The Loupe - Contents



		Volume 12, Number 1 – Winter 2008 Branding for Business By Maripat Hinders and Jennifer Simpson Raise Your E-mail Marketing Grade By Matthew Curry and Kathy Jacquay Forget the “class clowns” of spam and learn what it takes to execute a thoughtful e-mail campaign. Mastering Media 101: The Art of Being Interviewed By Chryssa I. Zizos Read up to know what to say and how to say it. A Bright Idea for Print-On-Demand By Jennifer Simpson A user-friendly web interface handles everything from ordering, customization, fulfillment and payment.

		Volume 11, Number 2 – Spring 2007 How to Make More Sustainable Design Choices By Kathy Jacquay Through design, you can directly influence how your branding and communications print projects affect the environment. It is Easy Being Green! By Jennifer Simpson Here are a handful of ways you can be green, whether you have one minute or one year. Meaning in Every Shade By Maripat Hinders It's a color that means more than environmental responsibility. In Sickness and In Health By Jennifer Grinnell Exploring the marriage of social policy and commercial marketing. A Greener, Safer Plant for Chroma Graphics By Rusty Coolidge Protecting the environment and the employees, for today and the future.

		Volume 11, Number 1 – Winter 2007 Celebrate Your Anniversary in Style By Kathy Jacquay Anniversaries are powerful achievements that deserve recognition and promotion in several ways. Change is Good By Maripat Hinders The Loupe reveals how the world of marketing and design has changed over the years. The West Evolution By Maripat Hinders See how West has grown from a 2-person operation to what it is today after 30 years in business. Design Through the Decades By Jennifer Simpson The top ten elements of design West thinks will never go out of style. Thanks for the Memories... Former "Westies" reminisce about their favorite day at West.

		Volume 10, Number 1 – Summer 2006 The Art (and Science) of Developing a Winning Visual Identity By Maripat Hinders The creative and precise process that makes a brand shine. Tagline, Inc. Cheerleader for the Brand By Kathy Jacquay Just a few words can do wonders as a cheerleader for the brand. A New Identity Gives a Big Lift By Jennifer Simpson Association Management Center pursues a new, more engaging logo. Welcome to the Yezzi Coliseum By Leslie Miller Catch up with West’s account supervisor, Beth.

		Volume 9, Number 2 – Fall/Winter 2005 How to Draw a Crowd By Leslie Miller Getting the right mix at your next event. Internal Meetings By Kathy Jacquay Make them SNAP! CRACKLE! POP! Winter Reads By Allie Nichols Some tasty books to cozy up with by the fire. Trading Up for a New Tradeshow Booth By Maripat Hinders Maersk Line, Limited: Showing off their new look. Something about Allie By Beth Yezzi Meet Allie Nichols, West’s very own intern.

		Volume 9, Number 1 – Spring 2005 Reality Budgeting: Get Creative, Get Collaborative By Kathy Jacquay Coping strategies and tactics for communications professionals. *Solid Research Fuels FORUM* Magazine Redesign By Kathy Jacquay and Leslie Miller Association finds true identity for top member benefit. But I Don’t Like Red … By Jennifer Grinnell How to choose the best design for your project. Judging a Book by its Cover** By Maripat Hinders The American Institute of Graphic Artists picks the 50 best-designed books.

		Volume 8, Number 2 – Summer 2004 A Tailored Brn the Weband Ensemble o By Jennifer Grinnell Bringing your brand to the Web can be as important as your brand itself. Learn what to steer clear of when branding your Web site. Unlocking the Mystery of Search Engine Marketing By Maripat Hinders + Gene Ro Trying to reach your target market? Wondering how to best position yourself on the Web? Find out how users everywhere are turning to search engine marketing to ensure their investments are paying off. Web Content Management: Finding Your Recipe for Success By Kathryn Jacquay If you’re interested in implementing a content management system (CMS) within your company, here are some questions to consider, resources to consult and steps to lead you in the right direction. Bringing Design to Life By Beth Yezz West’s Matt Curry carries his passion for design throughout all aspects of his life.

		Volume 8, Number 1 – Spring 2004 The New Order of Marketing By Kristen F. Elson Get the Inside Track By Beth Yezzi E-mail Marketing Tips, Tricks and Traps Order Up A Template By Colleen Fisher Turning the Other Leaf By Maripat Hinders The Loupe introduces you to our new book club.

		Volume 7, Number 3 – Fall 2003 Elastic Design By Sarah Mahoney Clever — and cost-conscious — creative that stretches the value of your branding, promotions andother corporate materials. Survey Says... By Kristin F. Elson In Readership Research, Credibility Goes a Long Way. The Search for Tomorrow By Leslie Miller Find what you're seeking in the vast reaches of outer space. On the Road By Heather Knight Tales and travels from a new staff member.

