CONTENTS
MEET OUR TEAM
Here’s a behind-the-scenes look at what makes our team Innovative
PAGE 8
Meet the Pets of Innovative
PAGE 12
OUR SERVICES
Custom solutions made easy — that’s Innovative
PAGE 18
CLIENT RESOURCES
How Innovative Publishing Tailors
Editorial Planning to Your Needs
PAGE 22
How to take great photos for print
PAGE 24
How to choose high-quality photos for your publication
PAGE 28
PROJECT SPOTLIGHT
TEAMWORK a home run: A look at the process behind one of our award-winning publications
PAGE 30
ADVERTISING EXAMPLES
Print advertisment examples and specifications
PAGE 34
Digital advertisment examples and specifications
PAGE 50
ADVERTISING EXAMPLES
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INNOVATIVE PUBLISHING
Advancing your life’s work is what we do.
AT INNOVATIVE PUBLISHING, WE SPECIALIZE IN ASSOCIATION COMMUNICATIONS AND MESSAGING TAILORED TO RESONATE WITH YOUR MEMBERS. WE CREATE PROFESSIONALLY DESIGNED PUBLICATIONS POWERED BY YOUR INDUSTRY EXPERTISE AND OUR EXPERIENCED EDITORIAL AND ADVERTISING SALES TEAMS. WE’RE EASY TO WORK WITH, AND WE’LL ELEVATE YOUR COMMUNICATIONS STRATEGY WHETHER YOU’RE A SMALL AND MIGHTY ASSOCIATION OR YOU HAVE A DEDICATED MARKETING TEAM.
WE’RE
We’re a tight-knit team of publishing professionals from all walks of life, and we’re excited to share our expertise with you whether you’re an existing client or considering advertising in our publications. Here’s a behind-the-scenes look at what makes our team Innovative.
We’re talented.
“I can play a ton of instruments at a very mediocre level, listed from most to least proficient: piano, bass, guitar, ukulele, mandolin, and fiddle.” — Samantha Brown, Editorial Coordinator
“My hidden talent is the ability to clean my whole house in one hour before guests arrive.” — Hayley Haug, Administrative Assistant
“My hidden talent is being a wedding photographer on the side. I do wedding and portrait photography with my free weekends!” — Jaira Honeycutt, Sales/ Marketing Consultant
“I was in a competition show choir in high school (à la Glee), and I took a decade of dance instruction. With a music teacher for a husband and two high-energy kids, our family often performs private concerts in our kitchen.” — Shannon Patterson, Vice President
“I’m preternaturally good at Tetris.” — Molly Dixon, Graphic Designer
We have lots of hobbies.
“I love to read and learn and learn and read. I also enjoy community service and working out. And golf. Except when I’m struggling … but if I have to work, I would much rather be working on my game.” — Aran Jackson, Owner and CEO
“I’m a father who enjoys teaching, building and crafting things with my son, Dylan.” — Andrew Pulliam, Business Development
“I’m very active so anytime I can be outside is a blessing. I enjoy hiking, swimming, fishing, playing volleyball, playing golf, coaching basketball and spending time with family and friends.” — Samantha Rubsam, Sales/Marketing Consultant
“Traveling the world and eating good food are my hobbies!” — Hayley Haug, Administrative Assistant
“My hobbies include books, making art, anything related to superheroes, and trying offbeat fitness classes like aerial yoga.” — Liz Herrera Lauer, Managing Editor
FROM TOP LEFT: CEO Aran Jackson, President Theresa Jackson, Vice President Shannon Patterson, Sales Manager Kelly Arvin, Business Development: Jim Honeycutt, Rick Ochsner, Andrew Pulliam. Accounting and HR Donna Schamback, Ad Traffic Coordinator Dawn Koontz, Administrative Assistant Hayley Haug. Sales/Marketing Consultants: Danielle Gasbarro, Jaira Honeycutt, Riley Honeycutt, Kymberly Krogh, Clint Lloyd, Melanie Medeiros, Rachel Pimentel, Samantha Rubsam, David Rivera (not pictured), Nate Russell, Rae Ellen Tondreault. Managing Editor & Marketing Strategist Liz Herrera Lauer, Senior Editor McKenzie Nalley. Editors: Breanna Bruening, Drew Clark, Reagan Cofield, Michelle Creech, Vallen Glover, Paige Holmes, Jessica Sears. Design Manager Catherine Meany, Senior Designer Daniel Owsley. Designer Bailey Feick.
“I love golf because it can teach us life lessons. I once had a hole in one and to this day on every par 3 I think it’s going to happen again! Life lesson: Success no matter how small contributes to our optimism and allows us the joy of trying again and again.” — Jim Honeycutt, Business Development
“In my free time I love to travel, play volleyball, hate-watch reality TV shows, and nap with my dog.” — Molly Dixon, Graphic Designer
We can’t agree on whether dogs or cats are better.
“I’m a dog whisperer.” — Theresa Jackson, Owner and President
“I enjoy playing Frisbee with my dog, Molly.” — Samantha Rubsam, Sales/ Marketing Consultant
“My dog, Lola, is the weirdest, sweetest, most gorgeous dog I know.” — Liz Herrera Lauer, Managing Editor
“I love to explore the outdoors with my two rescue dogs.” — Samantha Brown, Editorial Coordinator
“I fall asleep with my kitten curled around my neck when I’m in Louisville and wake up next to my dog when I’m home in Tennessee.” — Kymberly Krogh, Sales/Marketing Consultant
“I have two cats, one is named Ellie and the other (in true design-nerd fashion) is named Adobe.” — Catherine Meany, Design Manager
If you ask us to describe ourselves in a TV or movie quote, here’s what we’d say.
“Carpe diem. Seize the day, boys. Make your life extraordinary.” Society — Theresa Jackson, Owner and President
“If there’s no food, I’m going home.” Grey’s Anatomy — Riley Honeycutt, Sales/Marketing Consultant
“Oh yes, the past can hurt. But you can either run from it, or learn from it.”
