WARRIOR CITIZEN MAGAZINE

BACKGROUND AND RECOMMENDATIONS FOR MOVING FORWARD

Warrior Citizen Magazine is a vehicle by which stories, information and news create
a shared sense of community for Army Reserve Soldiers throughout the world. We have an
exciting opportunity to examine the magazine as it currently exists, to re-evaluate and
determine its key objectives, and to develop tactics for successfully accomplishing those
goals. The following information provides the Army Reserve with background information and
recommendations to produce the highest quality magazine possible.

PAGE 1 BACKGROUND | PAGE 2 IMPROVEMENTS | PAGE 4 RECOMMENDATIONS | PAGE 5 MOVING FORWARD

BACKGROUND
The Powell Tate Creative Studio took over the design and production of
Warrior Citizen magazine in the summer of 2009. In addition to the
Summer 2009 issue, we’ve also completed the Fall 2009 issue, and are
preparing to begin planning for Winter 2009/2010.
Previously, Madison Design Group had been designing the magazine
(beginning prior to Weber Shandwick’s engagement with the U.S. Army).
Madison completed a re-design in 2007, creating a new logo, grid, and
templates for interior pages. We took over the design of the Magazine
mid-cycle during the Summer 2009 Issue. We stepped in under less
than ideal circumstances, but managed to produce a magazine that
received recognition and praise. The Fall 2009 issue went much more
smoothly, and I’m anticipating that it, too, will receive positive feedback
for its organized structure, better photography, and striking lay-outs.
We are looking forward to continuing to work with you on this exciting
assignment. We feel that we’ve made real progress, and are positioned
to bring the magazine to the next level. Following are some examples of
improvements that have been made, as well as recommendations for
moving forward. Also, attached are schedules for both the Winter
2009/2010 issue and Spring 2010 issue.
Above: Cover design
suggestions for the Summer
2009 Global Engagement
themed Issue.
WARRIOR CITIZEN MAGAZINE
BACKGROUND AND RECOMMENDATIONS FOR MOVING FORWARD

IMPROVEMENTS
We have made suggestions on ways in which the magazine’s structure and
design could be improved. For the sake of continuity, some of our suggestions
have been declined (most notably a new logo and cover design). Others, such
as a new table of contents, revised Department header treatments, and new
font usage and page treatments, have been met with a positive response.
In addition to lay-out design improvements, we created a system for an
agreed pagination, which had previously not been in place. At the initial plan-
ning meetings, we reviewed the stories to be included in the magazine. After
that, we created a thumbnail pagination of all the pages by sorting through
our available story options—taking into consideration information obtained at
the planning meeting along with available images. The AR editorial staff
reviewed the pagination and made tweaks prior to page lay-out. Not only did
this save time, it allowed for a more thoughtful approach to the overall flow of
the magazine. Of course, there were additional page changes after the first
lay-out, but it was by far a better process than what was previously in place.

Cover designs for the Fall

2009 Issue (the bottom
cover shows a suggestion
for a new logo treatment).
Because of the tragedy at
Fort Hood, we changed the
cover design to pay tribute
to the fallen soldiers (right). This is the inside front cover and
newly designed Table of Contents.
The above right image is an earlier
variation of the TOC.

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WARRIOR CITIZEN MAGAZINE
BACKGROUND AND RECOMMENDATIONS FOR MOVING FORWARD

IMPROVEMENTS (CONTINUED)

These are spreads which

appeared in the Fall 2009
issue. The use of quality
photography, interesting
typography, and a clean
structure to the lay-out
makes an impactful visual
presentation while
maintaining a serious and
professional tone.