		Volume 7, Number 2 – Spring 2003 It's a New Brand World By Jennifer Grinnell Effective brand building goes far beyond advertising and marketing. Find out how to reach your customers at every contact point by branding your company wisely. Nota Bene By Heather Knight The American Society of Business Publications Editors (ASBPE) needed to revamp their organization's newsletter, Editor's Notes, in a big way but with a not-so-big budget. Read on to learn how West improved their look for a price they could afford. Building Image, Managing Influence By Chryssa I. Zizos A well-designed and executed media relations campaign can prove to be a cost-effective and valuable tool for brand building. Learn how to successfully reach your public by following these useful tips.

		Volume 7, Number 1 – Winter 2003 Target Practice for Better Business By Chris Conrad Zero-in on your perfect audience with these market- and list-honing techniques. The Right Mix By Sarah Mahoney Print. E-mail. Broadcast fax. With so many ways of reaching your market, it's tough to know which method will work best. Here are some tips to get you started. Extreme Customer Service By Heather Knight Take customer relationship management to new levels.

		Volume 6, Number 1 – Spring 2002 Designwise The Annual Report: Your Goodwill Ambassador By Dori Koser Even when the news is negative, presentation can help put a good spin on your annual report. Between the Lines After the Storm By Gigi Toth How have major shifts in mood and culture affected marketing? Special ops Sweet from Sour By Kristin F. Elson Making the best of a bad employment scenario. The Buzz Wish You Were Here By Colleen Manigan Three reasons why there's less hassle in desktop travel.

		Volume 5, Number 4 – Fall 2001 Fueled by Freelance By Dori Koser In tight times, outsourcing can be a key component to creating a lean, high-performance staff. Make Your Magazine an Ad Magnet By Kristin F. Elson What draws in advertising? These clever tips for partnering with your advertisers can help you increase page count and revenue. Big Design on a Small Budget By Kristin F. Elson A shrinking economy doesn't have to mean a dull magazine. Creative design and printing approaches can help you produce dynamite issues for fewer dollars. Content Control By Amanda Sramek Contensive is a new Web content management tool that makes page updates and changes a snap — without sacrificing quality design.

		Volume 5, Number 3 – Summer 2001 Navigating the Turbulent C's — Employment in the New Century By Jennifer Salopek It's not just generations X and Y that have different expectations about the workplace. Learn how to hire and retain the best employees, regardless of their age and the economic climate. Take the Plunge By Jennifer Salopek and Danielle Perrotto Thinking about creating or updating your online pub? Now's the time to dive in! Writing Radar By Kristin F. Elson On the screen, every word counts. Make sure yours get ready with these easy-to-follow tips for the writing for the Web. Interacting with Interactive By Heather Knight Consultant Bryan Ferre puts the future of interactive into perspective. Flash 5.0 — Lights, Camera, Actionscript By Amanda Sramek Get a quick education on one of the major programs being used now for dynamic Web content.

		Volume 5, Number 2 – Winter 2001 The Editorial High Wire By Jennifer Salopek Learn how to balance the basics of publication compilation Ð balance in editorial content and balance between text and art, editorial and advertising. Checks and Balances By Colleen Manigan With sure footing, West takes you on a tightrope of the annual report production process that finishes with a piece that is innovative, intelligent and interesting. Ready…Set…Focus By Dori Koser and Nancy Lenehan Fax machines, cell phones, pagers and high-speed Internet connections have led to an unnatural racing of the mind. Find out how to avoid a work/life tailspin.

		Volume 5, Number 1 – Fall 2000 The Function of Form By Heather Knight When it comes to publications, everything from book size to type style to line spacing affect readability and understanding of the written word. One Size Doesn't Fit All By Danielle Perrotto Designers can create the coolest direct mail piece, but it must meet the stringent regulations of the U.S. Postal Service. Use these handy charts to be "size wise." Rounding Out Your Staff By Kristin F. Elson Get your company in a self-improvement program using these tips for structuring your staff, crafting job descriptions, making your next hires and even knowing when to outsource. Shaping the Year to Come By Kristin F. Elson Editorial calendars offer a glimpse into an entire calendar year of a magazine or newsletter. Learn how they're developed, who they attract and what they include.

		Volume 4, Number 4 – Summer 2000 The Proof is in the Packaging By Kristin F. Elson Appearance, along with simplicity and functionality, is everything in the ever-changing world of package design. Check out these top packaging points. Essential Ingredients for a Great Photoshoot By Danielle Perrotto A splash of original photography can spice up your next issue. Develop a delectable dish with the proper prep time and the right mix of players and props. What's in a Name? By Heather Knight Clearing your positioning palate often includes a new name for your pub. Here's a look at Westbound's process in tempting one association's taste buds.

