News Column

Hispanic Business Teams With World-Class Designer

June 2002, HISPANIC BUSINESS magazine

Derek Reveron

--> Veterans in the publishing industry call him Super Mario, but they’re not talking about the character from a computer game. Mario Garcia, CEO of Florida-based Garcia Media Group, ranks as one of the world’s premier publication designers. He has written nearly a dozen books on editing and design. The Society for News Design awarded him two Lifetime Achievement Awards. And now he brings his signature style to the U.S. Hispanic market with this issue’s redesign of Hispanic Business.

“We wanted to make the magazine more contemporary, realign the print and Web-site content, and give it a slick look that appeals to an elite audience while maintaining a Hispanic element,” Mr. Garcia says. “This [project] is a source of great pride for us. … We wanted to put the best look on a magazine that is about Hispanics but read by non-Hispanics as well.”

“We wanted a 21st-century look, and we got one,” comments Jesús Chavarría, editor and publisher of Hispanic Business. “Ultimately, readers and advertisers will be the arbiters as to whether they can navigate more efficiently and productively through the pages of Hispanic Business.”

Visually, the new Hispanic Business features contemporary fonts, larger photographs, and breakout boxes that offer quick facts or side stories to augment a main article. “One thing you’ll see is an increase in visuals on the page, while maintaining the premium content of the magazine,” says Kenneth Whitney, director of Creative Services at Hispanic Business and designer of the magazine’s new cover logo. “With the advent of the Web, magazines have become a more visual experience, moving beyond providing pure information.”

To increase user-friendliness, the new design includes “Web pointers” with many articles. These horizontal colored boxes point readers to, where additional information and links to related content can be found. Readers will find that the Web site employs the same typefaces and “easy navigation” design as the magazine.

New departments also are being unveiled in this issue of Hispanic Business, reflecting the evolving issues facing our readers. “The Informant” contains brief news items on a broad spectrum of minority business topics. “ProActive” alerts professional readers about career moves and workplace trends. “LegalEase” provides CEOs and small-business managers with relevant legal advice. And “TechPulse” mirrors Hispanics’ rapid adoption of new technology.

The new names mark the start of a year-long process of refocusing the magazine’s core mission: documenting the economic empowerment of U.S. Hispanics. According to Mr. Chavarría, the refocus involves more in-depth articles on personal finance, globalization, media, and Internet technology. The magazine’s emphasis on empirical research, from original directories to demographic analyses, will continue. Results from the Hispanic Business readership survey, currently in progress, will inform the new editorial direction, he adds.

“In its 23-year history, Hispanic Business has been at the forefront of the Hispanic market,” says Kirsten McGregor, marketing director. “The redesign embodies our award-winning features, but also offers reporting geared for the demands of today’s business environment. ”

By teaming with Hispanic Business, Garcia Media completes its first redesign of a major U.S. Hispanic-oriented publication. Its newspaper clients include the San Francisco Examiner, the Dallas Morning News, and most recently a major redesign of The Wall Street Journal. The Hispanic Business job represents a sort of Hispanic community homecoming for Mr. Garcia. His stated objective of getting everyone involved in the writing, editing, and production of the publication to “think visually” shows in this landmark accomplishment.

Source: HISPANIC BUSINESS magazine

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