Hammock has a lot of experience with redesign, and our re-imaginings of publications have not only garnered numerous awards, but they’ve also helped our clients recruit and retain members and connect with their readers’ passions. Still, it was cool to have our philosophy on redesign underscored by Kelly McMurray, creative director of the design firm 2communique, at a recent Folio: Show 2008 session in Chicago.

Addressing both editors and designers, she offered these tips for anyone contemplating a redesign:

1. Define why you need to redesign. Is your circulation or readership falling off? Are you taking a new direction editorially? Is the publication too expensive production-wise? Is it not aligned with your reader mission? (If you don’t conduct post-publication reviews of your issues, now is the time to start.)

2. Get everyone’s buy-in. The redesign process needs to be collaborative. That means editors and designers need to figure out ways to speak each other’s language.

3. Complete market research. The more knowledge you have about your readership, the more the redesign will reflect it and align with your readers’ needs.

4. Determine the scope of the redesign. Are you just making minor changes or doing a complete overhaul? Does your team have the right resources and abilities? Can you complete a redesign while keeping up with regular issue demands? Are you too close to step back and be objective, or do you need an outside opinion?

5. Set a reasonable schedule. Commit fully to a launch date, but build in enough time that you resist the temptation to rush through the process.

6. Kickoff the process. Get people away from their desks to discuss elements of the redesign. Be open to inspiration from other magazines: Collect examples of what you do and don’t like.

7. Start tearing down and building back up. Spend lots of time researching typography, color palette, fonts, grid system, navigational systems and style guide. Editors: This is the time to step back and let designers show their talents.

8. Launch the issue. Don’t show your redesign in a piecemeal fashion; get it all out there at once. Build a strong, workable structure, but also make it flexible enough for editors and other designers to take ownership and customize it for future needs.

I just submitted a story for one of Hammock’s teen-oriented magazines on surviving in the wilderness. While I’m steadily gaining more experience in hiking and camping, this article drawing on my modicum of expertise wasn’t exactly turned in on time. One reason? I spent far too long doing research on Backpacker magazine’s website.

The site immediately pulls you in with a fun online survival center that includes a library of how-to videos. Want to learn how to fend off a bear attack? How about stop a gushing wound? The Survival 101 section has the answers to common lifesaving questions, as magazine editors blend video and advice from experts to supplement their print content. The site acts as a true service to the magazine’s loyal readers, including this fan who will use the tips to impress my backpacking companions on our next trek. (Yes, I fully intend to dazzle all with my ability to build a fire with one match.)

Every year at this time, Hammock editors work with our clients to compile annual editorial slates. Here are a few hints we’ve learned that make the process go more smoothly—and pump up magazine stakeholders about the coming year.

Every year at its Continental Congress, the Daughters of the American Revolution awards its Americanism Medal to a naturalized U.S. citizen who has shown extraordinary qualities of leadership, trustworthiness, service and patriotism. And for the five years that I have been invited to the event, this is the award presentation that chokes me up—without fail.
Last evening, during opening ceremonies of the 117th annual Congress, DAR awarded the 2008 medal to Rev. Luis León, a Cuban immigrant who is now pastor of St. John’s Episcopal in Washington, D.C., one of the country’s most prominent and historic churches. In 1961, the 12-year-old León came to the United States with his sister on one of the “Operation Peter Pan” flights. He arrived in Miami with $3 in cash and the promise of a foster home until his parents could join him. It has proved more than enough to propel him to a successful career and compassion-filled life.
Baptized into the Episcopal Church in Guantanamo, Cuba, he went on to serve as rector of Trinity Church in Delaware and St. Paul’s Church in New Jersey, specializing in building inner city parishes. León has been rector of St. John’s and the “President’s Priest” since 1994, offering the invocation at the second inauguration of President Bush.
In his remarks at last night’s event, León joked that this wasn’t his first encounter with the DAR. When at Berry Academy in Rome, Ga., he won the DAR Good Citizen award—well before he had become a citizen. The lump in the throat moment started when he talked about his affection for his adopted country—once an unknown place, but now a known and loved world.
Did you know? DAR members have long been noted for their devotion to new immigrants. In 1921, the National Society published the DAR Manual for Citizenship, which was distributed to American immigrants at Ellis Island and other ports of entry. To date, more than 10 million manuals have been distributed.
Hammock salutes its client, the DAR, for all its important and ongoing service to the country. Best wishes for a successful Congress.

In this video on Roots Television, American Spirit freelance writer Maureen Taylor pays tribute to the American flag — just in time for the Fourth of July.

Maureen, also known as the “Photo Detective,” has assembled a historic look at flags in photographs. In addition to late 19th century photos of children posed with flags and draped in bunting, you’ll marvel at her images of “living flags,” created when hundreds, even thousands, of people would come together to create living expressions of patriotism. Popular at the beginning of the 20th century, these human displays of patriotic symbols were revived after 9/11.