		Volume 4, Number 3 – Spring 2000 You Are Here By Heather Knight The table of contents is a publication's map, its compass, its guide; but it's often treated as an afterthought. Learn how to make the most of a publication's most important page. Bring Your Own Oxygen By Dori Koser The heyday of the business traveler is over. Now it's poor service and dwindling creature comforts. Pack these tips for surviving your next trip. The Orbital Swoosh Movement By Megan Riordan This designer discovers that creative block is not really a lack of ideas — it's often too many ideas from too many influences. Find out how to manage your design "toolbox." Compromises and Casualties By Heather Knight When you create for pay, you're often at the mercy of someone else's ideas and opinions. Learn how to compromise between serving as a "tool" and selling your "talent." It's How You Play the Game that Counts By Colleen Manigan Using these tips, create a comfy, supportive environment for your creative staff — whether it be an in-house operation of just a few or a firm that you consider an extended part of your staff. What a Site to See By Amanda Sramek Reach practical, informative and just-plain-fun destinations straight from your desktop. With West's top Web sites, you can view everything from travel forecasts to sports scores.

		Volume 4, Number 2 – Winter 2000 White Open Spaces By Dori Koser The use of white space creates power. Successfully determining where and when it should be used will emphasize the most important elements on your printed page. The Art of Editing By Heather Knight Editing goes well beyond cutting copy or fixing grammar. Focus on the big picture and use this 10-step process to re-envision your entire magazine. The Eyes of a New Era are Watching By Kristin F. Elson Digital proofing, computer-to-plate and digital printing are quickly becoming the norm in the printing industry. Are we saying "goodbye" to the Dylux proof and film process forever?

		Volume 4, Number 1 – Fall 1999 Facing a Change of Corporate Life Branding at a Glance By Kristen F. Elson From marketplace positioning to letterhead package design, learn how to implement a shift in corporate identity. From Penny Press to E-Zine It's been a busy century for the much-loved magazine. By Heather Knight The magazine has endured the test of time. Follow its history on a timeline through the last century. Chain Reaction The alchemy of magazine redesign brings publications' gold to the American Chemical Society. By Heather Knight Find out why two association pubs needed a change and how West guided the design process. Turning 'Em Loose PDFs are running wild in production land. Here's how to two-step your way through this new frontier. By Colleen Manigan PDFs. Discover what's good and bad about these "paperless proofs" and how they affect print production.

		Volume 3, Number 4 – Summer 1999 Guiding Your Audience With Style By Chris Heltne Dressing Up Casual By Kristen F. Elson Seeing Is Believing By Colleen Manigan Free Style By Heather Knight

		Volume 3, Number 3 – Spring 1999 The Price of Perfection By Dori Koser Haste makes waste! Here's how to avoid carelessness and, instead, plan, schedule and budget your jobs to get them done right the first time. Putting the Right People in the Driver's Seat By Colleen Manigan West helps you evaluate your hiring process, from analyzing your staffing needs to reviewing resumes to prompting worthy discussions during interviews. Close, But Yet So Far By Colleen Manigan With some amazing statistics on the big botches that can still happen with 99.9 percent accuracy, West shows how "almost" is just not good enough. Before the Common Error By Heather Knight Here are a handful of common mistakes when it comes to word choice and grammar...and a few "tricks" to help you spot and avoid them.

		Volume 3, Number 2 – Winter 1999 Storming Creativity - A Break in the Clouds By Kristin F. Elson Don't let brainstorming sessions leave you in the dark! Learn how to establish a few ground rules and select a facilitator that will enforce those rules and report the results. Mission Control: We've Got You Covered By Colleen Manigan Here are a few magazine cover tips – from the topic and the timeliness to the design and layout – that will bring your readers in...not send them into orbit! Dream Into Motion By Heather Knight Make your magazine a reality! Learn how to launch the first issue, plan your advertising attack, and even establish a direct mail campaign to lock in those readers. Far out, Man! By Colleen Manigan Check out these unique "take-offs" of statistical blasts into history - from the largest movie premiere to the greatest distance from Earth attained by humans!

		Volume 3, Number 1 – Fall 1998 Learning on the Job - A Little "After School" Help Can Lead to A+ Employees By Kristin F. Elson An educational investment in your employees can better your organization and motivate the people working for you. Here's how to find great training opportunities! Getting Gold-StarCopy By Heather Knight Learn how to provide both volunteer authors and professional copywriters with the information and support they need to effectively communicate your written message. Refresh Those Memories! These days, succeeding in cross-generational marketing means more than just doing your homework. By Colleen Manigan West evaluates the shared era experiences of Matures, Boomers and X'ers. Take a look at some of the marketing tactics that seem to appeal to each of these three generations. Holiday Gifts for Grown-ups By Kristin F. Elson Corporate gift giving is a big business. Discover when to start planning and how to work with a gift vendor. Plus, see what personalized treasures are topping the corporate list!