Rafiki, from The Lion King Pulliam, Business Development
“I feel the need … the need for speed.” Goose and Maverick, Top Gun — Aran Jackson, Owner and CEO (Whether it’s work or just life, sometimes you just feel it. Do you feel it? Enjoy the moment. Have fun!)
“Do, or do not. There is no ‘try.’” – Yoda, from Stars Wars — Aran Jackson, Owner and CEO (Instead of intending to just try, have some determination and do it. Educate yourself, research it, read about it, take lessons. Whatever it takes. Then do it.)
We’re great at what we do. “Persistence and follow-through are my main strengths that can hide below the surface at times but are always there.” — Richard Ochsner, Business Development
“I’m a fast worker who can solve graphic and layout problems quickly.” — Daniel Owsley, Senior Graphic Designer
“In every conversation and business relationship I want to be honest. I want to leave each conversation
with an honest solution that works for you.” — Riley Honeycutt, Sales and Marketing Consultant
“I try to always do the right thing, even when the cost is high. I truly believe that at the core of every successful business relationship is two parties that trust and respect each other. Because if it’s not a win-win for both parties, then it’s not a true partnership.” — Aran Jackson, Owner and CEO
Now that you know a little about us, tell us about you! Advancing your life’s work is what we do. If you’re interested in partnering or advertising with us, send inquiries to aran@ innovativepublishing.com. And watch our blog for client resources, professional development tips and behind-the-scenes content from the Innovative Publishing offices.
Liz Herrera Lauer is our managing editor at Innovative Publishing. Reach her at liz@innovativepublishing.com.
ANGUS
MANNING
Aran and Theresa’s dogs.
Meet the PETS OF INNO
Gus Co eld
Mozzarella Feick
Church Bruening
Lola Herrera Lauer
Ellie Pomiecko-Meany
Molly Rubsam
Chai Medeiros
Enzio Koontz
Halpert Dixon
Adobe Pomiecko-Meany
d'Artagnan, Porthos, Ivy, and Jolene Koontz
Hilda Glover
VATIVE
WWORKING FROM HOME AT THE START OF THE PANDEMIC CHANGED WORKPLACE DYNAMICS NOT ONLY FOR PEOPLE, BUT ALSO FOR PETS! FROM LUNCHTIME WALKS TO ZOOM MEETING APPEARANCES, THE PETS OF INNOVATIVE PUBLISHING HELP EMPLOYEES THROUGH THEIR DAY. GET TO KNOW MORE ABOUT THE FURRIEST AND MOST FUN MEMBERS OF OUR TEAM.
Gus Cofield
Name: Gus, but mainly goes by Goose
Age: 3
Breed: Labradoodle
How did you meet your pet?
My husband got him from a woman who had other dogs as well as young children, so she was a little overwhelmed with adding Gus into the mix. He’s been mine his whole life, but he “officially” became mine through marriage four months ago.
If your pet had a human job, what would it be?
Circus performer or mattress tester. He has two modes: full-blown energy or sleeping for three consecutive weeks.
If your pet had a job at Innovative, what would it be?
Gus would be a designer because he’s creative and free-spirited.
What’s your pet’s favorite hobby? Laying right in the middle of the bed for maximum cuddles.
What’s your pet’s pet peeve?
When he is banned from the middle of the bed because there’s no room, or when I’m in the production meeting and won’t play with him.
Who is your pet’s celebrity lookalike?
Are there any celebrities who look like a very serious old man all the time?
Who would voice your pet in an animated movie?
Bob Peterson, the guy who voiced Dug in Up. I imagine that’s what Gus sounds like in his head.
What is one thing you and your pet have in common?
We both love to watch movies on the couch.
d’Artagnan Koontz
Name: d’Artagnan
Age: 1.5
Breed: Domestic shorthair
How did you meet your pet?
We adopted him through the Forgotten Felines of Huntsville nonprofit. I follow one of
the people who fosters for them on Facebook. She regularly posts updates about her fosters and makes it almost impossible not to fall in love with all of them. We adopted him and his brother Porthos. They were two of the Mewsketeers litter she fostered.
What’s your pet’s favorite hobby?
Reaching his paw up into the electronic feeders to steal food out of them.
Porthos Koontz
Name: Porthos
Age: 1.5
Breed: Domestic shorthair cat
How did you meet your pet?
We adopted him through the Forgotten Felines of Huntsville nonprofit. I follow one of the people that fosters for them on Facebook. She regularly posts updates about her fosters and makes it almost impossible not to fall in love with all of them. We adopted him and his brother d’Artagnan. They were two of the Mewsketeers litter she fostered.
What’s your pet’s favorite hobby? Sleeping.
What’s your pet’s pet peeve?
Being pet when he hasn’t initiated it.
Ivy Koontz
Name: Ivy
Age: 1
Breed: Domestic shorthair
How did you meet your pet?
We adopted her through the Forgotten Felines of Huntsville nonprofit. She was being fostered by the same person that fostered our two boy cats.
If your pet had a human job, what would it be?
She is very feisty, so maybe an MMA fighter.
What’s your pet’s favorite hobby?
Looking out the kitchen bay window.
What’s your pet’s pet peeve?
Other cats getting fed before her.
Jolene Koontz
Name: Jolene
Age: 1
Breed: Domestic shorthair
How did you meet your pet?
We adopted her through the Forgotten Felines of Huntsville nonprofit. Our daughter and her husband were going to adopt her, then found out one of their other
cats has feline leukemia and they felt it was best to not follow through on the adoption. I asked the foster if he would let us adopt her instead.
If your pet had a human job, what would it be?
Store greeter
What’s your pet’s favorite hobby?
Napping in front of the ceramic heater in her daddy’s home office.
Enzio Koontz
Name: Enzio
Age: 10
Breed: Pomeranian
How did you meet your pet?
My daughter’s freshman year college roommate needed to rehome her dog, so my daughter brought him home to me.
If your pet had a human job, what would it be?
Security guard. He barks whenever he hears anything happening in our house.
What’s your pet’s favorite hobby? Laying on a king size bed pillow and sleeping.
