Neil Caudle on starting a research magazine
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Neil Caudle speaks to the University Research Magazine Association about starting a research magazine
![reaction to is s ue one
Most frequent positive comment:
Clemson really needed this.
Most frequent negative comment:
I [or my unit] should have been
featured in the first issue.](https://image.slidesharecdn.com/urma2012-120608104909-phpapp01/85/Neil-Caudle-on-starting-a-research-magazine-46-320.jpg)
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Neil Caudle on starting a research magazine
- 1. making a magazine N e il C au d le C le m s on U nive rs ity U R M A 201 2
- 3. steps 1. Listen. 2. Define the personality. 3. Agree on the goals. 4. Name the baby. 5. Design. 6. Listen. 7. Compose. 8. Meet, teach, listen.
- 5. goals Surprise some people. (Official version: Enhance Clemsons reputation as a research university.) Reach some readers who can help us. (Develop a community of stakeholders who will follow Clemsons intellectual achievements.) Break down the silos. (Increase communication among departments and disciplines.) Answer the skeptics. (Demonstrate that research is a way of learning, for students and faculty alike.)
- 6. Meaning happens in the mind.
- 7. brain rules for communications Rule 4: We dont pay attention to boring things. Rule 5: Repeat to remember. Rule 9: S timulate more of the senses. Rule 10: Vision trumps all other senses. Rule 12: We are powerful and natural explorers.
- 8. audience the usual suspects: peers, prospective faculty and students, decision makers, media, selected alums and donors heretical assertion: the careful assessment of audience is relevant to distribution, choice of medium, and marketing, but not for writing, editing, and design.
- 9. two theories of audience audience addressed costly, endless analysis the measurement problem: (think particle, wave, and uncertainty) audience invoked talent and sympathy
- 10. A magazine invokes its reader. Cos mopolitan reader: I am s m art, s e xy, s u cce s s fu l wom an wh o knows h ow to ge t wh at s h e wants . A irlines magazine reader: As I as ce nd th e corp orate lad d e r, I will le arn a fore ign langu age , e xp and m y vocab u lary, s norke l in th e C arib b e an, and p lay winning golf.
- 11. S outhern Living reader: Th e S ou th is a graciou s , ch arm ing p lace fu ll of d e liciou s food s and fragrant flowe rs , and I will fu rnis h m y little corne r of it s o th at noth ing u ns igh tly or u ns avory e ve r offe nd s m y gu e s ts or violate s m y love ly vie w. Glimps e reader: M y fre e tim e is p re ciou s , b u t I p ick u p th is m agazine and give it a ch ance b e cau s e I valu e id e as and th e qu e s t for knowle d ge , and I want to know wh at th e u nive rs ity is d oing to m ake th e world a b e tte r p lace .
- 12. name the baby What is the competition doing, and how can we stand out? What story do we want to tell? What makes a name good?
- 13. whats in a name? Good brands, like poems, work by compressing into a single euphonious word an array of specific, resonant meanings and associations. The goal is to determine what story a client wishes to tell about his product and then find a word that evokes it. Its probably best to keep the name short. Names that display a consonant-vowel-consonant pattern are often easiest to say. Excerpt from Famous Names, Oct. 3, 2011 New Yorker, quoting David Placek, founder and CEO of Lexicon
- 16. references to vis ion
- 18. glimpse as s ociations : glim p s e th e fu tu re glim p s e th e p os s ib ilitie s glim p s e th e e s s e ntial glim p s e th e u nknown
- 19. glimpse im p licit m e s s age s : vis u al and e nticing nonth re ate ning s p ontane ou s and qu ick, not p ond e rou s and p e d antic Th e re s e arch is b ig and com p le x; we cou ld s h ow you m u ch m ore .
- 21. design
- 22. concept diagram, Web pres ence
- 23. Cover mockup 1
- 24. mockup
- 25. as printed
- 26. mockup
- 27. as printed
- 28. mockup
- 29. as printed
- 30. mockup
- 31. as printed
- 32. mockup
- 33. as printed
- 34. mockup
- 35. as printed
- 38. res pons es to mockups , J anuary 2012
- 39. barnstorming met with a total of 224 Clemson administrators, faculty, students, and staff. presentations: Creative Inquiry faculty forum planning session in October roll-out session in January Administrative Council Graduate Student Senate guest lecturer in two classes, RCID 880 (rhetoric PhDs) and Journalism 512.
- 40. blog
- 41. argument lost
- 42. A pril 2 on the pres s
- 43. firs t is s ue, S pring 2012 10,000 printed 52 pages 19 articles 87 images 24,000 words
- 44. promotion
- 45. pos ter for the peach team
- 46. reaction to is s ue one Most frequent positive comment: Clemson really needed this. Most frequent negative comment: I [or my unit] should have been featured in the first issue.
- 47. room for improvement stories should go deeper, risk more save more time for layout eradicate typos use better paper wean units away from multilevel review develop more lively Web pages and social media
- 48. calculated candor Ask what they want; listen to the answers. Say what you plan to do and why. Show them, with visuals, how you make choices. Teach them talking points: A magazine is at least half visual. Lets tell good, honest stories. If we brag or spin, people wont like us. Sure, well have a web version. But if were after prestige, prints the way to go.