Viewfinder: We have a new look!


As you may have already noticed, we have a new look! It is important, every so often, for a magazine to change if the marketplace that they serve is dynamic. In our case, we are certain that our marketplace is hyper dynamic. We report on new products every month, and in the last few years we have seen entirely new categories of products. Things have changed in the 14 years that we have published Videomaker. We no longer serve a market primarily comprised of tape-to-tape editors using two VCRs. Nonlinear editing is now the most popular, easiest and fastest way to produce video. Over the years we have reinvented ourselves little by little to adjust to the changes in the marketplace. Most people don’t like change. We are creatures of habit and we quickly grow accustomed to the status quo. In this case, I think that all of you will like the changes that we have made.

We have a new logo. This is the most significant item. Not only because it is the primary identifier of our magazine, but also for our entire company. Our Website, Expos, instructional videos, workshops, T-shirts and even our camcorder lens tissues all have been christened with our new logo. We needed to make the logo change because the logo that we have used up through last month was created in the old days of analog. The logo on the cover of this issue was created to reflect the digital day that we live in.

Our editorial style will change also. You will find that our articles are comprised of smaller pieces that make for faster, easier reading. This is the trend of magazine publishing today. People get information is small pieces. People are busier than ever so they have less time to read long articles. Some magazine publishers suspect that this trend towards shorter reading is as a result of the Web. People are accustomed to reading short blurbs on Web pages. Speaking of the Web, our new editorial focus will provide more coverage of steaming video. This is one example of a category that didn’t exist just a few years ago.

I want to take this opportunity to commend my staff members that were involved in this metamorphosis. Janet Souza, our Production Director worked with a few consultants and her staff to achieve our new look. Samuel Piper, our Art Director applied his creative talents, along with Melissa Hageman our Production Coordinator. Steve Muratore, our newly promoted Editor-in-Chief spearheaded the new editorial direction, along with Chuck Peters our Managing Editor. In fact, nearly every person listed in the staff box to the right of this column worked hard to make our new look a reality. These publishing professionals made it look easy, but there was an enormous amount of work that went into this redesign. We’ve been working on this for over a year.

I want to personally solicit responses from all of our readers, especially you. You’ll find a survey on page 100 of this issue. Please take a minute to fill it out, send it in and let us know how you like our new look. We hope you are as pleased as we are.

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