What’s your pet’s pet peeve? Cats invading his personal space.
Spagooter Feick
Name: Spagooter (like spaghetti with a twist and some Appalachian twang)
Age: 3
Breed: American shorthair, black
How did you meet your pet? College! I adopted her from her previous owner.
If your pet had a human job, what would it be?
Therapist. She’s an excellent listener.
If your pet had a job at Innovative, what would it be?
Sales. She’s persuasive, talkative, and really knows her products.
What’s your pet’s favorite hobby? Sleeping, eating, playing with her toys, and watching the train go by (in that order).
What’s your pet’s pet peeve? When I leave my apartment.
Church Bruening
Halpert Dixon
Mozzarella Feick
Who is your pet’s celebrity lookalike?
Selena Gomez
Who would voice your pet in an animated movie?
Selena Gomez
What is one thing you and your pet have in common?
Napping — we love our weekend naps.
Nicknames?
Spug Bug, Spug, Honey Bun, Honey, Honey Bunches of Oats
Mozzarella Feick
Name: Mozzarella
Age: 9 months
Breed: Hedgehog
How did you meet your pet?
Found a reputable breeder online. Got to see her grow before she was ready to go home!
If your pet had a human job, what would it be?
Professional runner. Would definitely make it to the Olympics.
If your pet had a job at Innovative, what would it be?
Designer. She has a keen eye and a bit of a perfectionist.
What’s your pet’s favorite hobby?
Running or sleeping! There’s no in-between.
What’s your pet’s pet peeve?
Mom “annoying” her when she’s sleeping.
Who is your pet’s celebrity lookalike?
Anya Taylor-Joy
What is one thing you and your pet have in common?
We have the same hair color! Practically twins.
Nicknames?
Motzi (I use this more than her actual name), Motzi Ball Soup, Girlfriend, Grumpy Gus
Church Bruening
Name: Church
Age: 2
Breed: Unknown (possibly Nebelung)
How did you meet your pet?
I found Church through Petfinder.com, which helped me connect with a nearby
local shelter that was housing him. When I first saw his picture, I knew that he was “the one!” I visited him once before getting to take him home, and though the car ride from the shelter was a nightmare, I wouldn’t trade Church for anything!
If your pet had a human job, what would it be?
Something in the communications field because he sure likes to talk!
If your pet had a job at Innovative, what would it be?
Maybe he’d be on the design team … I’d like to think he has an eye for design.
What’s your pet’s favorite hobby?
Besides sleeping wherever he can and as long as he can, Church loves to fetch, run, scratch, and play. He has a few toys that will send him sprinting if he sees them thrown!
What’s your pet’s pet peeve?
Being picked up while sleeping, ear touching, and claw trimming day.
Who is your pet’s celebrity lookalike?
Many have compared him to Fetty Wap. Ha.
What is one thing you and your pet have in common?
We both have a deep appreciation for being cozy, staying hydrated, and cuddling up together.
Nicknames?
Bebés, Churchy, Pumpkin, Menace to Society (on special occasions)
Halpert Dixon
Name: Halpert Moon Unit Dixon
(aliases: Hal, Halbins, Bins, Baby Good)
Age: 6
Breed: Pug/German shepherd mix
How did you meet your pet?
Someone was giving his litter away in a Kroger parking lot, and he was the last puppy left. If no one took him that day, he was going to end up at the shelter. So my college roommate and I took him home with us and subsequently lied to our landlord for two years about there being a dog in our house.
If your pet had a human job, what would it be?
Walmart greeter
If your pet had a job at Innovative, what would it be?
Sales. He’s a people person.
What’s your pet’s favorite hobby?
Staring out my bedroom window in the background of all my Zoom meetings.
What’s your pet’s pet peeve?
Getting his nails trimmed.
Who is your pet’s celebrity lookalike?
Scrappy Doo or the pig from Moana
Who would voice your pet in an animated movie?
Adam Devine
What is one thing you and your pet have in common?
A passion for microwave popcorn.
Barry Glover
Name: Barry (the shelter told us he was named after Barry Manilow)
Age: 3 on February 2, 2022
Breed: Pitbull/lab mix
How did you meet your pet?
My Mini Dachshund, Watson, passed away about three years ago. Last year, I decided it was finally time and began scouring the internet for a (housetrained) rescue to complete the dog-shaped hole in my heart. After weeks of searching and driving my husband insane, I saw Barry’s face and never looked back. We drove two hours to the rescue that weekend.
If your pet had a human job, what would it be?
Mall cop
If your pet had a job at Innovative, what would it be?
Lead window watcher
What’s your pet’s favorite hobby?
Curling up like a croissant and snoozin’. Occasionally nibbling (not chewing) on a specific toy.
What’s your pet’s pet peeve?
When we don’t acknowledge his presence upon entering the house. Also, Hilda.
Who is your pet’s celebrity lookalike? I can’t really explain it but I’m thinking Adam Driver.
Who would voice your pet in an animated movie?
This will never be quite right, but I’m going to say Milo Ventimiglia.
What is one thing you and your pet have in common?
We both hate when people approach the front door, unless they put down a package and immediately leave.
Nicknames?
Barry Boy, Care Bear, Blueberry, Widdle Baby, Pumpkin Patch
Hilda Glover
Name: Hilda (named after a character from the game Fire Emblem: Three Houses)
Age: 1 on June 13, 2022
Breed: German shepherd
How did you meet your pet?
My husband’s uncle breeds German shepherds, so she was a belated wedding present.
If your pet had a human job, what would it be?
Archaeologist
If your pet had a job at Innovative, what would it be?
Page durability inspector
What’s your pet’s favorite hobby?
Chewing on rocks, dirt, and Barry’s legs.
What’s your pet’s pet peeve?
Despite Barry jumping on the bed with ease, Hilda’s attempts have thus far ended with her absolutely eating it and consequently pouting. It is a real treat to see. In fairness, the top of the mattress is 3.5’ off the ground.
Who is your pet’s celebrity lookalike?