		Volume 2, Number 4 – Summer 1998 Listen Up! Need a translator? Here are some tips to ensure you're speaking the same language. By Colleen Manigan Translation is not a process of word-for-word replacement. Learn how to select a translator that knows how to incorporate the target audience's local dialect and customs. International Marketing: The Shot Heard 'Round the World By Colleen Manigan Before marketing internationally, do your research! West offers advice on investigating the language, mailing requirements, cultures, customs and more of several regions. InConcert Segues Into a New Look By Kristin F. Elson Discover why and how Westbound gave this monthly newsletter a "facelift," allowing information to be quickly and creatively distributed to a geographically scattered audience. The Annual Report: How to Put Your Best "Look" Forward By Kristin F. Elson Learn how to incorporate accuracy, quality, creativity and credibility into the one publication that exposes your company the most. The Uh-Oh Zone By Heather Knight With buzzwords, puns and slang, marketing messages often can become confusing and ridiculous when translated. Take a look at these humorous examples.

		Volume 2, Number 3 – Spring 1998 A Growing Concern - Turning Paper (and Other Waste) into Power Environmental concerns are still alive in the publications business. See how a designer's choice of paper stock or a printer's switch to soy inks can make a difference. How Does Your Garden Grow? With a Lot of Direct Mail Direction and a Little Creativity! Chart record growth for your company with these simple lessons in direct mail - from determining the strength of the product you're selling to seeing the value in tiered mailings. Maturing Your Publication From Newsletter to Magazine is a Big Step - Here's How to Ease the Growing Pains Thinking about turning your newsletter into a magazine? Here's how to weigh the pros and cons, serve your audience better and maybe even get more for your marketing dollar! Take It or Leaf It - Customer Service: The Simple Secret to Growing Your Business Customer service means going above and beyond the call - outservicing your competitors. Narrow in on these tips to keep your customer service role in focus.

		Volume 2, Number 2 – Winter 1998 How to Motivate Yourself and Your Colleagues When You're Knee-Deep in the Workplace Want to make your team members believe they are essential to the success of your organization? Learn how you can build long-term loyalty by incorporating these simple acts into your daily routine. Picture This - A Lesson in Providing Promising Photos Here are the answers to the most asked questions received by West when it comes to an image's size, form, content, composition and usage. Magazine Design In-Depth - How to Capture the Reader Hook, Line and Sinker Find out the best way to bait a reader when it comes to magazine design - from making a good first impression via your front cover to creating consistency among inside departments.

		Volume 2, Number 1 – Fall 1997 Evolving Technology - Why You (Still) Can't Always Get What You Want (When You Want it) See how the processes of designing, writing, proofreading and press checking - even with the latest technology - still figure into the confines of an eight-hour day. About Face: The Production Ramifications of a Corporate Identity Change This interview with a Global One marketing manager outlines some of the biggest challenges faced - especially regarding publications - during a corporate identity change. On Second Thought..What to do when change is in the Air You can change your tie, your name, but it's a different story when it comes to changing your mind in design and marketing industry.


		Volume 1, Number 4 – Summer 1997 What's Hot, What's Not ... Trends in Design West's designers keep up with the trends in design and offer a glimpse into what's currently "in" - from format to paper to typography. Whipping Words Into Cool Copy Writing for marketing and advertising is not the same as composing your high-school term paper. Learn how to condition a written message to your customer's perspective. Pretty vs. Powerful - Sure-fire Tips for Publications Planning A solid strategic plan is behind every good publication. Here's how to determine the value of your pub beyond just the pretty pictures!

		Volume 1, Number 3 – Spring 1997 On Press and Feeling the Blues - Here's How to Turn Your Color Mistakes into Miracles This Q&A format of common color-related scenarios will help you learn how to achieve certain color effects with slim budgets, avoid the trouble spots and apply some color "tricks-of-the-trade." Color Basics Find out how colors can enhance a message... and on how they're affected by everything from the demographic nature of your audience to the amount of money in your budget!

		Volume 1, Number 2 – Winter 1997 Oh, no ... Not Another Meeting! How to Make Them More Efficient See how some basic strategies can help maximize management's best and most-used communications tool. Killing Time on Press With 20 years in the business, West's employees offer suggestions on how to kill time while waiting on press checks. And what to look for when you finally do see a sheet!

		Volume 1, Number 1 – Fall 1996 Design Direction: Tips for Working with Design Firms This simple roadmap on things like budgeting basics, scheduling steps and copy control can help the client, designer and production staff alike. Pushing Paper Publications - after surviving threats of extinction from radio, television and, now, the Internet - seem to be here to stay. Here are 10 reasons that prove it!