PAGE 3
WARRIOR CITIZEN MAGAZINE
BACKGROUND AND RECOMMENDATIONS FOR MOVING FORWARD
BASED ON THE EDITORIAL
CALENDAR, STORIES
CAN BE ASSIGNED, CONTENT
COLLECTED FROM THE
FIELD, AND PHOTOS
OBTAINED
RECOMMENDATIONS
We believe great strides and significant improvements have been made over
the last 1-1/2 issues of Warrior Citizen that we have designed. And we feel
that we will continue to improve as we hone the production process. In order
to truly move the magazine to a higher level, there are steps that involve
more than simply design. Below are areas that need to be addressed to turn
the magazine from a good publication, to an award-winning one:
1) Editorial calendar and advanced planning
Content is key. An editorial calendar allows for thoughtful planning of story
ideas and themes for the upcoming year. Based on the calendar, stories can
be assigned, content collected from the field, and photos obtained—from
existing photography if good quality is available, or to be commissioned if
needed. We need to work further out in order to have the time to write
top-quality content, obtain or commission high level photography, and to
design/lay-out/edit/produce in a timely manner.
2) Restructure of content
The current structure seems forced and limiting. We would recommend
changing what are currently the main sections into departments (given less
space, and treated differently from feature stories). We need to make sure
that the feature stories are relevant and substantial in nature, and should be
guided by predetermined themes, not by being forced into one of the
5 current categorized. (Of course, being flexible is important—if there is a
timely event that would make good editorial, we should be open to its
inclusion, even if it doesn’t fall into the theme or planned stories.)
3) Define and understand the magazine’s target audience
Current information says that the average enlisted Soldier is approximately
30 years old. If we’re considering enlisted soldiers to be our key target group
within the Army Reserve, we need to learn what is important to them
specifically—what do they find appealing and exciting, what sorts of other
publications do they read and like, and what would they like to see
included in Warrior Citizen Magazine? We recommend doing a survey of
our target audience to glean information which will guide the direction of
the magazine’s design and contents.
PAGE 4
WARRIOR CITIZEN MAGAZINE
BACKGROUND AND RECOMMENDATIONS FOR MOVING FORWARD
FIRST IMPRESSIONS ARE
LASTING. THE WEIGHT AND
BRIGHTNESS OF PAPER
GOES A LONG WAY TOWARDS
INFLUENCING THE
PERCEPTION OF THE
QUALITY OF A PRINT PIECE.
RECOMMENDATIONS (CONTINUED)
4) New magazine design
While there have been modifications to the look and feel over the last year
or so, we think there’s an opportunity for even further improvement. After
learning more about our target audience, we should consider a new base
design for the magazine.
5) Improve paper quality
First impressions are lasting. The weight and brightness of paper goes a long
way towards influencing the perception of the quality of a print piece. We
should definitely consider stepping up a grade on paper.
MOVING FORWARD
We want the magazine to feel current, fresh, and relevant to our key readers
and something that all Army Reserve Soldiers can feel proud of. We need to
start with great content and overall organization, and use photography and
strong lay-outs to support our objectives in a way that appeals to our audience.
We would like to have a meeting as soon as possible to start planning the
Winter Issue, and to discuss the above recommendations. Please see the
following proposed schedules for the next two issues. Both of the next two
issues are on a condensed timeline to try to get the magazine back on track
for delivering closer to the beginning of the season, rather than at the end.
PAGE 5
WARRIOR CITIZEN MAGAZINE WINTER 09/10 | PRODUCTION SCHEDULE

January 15 Meeting to discuss content

Feature stories determined/lay-out ideas discussed

AT THIS POINT:

Content approved for all features

Images gathered
Pagination put onto paper
Theme/cover decided

January 20 Content fully edited / approved

All Content edited and final, including news and departments

AT THIS POINT:

All missing images have been gathered

Sign-off from Paul and Laurel
News and other department content approved
Final pagination agreed upon

February 3 R1 Delivers to AR

All pages complete

AT THIS POINT:

Copy and lay-out reviewed and proofed

PDF and Hard copy sent to Laurel

February 10 Client provides edits / meet to review

Content
REVIEWED FOR:

Lay-out / Design / images

Style Consistency

Content and design revised as indicated at R1

February 19 R2 Delivered to AR

Proofed for accuracy

Hard copy and pdf sent to AR

PAGE 6
WARRIOR CITIZEN MAGAZINE WINTER 09/10 | PRODUCTION SCHEDULE (CONTINUED)

February 23 Feedback received on R2

Content revisions
REVIEWED FOR:

Design revisions
Only necessary changes to be made

February 26 Design team to deliver R3

Final except for any small typos or tweaks

AT THIS POINT:

March 1 AR provides final approval

March 2 PT releases to Mark

March 3 Mark sends to Gateway

March 10 Gateway sends proof to PT and Paul

March 11 PT send proofs to Laurel

March 12 Laurel & Paul return proofs to Gateway

March 26 Magazine printed and delivered

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WARRIOR CITIZEN MAGAZINE SPRING 2010 | PRODUCTION SCHEDULE

March 8 Meeting to discuss content

Feature stories determined/lay-out ideas discussed

AT THIS POINT:

Content approved for all features

Images gathered
Pagination put onto paper
Theme/cover decided

March 22 Content fully edited / approved

All Content edited and final, including news and departments

AT THIS POINT:

All missing images have been gathered

Sign-off from Paul and Laurel
News and other department content approved
Final pagination agreed upon

March 24 Design meeting/lay-out begins

Design team has all content and images

AT THIS POINT:

Design team knows pagination

Design team understands any special treatments
Design team lays out entire magazine

April 7 R1 Delivers to AR

All pages complete

AT THIS POINT:

Copy and lay-out reviewed and proofed

PDF and Hard copy sent to Laurel

April 14 Client provides edits / meet to review

Content
REVIEWED FOR:

Lay-out / Design / images

Style Consistency

Content and design revised as indicated at R1

April 21 R2 Delivered to AR

Proofed for accuracy

Hard copy and pdf sent to AR

PAGE 8
April 26 Feedback received on R2

Content revisions
REVIEWED FOR:

Design revisions
Only necessary changes to be made

April 29 Design team to deliver R3

Final except for any small typos or tweaks

AT THIS POINT:

April 30 AR provides final approval

May 3 PT releases to Mark

May 4 Mark sends to Gateway

May 11 Gateway sends proof to PT and Paul

May 12 PT send proofs to Laurel

May 14 Laurel & Paul return proofs to Gateway

May 28 Magazine printed and delivered

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