Monday, March 03, 2008

Editors are always right, aren't they?

Like any good relationship, the one editors have with art directors should make life easier, not a daily battle of wills. If your art director is causing your hair to fall out or keeping you up at night, you can easily remedy the situation by showing him the door. Nobody is that artistically gifted.
So says Mark Newman, the editor of Southern Breeze, in a recent blog item for Folio:. He argues that there needs to be mutual respect and an understanding that the editor and art director of a magazine are partners, but that the editor is the senior partner.
You show me an art director with too much power and I’ll show you a weak, ineffectual editor who has no business being at the top of the masthead. Powerful art directors are intrinsically responsible for redesign after elaborate redesign that typically signals the last throes of a magazine’s existence.
Of course, Newman's point of view was not universally applauded, as evidenced by the following anonymous comment to his item.
Art directors are rarely given the credit they deserve. It's often ironic that a visually driven magazine will often be cited as a success because of the editor, when the art director is actually making all the choices. This really started in the 80s, after very powerful art directors worked for Esquire, Look, Harper's, etc., seemed to lose their power. Computers, as much as a godsend also made art directors production artists, retouchers and typographers. While art directors were busy learning Quark and Photoshop, editors went about the job of editing. In the end, it is a mix, a marriage, and a relationship. "Nobody is that artistically gifted." I can only imagine working for this guy must be hell.

1 Comments:

Blogger Rick Spence said...

The editor/art director dynamic is difficult and laden with tension. Both are passionate professionals generally capable of utterly baffling each other, so both must act responsibly and co-operatively.

But which comes first: style or content? The correct hierarchy is implied in the word we use to describe the “end-user” of a magazine: the reader. Yes, there are many publications people buy mainly to look at (e.g., art magazines, skin books, and possibly fashion and shelter mags), but I think it’s safe to say most magazines target readers, not "lookers" or "spectators."

At these magazines, design is essential to attracting readers. But it’s the content (or more precisely, the satisfaction and benefit that they accrue from experiencing the content) that will determine how much they “read” and whether they will buy again. And that puts the editor at the top of the pecking order.

In my experience, however, people don’t have much commitment to long-form reading any more. So the editor and art director MUST work together to create a product that communicates its benefits on many levels – not just through words. So let’s respect each other, people – and that starts by putting the readers first.

11:30 am  

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