Gonna go with Gabrielle Ruiz (Valencia from Crazy Ex-Girlfriend)
Who would voice your pet in an animated movie?
Kristen Schaal (Louise from Bob’s Burgers). We’re just always giving her some variation of that voice, poor thing.
What is one thing you and your pet have in common?
We both like watching Letterkenny and
letting treats hit us in the face instead of catching them in our mouths.
Nicknames? Big Baby, Brat, Sweet Girl, Baby Shark/Land Shark
Lola Lauer
Name: Lola Michael Lauer, also known as Lola Dog, Lola Girl, Baby Lady, Puppy, Queen Lola
Age: 6
Breed: Schnauzer mix, though I suspect she is an ancient crone trapped in the body of a dog.
How did you meet your pet?
My husband and I got her through a foster organization in Pennsylvania, where we lived at the time. According to the organization’s paperwork, Lola and her siblings were found on the side of the road in Kentucky, so our move here was a homecoming of sorts for her.
If your pet had a human job, what would it be?
Loss prevention, security specialist, or possibly reporter. I like to pretend that she’s a robot sometimes, and that LOLA is short for Localized Observational Lightweight Automaton. She’s also suited to nursing. She’s very attentive and protective when one of us isn’t feeling well.
If your pet had a job at Innovative, what would it be?
She would be a graphic designer. She’s very creative about the way she gathers pillows and blankets to snuggle on, and she is particular about her space in a way that I associate with an appreciation of aesthetics.
What’s your pet’s favorite hobby? Finding a patch of sunlight cast from a window and resting in it in the most photogenic way imaginable.
What’s your pet’s pet peeve? When her food is presented to her without fresh salmon on top.
Who is your pet’s celebrity lookalike?
Joe Manganiello
Who would voice your pet in an animated movie?
Kristen Schaal or Sugar Lyn Beard could do it.
What is one thing you and your pet have in common?
We’re good at vocalizing our feelings.
Adobe Pomiecko-Meany
Name: Adobe. Also known as Booboo Age: 10
Breed: Orange tabby
How did you meet your pet?
Kentucky Humane Society soon after moving to Kentucky.
If your pet had a human job, what would it be?
A babysitter. He’s very good with and protective of my daughter!
If your pet had a job at Innovative, what would it be?
An editor because he is very friendly to all of our guests.
What’s your pet’s favorite hobby? Birdwatching.
What’s your pet’s pet peeve?
Our other cat’s existence.
Who is your pet’s celebrity lookalike?
Farkas from A Christmas Story
Who would voice your pet in an animated movie?
Someone snarky and sarcastic
What is one thing you and your pet have in common?
We like watching TV.
Ellie Pomiecko-Meany
Name: Ellie. Also known as Bubba, Lil Bub Age: 8
Breed: Domestic shorthair
How did you meet your pet?
My husband surprised me with her!
If your pet had a job at Innovative, what would it be?
A designer because she is very introverted.
What’s your pet’s favorite hobby?
Presenting us with her toy mouse every night, announcing it as she does so.
What’s your pet’s pet peeve?
Anything too noisy, although she herself can be very noisy.
Who is your pet’s celebrity lookalike?
Toothless from How to Train Your Dragon. As a kitten, she very much resembled Ellie from Up due to her crazy hair and spastic nature, which is how she got her name.
Who would voice your pet in an animated movie?
Someone spazzy and loud but also afraid of everything.
What is one thing you and your pet have in common?
We enjoy being alone.
Chai Medeiros
Name: Chai Latte Medeiros
Age: 1.5
Breed: American shorthair
How did you meet your pet?
Adoption event at the Jacksonville Humane Society
If your pet had a human job, what would it be?
Professional restroom assistant
If your pet had a job at Innovative, what would it be?
Pen attacking designer
What’s your pet’s favorite hobby?
Sleeping right in the middle of the bed like no one else is in it.
What’s your pet’s pet peeve?
When her cat roommate wants to play and she clearly doesn’t.
Who is your pet’s celebrity look alike?
A mix between Angelina Jolie/Catherine Zeta Jones.
Who would voice your pet in an animated movie?
Ashley Eckstein
What is one thing you and your pet have in common?
We appreciate sleep.
Molly Rubsam
Name: Molly, Molly Bear, Baby Bear, Sugar Bear, Molly Smalls
Age: 8 years young
Breed: Lab mix
If your pet had a human job, what would it be?
I think Molly would have been a therapist
… She is a great listener.
If your pet had a job at Innovative, what would it be?
At Innovative she would be in sales. She is definitely persistent, doesn’t take no for an answer — she gets whatever she wants.
What’s your pet’s favorite hobby?
Her favorite hobby is playing frisbee. She’s a pro.
What’s your pet’s pet peeve?
Her biggest pet peeve is sports on TV. She’s great watching sports in person, like baseball or a volleyball game, but she can’t stand basketball or football on TV.
Who is your pet’s celebrity lookalike?
Julia Roberts — Molly is definitely America’s sweetheart and she’s known for her pretty smile she gives when she happily greets humans.
Who would voice your pet in an animated movie?
I think Emma Stone would voice Molly in an animated movie. She’s funny, charming, and lovable just like Molly Bear.
What is one thing you and your pet have in common?
We both love love love being outside in the sun. We love swimming and tanning together.
Chai Medeiros
Molly Rubsam
OUR SERVICES
Magazines and Journals
We embrace print, and offer digital solutions that let your members experience the best of both worlds.
Directories
Keep your members connected with print and digital directories and buyers’ guides.
Showguides
Your conference or tradeshow is your chance to show off everything your association has to offer. Make it an informative and enjoyable experience with guides that help participants get the most value.
THE BIG QUESTION: DOES ANYONE EVEN READ MAGAZINES?
Absolutely. Print isn’t just alive — it’s thriving in the association space. Amid endless email spam and “Current Resident” junk mail, a professionally designed magazine feels special. It’s something with longevity that readers can hold on to and linger over. Pair stunning print publications with easy-to-use digital solutions for the perfect combination. Remember that
SERVICES
Custom Writing and Content Creation
Have your own content you’d like to feature? We'll perfect it so it’s press ready. Need help developing your ideas? We can create an editorial plan, write original articles, interview sources, and help you gather content.
your magazine is the direct connection to the association for many members!
