The magazine you hold in your hands took many hours of hard work and diligence. A beautiful, 4-color magazine like Springs does not magically appear. It takes many hours of planning and execution to get from concept to completion.
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“When members receive their magazine, we are already busy working on the next issue. There is little time to rest in between issues; we are constantly working on the next one. ” |
“I’m not sure readers totally understand or appreciate the process we go through to produce Springs each quarter,” explained Lynne Carr, director of member services for SMI.
While member services is part of her “official” title with the association (along with many important administrative duties), her “unofficial” title with the organization is “driving force behind the scenes” making sure Springs is completed each quarter.
Carr has been with SMI for 13 years, providing a great depth of knowledge about the industry and member needs. In a recent interview, she provided a detailed explanation of how the magazine is put together.
“It all starts with the SMI Magazine Committee,” said Carr. She says the committee meets at least once a year in person to set the theme for the next year’s set of magazines. The committee also meets throughout the year via conference call. Once themes are set for the quarterly publication, Carr puts together a media kit that details the editorial calendar and the advertising rates for the coming year.
The media kit is produced in the fourth quarter and is sent to nearly 1,500 potential advertisers. With responsibilities for ad sales, Carr talks directly with each advertiser or their ad agency detailing the rates and technical requirements. She also ensures that invoices are prepared and mailed to each advertiser once the magazine is completed.
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“Normally from beginning to end, each magazine takes about 2 to 3 months to produce." |
Carr took on a significantly greater role with the magazine, after former Springs editor Rita Kaufman departed to work for another association. Carr now oversees the overall production of the magazine making sure those responsible for graphic design, editing and printing all complete their work on time.
Each issue of the magazine includes a “solicitation for articles” letter that is sent to all members. “Since we work with a number of volunteer authors,” explained Carr, “it gives member firms the opportunity to showcase their expertise in print.”
Once articles are received at SMI, they are edited for content and style but SMI tries its best to preserve the original intent of the author. Not only do members who write articles have the satisfaction of seeing their name in print, “they can also order reprints from us and use them in their marketing mix as trade show handouts.”
Any articles of a technical nature are reviewed by Luke Zubek, SMI’s technical director. The rest of the articles are edited, using the AP (Associated Press) Stylebook as a guide. Once edited, articles are sent to an outside graphic design firm and put into a layout format. Appropriate graphics to help illustrate the article are selected at that time.
“Once the entire magazine is put into layout format and the ads are mixed in, a comprehensive layout proof is put together,” said Carr. “Many times we will see as many as four rounds of proofs before it is sent off to be printed and mailed.”
She says the time between signing off on the final proof and getting printed copies is an “agonizing time” of waiting. “You just want to make sure everything comes out right with the color, ads are in the right place and so forth.”
Once printed copies arrive, Carr admits to a “sense of relief” in having completed another successful issue of the magazine. “Springs for SMI is our most important face to the industry, so having it finished is a source of pride.”
Carr says the process of making the magazine is analogous to working on a jigsaw puzzle. “There are many pieces that need to fit together in order for a complete magazine to be produced,” she says. “And like a completed jigsaw puzzle, when everything is completed it is a joyful occasion.”
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