Volume 19–4 (Low Res).pdf

The meaning
Pants are just pants, but Dickies are a way of life.
Consider Nathan Peck, the Paul Prudhornme-like
proprietor and head chef of Nato's, a steak-and-
seafood place in Addison. Peck, who wears a size 38-
30, prefers Dickies—those unabashedly unhip pants
Everything
you always
wanted to
know about
pie but
were afraid
to ask.
D.J. STOUT,
art director, Texas Monthly
TITLE: Monogram
EDITORIAL STATEMENT:
General interest consumer
magazine with the capability
to customize and tailor itself
to the interests of its individual
readers. Through the use of
new selective binding technologies
the publication would
provide its readers with a
choice of subjects. Subscribers
would have the ability to communicate
and interact with
the magazine by using an editorial
"menu" to pre-select
their preferred choices of articles
in advance of every issue.
TARGETED READERSHIP:
The publication could target
a variety of readers. But the
high quality of editorial design
and production would attract
sophisticated, affluent, educated
and inquisitive readers.
ESTIMATED CIRCULATION:
2 million.
FREQUENCY:
Monthly.
DISTRIBUTION:
Subscription only
ADVERTISING:
The magazine would accommodate
a wide variety of
advertisers because the advertising
could be selectively
matched to the editorial subject
matter and the targeted
readers.
UNIQUE DESIGN
SPECIFICATIONS:
A standard-size magazine.
The premier issue would feature
a portrait of the individual
subscriber on his or her personalized
cover. Every cover
would also include a unique
three-letter monogram of
that subscriber's initials. The
typographic style of the monograms
would vary with the
individual. Subsequent issues
would have other customized
cover images and messages.
A strict but flexible design
format and grid would be
implemented with a selective
choice of type styles for headings,
subheads and body copy.
19