Benefits of Having a Print Publication
• Increased member engagement. Use your publication to share important news and advocacy priorities with members.
Design and Branding
Our team can revamp your logo, spruce up your website or create a targeted marketing piece.
• Growth opportunities for your organization. An effective custom communications piece is a tool to retain and grow membership.
Advertising
Our publications have power. We work with industry-leading trade associations that advocate for their members. These decision-makers have abundant options for the products and services they need. Wouldn’t it be awesome if they thought of you first?
• Added value to members. Magazines are an informative member benefit and also provide advertising and publishing opportunities for members.
• Access to our team. Innovative Publishing is a trusted consultant and partner for all your communications, marketing and branding needs.
How Innovative Publishing Tailors
EDITORIAL PLANNING TO YOUR NEEDS
Y
YOU KNOW THOSE ACTORS WHO PLAY A VERSION OF THE SAME ROLE OVER AND OVER? THEN THERE ARE THOSE OTHER ACTORS WHO ARE IMPOSSIBLE TO TYPECAST, BECAUSE EVERY ROLE IS VASTLY DIFFERENT AND THEY ALWAYS NAIL IT.
INNOVATIVE PUBLISHING IS THE LATTER.
We get that no project is the same as the next, nor should it be. We work in 25 industries and counting, handling more than 300 projects per year, and we make it our business to understand yours. From our award-winning design team to
our nimble sales consultants, we know how to adapt to what you need with our flexible process.
One of our tailored-to-you solutions is editorial planning. We provide our partners the freedom to be as involved in the editorial process as they’d like. Do you have a team of industry experts ready to provide content? Awesome! Do you have zero idea where to start and need help brainstorming? Also awesome!
Here are some scenarios we can adapt to create an editorial planning solution perfect for your publication.
The Hands-On Content Curator
You may choose to provide all the written content for your publication. This may or may not include photos — many publications mix member photos and stock photos that our designers select to best convey your message.
If this is you, our production team will focus on the best presentation for the content you’ve curated. Your content will go through several rounds of proofreading so it’s polished and ready for your review. We keep all your preferences at the forefront.
Some clients in this category have a written editorial plan. Sharing that with us early on lets us help you with brainstorming, developing ideas for sidebars
or infographics, and maximizing sales by showing advertisers how your content is relevant to their needs.
The Group Project Leader
Maybe you’d like to split up the writing assignments. In this scenario, you might provide some of the editorial content while assigning our team one or more articles to write. You provide us with the topic and the contact information of any interviewees you’d like included, and our editorial coordinator matches the project to one of our writers.
DIMENSIONS: 4.5” X 6.875”
Contact Innovative Publishing at 844.423.7272 or advertise@innovativepublishing.com
For sample purposes only, contact your sales representative for details.
You might also have an outline that you need help developing. Our team can review and offer suggestions and clarifying questions. Whether we’re your writing collaborator or consultant, we’re here to lend our expertise to the most resonant expression of your expertise.
The Executive Producer
If you need to fully delegate the editorial planning to a trusted partner, this is the solution for you. Your Innovative editor and editorial coordinator can develop an editorial plan for you to approve, with as much or as little direction on topics as you’d like.
In this scenario, our clients often contribute timely content, such as event recaps and leadership letters.
We can also provide general interest articles to supplement any content you provide or assign. These articles can be more industry-specific, or broadly applicable professional development articles. We can build these into your editorial plan, or add them as needed.
Perfect for You
Our team is your team. Whatever level of collaboration you need can work with our process. We listen to your goals and figure out how to best curate quality content, professionally designed on an industryleading production schedule.
Whether you want to be super hands-on or let us take the lead on editorial planning, we make the process easy and enjoyable. Let us design the perfect process for you.
Liz Herrera Lauer is the managing editor and marketing strategist at Innovative Publishing. Reach her at liz@innovativepublishing.com.
How to take great photos for print
YOUR MAGAZINE IS A GLIMPSE INTO YOUR ASSOCIATION’S STORY, AND PHOTOGRAPHY IS AN EXCELLENT WAY TO ILLUSTRATE IT. HELP READERS GET THE WHOLE PICTURE, OR AT LEAST 1,000 WORDS’ WORTH, WITH THESE QUICK PHOTOGRAPHY TIPS.
Let’s Get Technical – Image Quality No matter the image’s subject, quality is the greatest determining factor for a photo’s successful reproduction in print. There’s only so much editing you can do to improve a photo if the original is too small or out of focus.
The first thing you can do to make sure your images look great in print is to use a good camera. Smartphone cameras have come a long way, and most of them will provide adequate quality for print. For the best quality and the best display potential, though, photos from a DSLR camera are ideal.
The next step is to send those photos at their largest file size. If you are sending from a smartphone, be sure to send the original photo, not a screenshot, to ensure the best quality. Email will often automatically compress files for easier sending, so the best bet is to use a file-sharing service such as Dropbox or Google Drive (you can upload to Innovative here!). The larger the file size, the better — even if the photo is going to run small on the page.
Show Your Association in the Best Light
A well-lit photo will always fare better in print. It’s all about getting the most even light possible so that every detail will show up crisp and clear.
On one hand, avoid backlighting your subject. While it might seem better to position people so that the sun is out of their eyes when you are taking the picture, the light behind them will cast a shadow over their faces. This can cause the picture to be grainy, even after editing. If this position is unavoidable, be sure to adjust your camera’s white balance and exposure settings before you shoot. On a smartphone, tap the screen on the area of the subject before shooting and these settings should adjust automatically.
On the other hand, avoid using flash — it will overexpose some areas of the photo and make the rest too dark.
Using natural light is the best option. Position yourself and your subject so that
neither of you is blocking the sunlight. If you are inside, stand near a window and try to limit other light sources, such as overhead fluorescents. The ideal time of day for photos is shortly after sunrise or just before sunset when the sunlight is softer than other times of day. When the sun is higher in the sky, it casts harsh shadows and makes it trickier to get a balanced shot.
