Graphic Design That Works

Dr. Samir Husni has seen his share of magazines come and go. A journalism

professor at the University of Mississippi who’s commonly known as Mr.

Magazine, Husni publishes annual reports tracking the success of new

magazines and speaks to hundreds of reporters each year regarding maga-

zines’ positions in the market.

Designing for Success

Q&A with Samir Husni

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Q: The role of design in magazine publishing has

changed a great deal over the years, from a secondary

consideration in many categories to top priority for

most publications. How has this evolution been influ-

enced by increasing competition on the newsstand?

A: We are a visual society. Everything—not just maga-

zines—is driven by visuals. The magazine industry is

no exception. Magazine design has always been one of

the major determinants of success of any magazine.

However, design, like the magazine cover, helps sell

the magazine once; the content is what will help sell it

a second time. In a time where potential readers are

not willing to give more than two and a half seconds to

decide whether to pick up your magazine or move to

the next one, design is essential in grabbing the atten-

tion of the readers. It must jump at you. That is the

main reason why magazine publishers pay so much at-

tention to the design of their books. It is the icing on

the cake, and if you have good cake, you better spend

some time on the icing so it will be picked up. How-

ever, I am quick to add that good design with a bad

cake will take you nowhere. You will be able to cheat

readers once with design, but that will be the end. Re-

member, the cardinal rule in magazine design should

be “We always sacrifice design on the altar of con-

tent.” Readers will always forgive a flaw in the design;

they will not in content. There are too many options

out there.

Graphic Design That Works

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