CW Magazine: Here’s Less, Do More: Cut Costs Without Compromising Creativity
I just finished reading a great Q&A in CW Bulletin, the online companion to CW Magazine. The interview is with a veteran creative director and entrepreneur at Grayton Integrated Publishing on how to cut costs with creative projects like marketing, advertising, and publications.
The interview contains some very sound advice, and I was struck at how much of it sounds familiar (pun intended):
What’s the first step to defining your objectives?
Whether you’re creating a magazine or a brochure or launching a full-blown campaign, don’t discuss what it will look like until you’ve agreed on its purpose. Who is your audience? What are you telling them? What are you hoping to achieve? Don’t try to figure out if your vehicle should be a bus or a Ferrari until you’ve determined where it’s coming from and where it’s headed.
Turns out the interviewee is my mother. Long-time readers of this blog may also remember that my Grandmother was recently in Sailing Magazine.
Alright dad, time to step it up!
Update: A few gramatical errors and some horrible spelling errors. Turns out my mother was also a copy editor.