Capture the Big Picture
Another important consideration when taking photos is framing and cropping. If you are taking a headshot, for instance, be sure to include both shoulders and the top of the head in the frame. You can always crop in on a photo later, but you can’t zoom out.
Also, try to take a variety of pictures, including scene setters (step way back, or get a shot from above) and detail shots (get in close!). It is natural to want to take photos from chest height, but try shooting from a different angle to create a more dynamic composition. And remember to take both vertical and horizontal shots — this gives the designer more options when arranging the page.
Feeling creative? Try experimenting with depth of field to minimize a busy or distracting background. This is where you focus in on one detail (usually in the foreground) and soft focus the rest of the shot. You might also try utilizing the rule of thirds, which is a simple composition technique that places your subject in one third of the frame rather than the center. To do this, imagine a grid — with two equally spaced vertical lines and two equally spaced horizontal lines — that splits your image into nine equal parts. Place your subject along one of those lines or where they intersect. This draws the viewer’s eye to your subject first and the other elements in the photo second, creating hierarchy, harmony and a more artistic shot!
Finally, aim to tell a story with your photos. Portraits are great, but not every shot has to be posed. Look for genuine moments — laughter, handshakes, etc. These photos are typically more informative because they show personality and will draw the attention of viewers.
Catherine Meany is the design manager at Innovative Publishing. Reach her at catherine@innovativepublishing.com.
The rule of thirds uses a grid to split your image into nine equal parts. Try placing your subject along one of those grid lines or where they intersect to create a more compelling image.
How to choose high-quality photos for your publication
WWE’RE NOT ALL PROFESSIONAL PHOTOGRAPHERS. WHEN YOU HAVE A MOUNTAIN OF PHOTOS TO SORT THROUGH THE WEEK AFTER AN EVENT, OR IF AN ASSOCIATION MEMBER TURNS IN DOZENS OF SUBMISSIONS FOR THE PHOTO CONTEST YOU’RE HOLDING, IT CAN BE HARD TO SIFT THROUGH THE NOISE AND KNOW WHICH PICTURES WILL LOOK GOOD IN PRINT AND BEST CONVEY YOUR MESSAGE. THAT’S WHY WE’RE DEDICATING A SERIES OF ARTICLES TO TEACHING YOU HOW TO TAKE AND CHOOSE THE BEST PHOTOS FOR YOUR MAGAZINE.
What makes a good photo for a professional print magazine isn’t always the same as what makes a good photo for your company or association’s Facebook or Instagram. So, to start out, let’s talk a little bit about the technical side of what makes up a digital picture.
The Nitty-Gritty: Pixels and Grain We’ve all heard of pixels. When shopping for a new phone, you’ve probably compared camera megapixels between one model and another, or you’ve watched that number climb each year there’s a new release. More megapixels is better megapixels, that you’re sure of, but you might not be sure exactly what they’re measuring or how many you need to take a good picture.
A pixel is like the atom of a digital picture, the smallest piece of the picture that your computer or camera records. A single pixel is a tiny square of color. A megapixel (MP) is just a little over 1 million pixels. The display of a standard HD computer screen or TV is 1.98 MP. Given that the latest iPhone has a built-in 12 MP camera, you may be tempted to believe that any photo taken these days would be high enough quality to print.
Printing, however, requires a much larger number of pixels to look clear than a digital display. We call this dots per inch (dpi). The average computer screen will have a dpi of 100-140 depending on its size; meanwhile, a printed page requires a minimum 300 dpi to remain clear. This means that a photo as seen on your computer will have to print two to three times smaller. Check your picture dimensions by right clicking the file and selecting “Details” on a PC or “Get Info” on a Mac. Then divide these numbers by 300 to see how many inches your photo will print at. A full-page cover on a standard magazine is 8.625 by 11.125 inches including bleeds, so a cover photo would need to be at least 2,250 by 3,300 pixels, or 8.03 MP.
A good smartphone can record enough pixels to print, but not all pixels are equal, which brings us to the next technical term: noise, also known as grain. Megapixels can tell you how big a photo can print, but they don’t tell you much about picture quality. When smaller, cheaper cameras, like the one in your phone, take photos in low light, they introduce noise, or random pixels of
incorrect color, in the photo. They also flatten the dynamic range of the photo, the difference between bright and dark areas of the photo, leading to a blander picture with less contrast. While your iPhone picture might be indistinguishable from a professional-grade DSLR photo in broad daylight, in lower light, indoors or under artificial light, the quality is greatly decreased. If you’re looking at digital photos on your desktop, zoom in to check for noise. And when you need to take photos, use high-quality cameras and good lighting whenever possible.
What Makes Photos “Pop”: Composition and Contrast
They say that great art is subjective, but you know immediately when an arresting photo draws your eye. Putting your finger on just why you find a photo interesting can be harder to pin down. Fortunately, there are a few rules of thumb and tricks of the trade that photographers and editors have been using for decades to pick out good pics.
Every photo should have subject. If you don’t know where in a photo you should be looking within seconds of seeing it, then it needs to be better cropped or you need to move on to the next photo. Photographers and artists will often make use of the Rule of Thirds, meaning people’s eyes are naturally drawn to the imaginary lines that divide a picture into thirds. The places where these lines intersect are even more important. Horizons, subjects and, in portraits, people’s eyes should usually be found along these lines. A subject should be prominent but not so much so that the context is lost. If so much of the frame is the subject that the background feels nonexistent or confusing, then a photo will feel claustrophobic and cramped. Portraits, photos of inanimate objects and stock photography, however, are examples where the contexts are understood to be unimportant; they are fine with ambiguous backgrounds, but even still too tight of a crop will make them feel cramped.
Faces are always interesting. Humans are social. When there’s a clear face in a photo or on a page, we’ll look there first. If that face is smiling or showing some form of emotion, we’re even more interested. That isn’t to say you should sacrifice photos with welldefined or interesting subjects for people just standing around and smiling, but all else
being equal, a picture where the subject is a person’s face is the more interesting picture.
