Standing out: Not bad advice for a law school, your law practice -- or a legal magazine.

Standing out: Not bad advice for a law school, your law practice — or a legal magazine.

You don’t often hear magazine editors tout the advertising side of the business. After all, there is a cherished and sensible “wall” between the edit and the ad side of publications, a distinction that serves each side well.

But the existence of that wall doesn’t mean editorial staff are blind to the value ads provide. At Arizona Attorney Magazine, we understand which side our bread is buttered on. And a robust ad side—made possible, we believe, by having a robust edit side—has helped the magazine stay in the black for a good number of years now. That has been a benefit to State Bar of Arizona members and the magazine itself, both in costs and in expanded “real estate” in which we may provide valuable articles.

Why do I raise the topic today? Well, I’m pretty pleased with a new ad feature we were able to provide readers (and advertisers) in our January and February issues—a gatefold ad in the “front of the book.”

That ad—a first for us—allows our cover to fold out, giving the advertiser three pages to convey its message. That space is especially valuable for an organization rolling out a rebranding—which is exactly what the Arizona Summit Law School did in the ad.

You can see the whole ad here and here. But really, you should pick up the print magazine to appreciate the entire effect.

(I should point out that I have nothing to do with ad sales in the magazine. I work alongside terrific advertising colleagues, but someone buying an ad—whether a three-page gatefold or a tiny classified—has zero effect on whether we accept and publish their article on the edit side. Just sayin’.)

I routinely ask readers for story ideas or other content they would like to see in the magazine. But today, I wonder about ad products and tools you’ve viewed in other magazines. Whether they were in a national consumer publication or in a much smaller local publication, what ad types have caught your eye? What ads have led to improvements in your law practice?

Your insights have been a great help to me on the edit side. But a magazine is a complex organism, and we believe the ads should serve your purposes, too. How can we improve?