analyze how well it is serving its customers. We began that process a year ago and, as many of you have found in your own businesses, change doesn't come easily. That's especially true as one gets older ? and Florida Trend has reached the ripe old age of 39, the longest-running statewide business publication in the country.
As you can see from the old covers, the Florida Trend look has evolved over the decades. I think this version is the most dramatically changed of all, but not without a great deal of careful thought and planning.
Briefly, we reached three significant conclusions that formed the basis for our planning. One, our core readership is the business community and we should improve and expand our coverage of Florida business. Two, as competition for the time of business people intensifies, Florida Trend must sharpen its focus and be more useful. Three, graphics should be more informative to complement the shorter, more tightly written and edited copy.
The changes are signaled on the cover by our new logo, which uses a sans serif typeface that is more visible and contemporary than its predecessor. The color block at the left of the logo clearly states our purpose: "The Magazine of Florida Business."
Certainly the most dramatic signal of the direction of the new Florida Trend is the table of contents ("In This Issue"), which has been expanded to a two-page spread. That enables us to display the contents in a practical fashion with complementary information gathered under section headings.
Among the changes you'll see is a lively update of the magazine's news digest section with arresting graphics: "Openers" includes entertaining, sometimes irreverent tidbits from all parts of Florida; "Around the State" gives the news that's the talk of the state's business communities; and "Players'' reports on the state's movers and shakers.
The "Investing" section improves on the old "Trendline" with short financial profiles of Florida companies and a new column on fixed investments by noted bond expert Richard Lehmann.
Two other additions: a department on "Travel and Tourism," written by Mary A. Mitchell, a respected and experienced journalist covering the travel industry; and "Underwood's Florida" by Miami writer John Underwood, who was one of the original Sports Illustrated writers and the author of eight books, including two best sellers. You may not always agree with what he writes, but I think you'll find John Underwood's ideas interesting and provocative.
The person responsible for the design of the new Florida Trend is Art Director Gary Bernloehr, who for the past year has been putting out a fine-looking magazine while he cogitated on how to make it even better. It meant long hours over the drawing board, which cut short his time with his wife, Donna, herself an accomplished graphic designer, and their 11-year-old daughter, Lauren. For that dedication, we at Florida Trend are most appreciative.
Gary, who is 40, graduated from Indiana State University in 1980 with a bachelor's degree in fine arts. He joined Florida Trend in 1981 as an associate art director, becoming art director of our former sister publication Georgia Trend from 1985 to 1991, when he returned to Florida Trend.
Over the years, I've worked with more than a few art directors, and I've never met one who was more concerned with content than Gary. He has the instincts of a journalist, and he often makes important observations and suggestions on editorial content.
"Design and content are inseparable," he says. "The design should be distinctive enough to give the magazine its own personality, but it must also lend integrity to the editorial."
I hope you agree that the new Florida Trend fulfills this lofty goal.