Contrast is important. There are two types of contrast: contrasting colors and dynamic range, and good use of both often distinguishes great photos from average ones. Dynamic range is the difference between light and dark in the photo, and a photo with high contrast in this sense means that there are both bright lights and dark shadows. For photos that stand out, look for those that have both, with the subject well-lit but still not the brightest part of the photo.
The other kind of contrast important to photography is color contrast. Complementary colors are those opposite each other on the color wheel, such as red and green or blue and orange, and have the most contrast when appearing together. A photo made of only contrasting colors placed next to each other, though, will look clownish and distracting. Conversely, a photo making use of colors adjacent to each other on the color wheel, or analogous colors, will feel more unified. Many of the best photos have a distinct palette made of analogous colors and similar shades, with a sparing use of complementary color for contrast.
There’s nothing wrong with an edited photo, but always err on the side of caution. Every photographer edits their photos to increase or decrease contrast as needed. Be wary of heavily edited photos, though. While light editing can make a photo stand out, a heavily edited photo will look garish and unnatural.
Use the photo that’s in focus. If there are multiple photos of a single subject, pick the one where the focus is clearest. Crop, lighting, contrast and color can be adjusted if necessary, but that photo can’t be retaken. Zoom in to check if the subject is clear and in focus.
Go with your gut. The longer you stare at a photo, the more reasons you can come up with to like or dislike it, but your reader won’t do the same. Your first instinct when you see a photo is usually your best bet.
McKenzie Nalley is senior editor at Innovative Publishing. Reach him at mckenzie@innovativepublishing.com.
TEAMWORK A HOME RUN TEAMWORK
WWHAT GOES INTO AN AWARD-WINNING PUBLICATION? A CHILDREN’S BOOK, A CARDBOARD MOCKUP, AND DRONE SHOTS OF A 5.5-ACRE RETRACTABLE ROOF, TO START.
Late in 2019, we had the exciting opportunity to work with Manhattan Construction Group to create a commemorative publication for their latest Texas project – Globe Life Field, home to the Texas Rangers. We knew this publication needed to be special, incorporating some sophisticated printing effects to best present the impressive construction feats taking place at the stadium. A huge plus to a printed medium is that it provides a tangible experience for the reader, allowing them to physically interact with the content. There are lots of options to make that experience fun and flashy, but we really wanted it to be meaningful as well.
First, we assessed the most unique aspects of the project that deserved to be highlighted in the publication. We considered features such as the 100-foot-tall brick archways, the 1.8-million-square-foot HVAC system, the use of the largest crane in North America, and perhaps most notably, the 5.5-acre retractable roof. How could we draw attention to this impressive, mobile feature of the ballpark? Designer Molly Dixon had an idea.
What if the magazine opened the way that the roof does? Could the pages retract? We started to consider something like a foldout poster, but wanted to replicate the way that the roof actually operated as
closely as possible. The roof is the largest single-panel operable roof in the world and slides open laterally on a track. We started brainstorming how the page could pull out to emulate this.
Inspiration comes in many forms One source of inspiration was none other than a children’s book belonging to designer Catherine Meany’s young daughter. The pages of Picture Magic Farm have tabs that pull out to the side to reveal color versions of the illustrations on each page. While not exactly the solution we needed, mechanically the idea was very similar and proved to be a helpful visualization tool (pictured at right).
Another reference source was a coffee table book about art that Molly had seen. This book used similar pull-tab features to illustrate interactive artwork and design concepts. This further demonstrated the potential for something like that to work for our content (pictured at right).
A team effort
Next, we pitched the idea to the communications team at Manhattan Construction Group. It all hinged on getting two identical photos from directly above the stadium, one with the roof closed, and one with the roof open, to make this work. The construction team was already
using drones to capture images of the construction progress along the way, and they agreed to take these images for us. They even arranged a test shot for us to work with and request adjustments to during production.
With the Manhattan Construction Group team on board and a loose concept of how this could operate, we met with our local printer Welch Printing Company to see if it was even feasible. Coincidentally, they had just finished another job printing
invitations that had a similar pullout tab. We pitched the details of our idea, and they came back to us with a cardstock mockup to demonstrate how it could work. This would turn out to be a vital reference point for us as we put those pages together!
By design
For the rest of the publication, we pulled inspiration from both the sport of baseball as well as the Rangers’ branding to create recurring design elements. For example, we used a double chevron near each introductory paragraph and pull quote to subtly represent the stitches on a baseball. We also used a baseball diamond as the symbol to signify the end of each story, and a pennant shape as a page label.
For each section intro, we took an illustration of baseball stitches and placed it across two pages to give the illusion of a rounded shape. To make these pages stand out even more, the graphic was printed using UV-coating only on the illustration, which creates a gloss effect on the page (pictured below).
The Rangers organization was gracious enough to share the font graphics used for their team jerseys and other branding materials. We used this typography for the page numbers on the table of contents, for the by-the-numbers sidebars, as well as for the drop caps.
Curveballs
The construction of the stadium and the production of the magazine were occurring simultaneously. We knew many of the images were going to get to us at the last minute, including these crucial shots of the
roof. Opening day for major league baseball 2020 was quickly approaching, which meant our deadline for press was approaching even faster. The goal was to hand out the magazines at the Rangers home opener, and we had to allow time for printing, including the hand labor to create this pullout page, and shipping. As a result, we were unable to get a photo of the finished roof and stadium in time for use in the publication.
Little did we know what 2020 would have in store. Covid-19 did not delay our print production, but it did delay the start of MLB and the public reveal of the brand-new stadium. Had the timing been a little different, maybe we could have gotten those finished project photos of the roof!
In the end, we were very excited to see this come to life. We couldn’t have done it without Manhattan Construction Group’s team, the Rangers and Welch Printing Company being so cooperative and wonderful to work with. All around, this project was an impressive display of TEAMWORK.
