I know, as I write this, we are in late April, but I must say a few words about the amazing accomplishment of our magazine staff in creating what, by multiple measures, was a historic March issue of Arizona Attorney.
(Click the images above to see the full covers.)
What made the issue remarkable?
- It was a double issue, and you can see both issues here and here. That’s right, with no additional staff and little extra time, we created an entirely separate Expert Witness Supplement.
- It had stellar content. The supplement was not only filled with useful resources in the ad portions—display ads and listings of helpful resources. It also had a large number of relevant and well-written articles covering the wide range of expert-witness topics. I owe a huge debt to those authors who stepped up to serve readers.
- Our “main” issue did not take a back seat to the scene-stealing Supplement. That issue offered its own law practice-friendly articles, on faulty credit reports and insurance-defense, among others.
- Both issues were captured within what I think were award-winning designs. The March issue, for my money, is one of our most eye-catching ever. (A friend from Illinois wrote to say, “WOW! How could you not open that one?”) And the Supplement required a vast rethinking that would allow us to communicate which of the content were the articles at a glance, and to do so in a way that would not break our backs through work—as we had six feature articles to address. Kudos to our Art Director Karen Holub.
- The issues were incredibly helpful to readers, advertising-wise. I am a big fan of advertising, which I think can serve readers well (and not just by keeping us profitable!). The ads, especially in the supplement, were targeted to lawyers seeking guidance on expert-witness issues. Kudos to my advertising colleagues Lisa Bormaster and Mikyeila Cordero.
- The two issues were produced flawlessly. An incredible amount of research and coordination went into ensuring our costs were in line; our postal regulations were followed; and our product arrived in readers’ mailboxes in a safe and attractive way. Ultimately, we opted for a clear polybag that displayed both of our outward-facing covers. That allowed us to “box above our weight class” and to do so in a cost-effective way. Kudos to our Production Manager Michael Peel.
We are well into April, but I still marvel at our March accomplishment.
I know; you’re eager to see the polybag version. Here it is:
Yes, we plan to issue a double issue next March, as well. If you would like to have your expert-focused article featured in that remarkable magazine, contact me now at email@example.com; I’m already developing ideas!
Meantime, I also share with you an interesting article on mistakes lawyers make when procuring expert witnesses.Follow @azatty