March 2019

ASCRS NEWS

Journey to a redesign:
Innovating while keeping with tradition


by Amy Goldenberg EyeWorld Editorial Director

In the April issue, EyeWorld will unveil a new look while continuing solid reporting on clinical issues at the heart of ophthalmology

Publishing profession

Current trends, technologies, and resources continually provide the world of publishing with opportunities for creativity and innovation. The key to facing any publishing challenge is striking a balance between tradition—what you’ve been doing—and innovation—what you could be doing. What works? What needs to change? How do we address new technologies? How do we meet our readers’ needs? The foundational challenge is answering these questions while keeping the publication on track.
In responding to these issues, a publication should stay attentive to the various needs of the readers, contributors, sources, editorial board, advertisers, staff, and in the case of niche publications like EyeWorld, the society that owns it. No publication can be everything to everyone, but each should work to facilitate communication among the contributors and audience.

EyeWorld

EyeWorld launched in October 1996 as the news magazine of ASCRS, and it’s been going strong ever since. It covers the world of ophthalmology, helping anterior segment surgeons share their experiences and expertise. While maintaining the monthly magazine, EyeWorld later expanded its digital options and events as technology and audiences challenged us to do more.
A few months after Steve Speares took the helm as the new executive director of ASCRS, he thought that the magazine was ready for a refreshed look and feel. Was the EyeWorld team up for a redesign?
Redesigns are complicated. But we had a cohesive team with a clear understanding of EyeWorld readers and in-depth knowledge of the publication inside and out. We accepted the challenge and got to work.

Redesign

EyeWorld’s graphic designers started immediately experimenting with new logos and looks, and the research portion of the team launched a readership survey to see what readers thought of the magazine. The survey showed that readers found EyeWorld to be both credible and relevant to their work. Also, they overwhelmingly liked the clinical content, though it was clear they’d welcome somewhat shorter stories and more visuals like charts and infographics.
These survey results and other conversations with readers and
ASCRS leadership, combined with our team’s expertise in content creation, production, and design, informed our brainstorms, discussions, and decisions. Through countless conversations and emails, we made steady progress on the redesign. We updated Mr. Speares regularly, and met with EyeWorld’s chief medical editor and the ASCRS Executive Committee for their feedback.
After several months of hard but exciting work, we can officially say we will bring you the new, updated look of EyeWorld in our next issue, the ASCRS•ASOA Annual Meeting show issue, which will be mailed in April and distributed onsite in San Diego.
Next month, you’ll find a new logo, cover art, inner design, size, and article length with the knowledgeable sources, balanced reporting, clinical focus, ASCRS news, and care and attention to all parts of the magazine that you’ve come to expect of this award-winning publication.
I hope you’ll join us in celebrating our more than 20-year history with a retrospective look at past covers on the last page of this issue as we look forward to unveiling the new design to you next month.

Contact information

Goldenberg
: amy@eyeworld.org

Journey to a redesign: Innovating while keeping with tradition Journey to a redesign: Innovating while keeping with tradition
Ophthalmology News - EyeWorld Magazine
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2019-03-05T07:28:44Z
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