Globe Life Field would go on to win Associated General Contractor of America’s Build America award. As construction manager for the project, Manhattan Construction Company received the 2021 Construction Risk Partners Build America Award for Construction Management New or Renovation ($100 million or more). TEAMWORK would go on to win two 2020 Maggie Awards for Best Overall Trade Publication and Best Annual, Semi, Three-time, Quarterly/Trade Winner.
Catherine Meany is the design manager at Innovative Publishing. Reach her at catherine@innovativepublishing.com.
The page labels were made in a pennant shape
FULL SWING
plate was dug up at Globe Life Park, which had been the home of the Rangers since 1994, and then ceremoniously placed in the Rangers’ new ballpark, Globe Life Field. That home plate has seen more than 2,000 regular season games in front of thousands of Rangers fans, and its journey from one ballpark to the other demonstrates the importance of honoring a legacy and continuing traditions, even when they continue in a new place.
That nod to the past can also be felt in some of the architectural features at Globe Life Field, most notably the brick arches that run along the ballpark’s north façade. These arches are reminiscent of the exterior of Globe Life Park, which consists almost entirely of brick arches that face outward from the ballpark.
“Brick itself can lend a feeling of history to an otherwise modern structure, as masonry is a time-tested building profession,” said Bill Van Meter, project manager at DMG Masonry.
“Even before there was steel, there was a guy back in cave days who put one rock on top of two rocks to create a wall. I live that. It’s what we do,” Van Meter said.
Of course, brick masonry has come a long way since cavepeople roamed the earth, and the arches at Globe Life Field are a testament to the potential of masonry.
Unlike the Rangers’ old ballpark, the 18 arches at Globe Life Field are built so that the openings line up and create a tunnel effect. DMG Masonry designed, built and erected the brick arches, which also included granite and limestone at the bottom of the columns supporting the arches. Both the main concourse and the upper concourse thread through the 100-foot-tall archways.
“They’re all lined up over your head, when you’re walking down the upper concourse on the north track,” Van Meter said. “It’s a stunning feature.”
At the Rangers’ old home, the brick arches were an exterior feature, but the arches at Globe Life Field are central to the ballpark’s design, both inside and outside, and intersect the 1,000-foot-long glass curtain wall on the north façade.
Even right beside a sleek, modern glass curtain wall, brick archways, which have been around for centuries, acknowledge a history. Certainly, Rangers fans will notice the connection and the continuity from the team’s old stadium. Despite being in a brand-new ballpark, Rangers fans will feel like they’re home at Globe Life Field.
“That’s the cool part to me,” said Andy Patteson, senior superintendent at Manhattan Construction. “They’re wanting to incorporate some of the old
The Rangers organization shared the font graphics used for their team jerseys and other branding materials for use in the bythe-numbers sidebars, as well as for the drop caps
ballpark features into the new ballpark and trying to carry on a tradition.
“I’m out here day in and day out watching it go up, and I bring in a fresh set of eyes and show them, and they’re wowed by it,” Patteson said.
To create that look, the structural steel columns were erected first, followed by precast panels. Getting the precast panels into place was difficult, Van Meter said.
Each arch consists of about 42 pieces that weigh between 800 and 1,200 pounds, he noted. But there was nothing to work from except the steel structural. DMG Masonry had to figure out how to build the arches using the precast panels and how to access the hardto-reach areas in order to lay roughly 650,000 bricks.
“The floor of the upper concourse is not designed for the weight of a forklift that was capable of reaching that high,” Van Meter said. “I had to come up with a way that we could do it off of scaffolding that made it quite a bit more challenging and more labor-intensive.”
Even though the process would take more time, the masons were at the mercy of the other trades to finish their work before they could start the hand-laid brick on the arches.
“Everything had to be finished before we could get in there to do the hand-laid brick on the steel columns.
It was all framed — stud framing — with sheathing and water barrier, and you had to have all your water
barrier intact and complete before we could start,” Van Meter recalled. “We’re the last of the process.”
DMG Masonry was also on-site in the earlier stages of construction, building some lower-level parts of the ballpark that most fans will never see.
Using about 533,000 concrete masonry units (CMUs) reinforced with rebar and grout, DMG Masonry worked with Manhattan and other subcontractors, including plumbers and electricians, to build elevator shafts and mechanical areas with piping, chillers and other equipment, Van Meter explained.
“We had to work hand in hand with everyone,” he said. That cooperative effort is precisely what made the Globe Life Field project a success despite its engineering challenges. That level of cooperation comes from having a good team, a team Manhattan carefully selected based on experience and trust.
“As subs, we know that Manhattan has got a track record with the kinds of projects they do, and they will get it done. They’re going to do everything they can to help, but every day’s a challenge. It’s a challenge that I look forward to, that we all look forward to. Even as challenging as it is, I enjoy working with Manhattan — or we wouldn’t do it,” Van Meter laughed.
DMG Masonry has been working with Manhattan for Van Meter’s entire career, which spans almost 30 years,
“WHEN YOU ENTER FROM THE NORTH, WALKING BENEATH THE HUGE BRICK ARCHES, IT’S AN ICONIC EXPERIENCE BECAUSE YOU HAVE SUCH A HEIGHTENED SENSE OF ARRIVAL.”
–BRYAN TRUBEY, PRINCIPAL AND EXECUTIVE VICE PRESIDENT, HKS
and in that time Van Meter has come to appreciate Manhattan’s professionalism.
Working together, Manhattan, DMG Masonry and the rest of Manhattan’s subcontractors have accomplished some impressive architectural feats. Among them are Globe Life Field’s 100-foot-tall brick archways with a design that harkens back to the history of Rangers baseball. The arches are an iconic feature that’s sure to be appreciated by Rangers fans in Arlington and everywhere.
“When you pull up, what you’ll notice are those arches — those 18 brick arches in a row,” Van Meter said. “When you watch a baseball game on TV when they hit a home run, you’re going to see my arches in that shot because that’s [where] they’re hitting the ball.”
A double chevron near each introductory paragraph and pull quote was used to subtly represent the stitches on a baseball
FOOT TALL ARCHWAYS