Have a safe and happy Independence Day!

My friend Albert Roberts (no relation—that we know of!) is a re-enactor at Historic Mansker’s Station, an authentic reconstruction of a 1779 frontier settlement in Goodlettsville, Tenn. He received word late last week that the city is closing Mansker’s Station on June 30 due to budget cuts.

Several years ago, American Spirit, the magazine we publish for the DAR, covered the fort’s annual Yule Fest, a celebration of an early American Christmas. The fort’s dedicated re-enactors and authentic living history demonstrations have made the 18th century come alive for thousands of visitors. We believe it’s a site worth preserving, and we’re happy to hear that the volunteers at Mansker’s Station are rallying to keep it open. Learn more at Albert’s, excuse me, the Doctor’s blog.

While I’m plugging friends’ good causes, I wanted to send a shout-out to Gin Phillips, Hammock freelance writer extraordinaire. On Wednesday, June 25, she’ll be reading from and signing her first novel, The Well and the Mine, at local independent bookstore Davis-Kidd. Set in 1931, her book follows one family in an Alabama coal-mining town after a nine-year-old girl sees a woman throw a baby down the family well. The novel touches on death, race, hard work and family in the Depression-era South.

Gin is already enjoying positive buzz: Award-winning Southern novelist Fannie Flagg wrote the introduction, the book got a great review in O magazine and Gin was named one of Barnes and Noble’s “Discover Great New Writers.” Check her out if you’re in the neighborhood!

A visually arresting image is the first thing readers notice about a cover, as Art Director Kerri Davis explains in this post. But in that brief moment of attention you also have to have the right words to whet their appetites and invite them to actually open the issue and sample all the delicious content. So how do we make ’em dig in?

Word games. Cover blurb time is word play time at Hammock. Depending on the audience, we might play with puns (“Arts, Cynics and Old Lace” promotes the history of the lace-making industry), tease with phrases that carry double meanings (“Iron Lady” profiles the woman who helped build the Brooklyn Bridge) or play it straight with needed solutions (“Beat Burnout”) or timely information (“Warriors’ Weekend”).

Promises, promises. Who doesn’t want to be better, stronger, faster, smarter? We try not to over-do it, but if we can deliver the goods to help our readers do their jobs or live their lives more successfully, we’ll promote it with blurbs like “7 Steps to Faster Growth,” “10 Ways to Save Gas” or even “How to Cook a Colonial Breakfast.” That said, we don’t over-promise–if it’s not the first time we’ve done this or if she’s not the only woman to have done that, we won’t say so just for the hook.

I’m talking to you. We question, listen to and study our audiences to learn what topics they want to read about most–and then give the people what they want. What excites our readers? Do they enjoy stories about genealogy? We’ll use related words on the cover to signal, “Hey, we heard you! Take a look at this story about finding your family photos online.”

Want more? Take a look at this expanded post on Hammock’s Custom Media Craft blog.

Led by the intrepid Barbara Mathieson, who is serving a two-year term on the Metro Nashville Beautification and Environment Commission, a few hardy Team Hammockites trekked to western Davidson County, Tenn., on Saturday to do our part for the Great American Clean Up. In addition to filling piles of garbage bags with fast food debris, bottles, cans, cigarette butts and other gross litter, we also braved the snaky banks of the Harpeth River to properly dispose of a couple of realty signs. (Who hurls signs off a bridge?)

Join us for next year’s “Keep Nashville Clean and Beautiful” project–it’s a dirty job, but we promise lots of laughs.

The May/June issue of American Spirit allowed us to get a little crafty … with scrapbooks. Carrie Wakeford designed a beautiful layout to spotlight smart, simple ways to compile an archival-quality scrapbook. Carrie’s creative take on preserving family history meant that, for a few days, Hammock’s library was covered with buttons, bits of wallpaper, colored paper, stickers and other scraps. Savvy readers will be able to pick out her clever use of childhood photos of editor Bill Hudgins.
And what would a family scrapbook be without those faded photos of Aunt Norma and Uncle David posing in their Sunday best? Our cover story, “Treasure Hunt,” outlines new resources to track down family photographs. Thanks to digital collections at libraries and historical societies and Web sites devoted to genealogy, it’s easier than ever to find photographs of long-lost relatives on your family tree–and we show you how.

Just why did I agree to walk the Country Music Half-Marathon? I’ll probably have a better answer for you tomorrow around 11 a.m., but I’m excited about helping out the good causes that Team Hammock and our friends are supporting. And let’s be honest: I’m jazzed about the cool T-shirt, the rockin’ music along the course and the heavy medal that awaits me at the end of the line.

Come on out and cheer us and the other runners/walkers at the Team Hammock tent. If you see me, please wave and yell and urge me to pick up the pace! If you’re participating, PLEASE don’t break a leg!