Eatdrink Waterloo & Wellington #5 February/March 2019

6 | February/March 2019
eatdrink.ca |@eatdrinkmag
Publisher’s Notes
Making a Magazine
Serving Readers and Advertisers in Equal Measure
By CHRIS McDONELL
There is nothing more exciting, and
terrifying, than a blank sheet of
paper for a writer. Of course, for
most of us today, that is a blinking
cursor in a new Word document on an
otherwise empty screen. Like a skier looking
down on an untracked hill of powder snow,
we plunge ahead anticipating an exciting
run but are somewhat unsure of how we
will successfully
navigate our way
down the page. The
creative process is
underway.
Each issue of
Eatdrink magazine
begins something
like this. We set
forth with some
definite ideas in
mind, but each
writer is on an
independent
journey with their contribution. Their
individual ski runs conclude with an emailed
file to our Managing Editor Cecilia Buy,
who takes a keen eye to their submission,
ascertaining that they fulfilled their
assignment with the grace we expect. Kym
Wolfe is our diligent proofreader. Our Food
Editor Bryan Lavery has a look as well, with
the goal of ensuring that we are accessible but
also accurate and appealing to the sophisticated
diners and drinkers in our readership.
While all this has been going on, our
salespeople have been working on the other
side of this business. While we place our
editorial content as primary to maintaining
our relevancy to readers, our advertisers are
the lifeblood of the operation. Without them,
we can’t afford to publish our efforts.
Each ad is like each story, with a goal in
mind, a beginning and an end. Studies have
proven that the magazine reader sees the
ads as integral to their experience of the
magazine; they pay attention to them. In most
other media, ads must work twice as hard to
engage the reader, whose goal there is NOT
to pay attention to the ads or commercials.
Magazine ads have a definite advantage.
About half of the ads in Eatdrink are
supplied to us, and for the rest, we are directly
engaged in the creative process of making a
successful ad. Ultimately, readers make the
decision on where
they spend their
money, but we
give them plenty
of enticing ideas.
Marrying the
ads with the
editorial in a way
that is pleasing
for the reader
and effective for
the advertiser
is the final task.
We engage with
readers on our website and through social
media, and take that VERY seriously, but the
magazine is the most tangible expression of
our relationship with readers and advertisers.
We have publishing Eatdrink since 2007 in
London, Stratford and most of the western
corner of Southwestern Ontario, but this
is our first year with what I often call our
“sister publication” serving Waterloo Region
and Wellington County. We watched this
incredibly vital culinary scene with some envy
and anticipation for a number of years before
the timing was right. We’re thankful for the
welcome we’ve received, the amazing people
we have met, and the invaluable connections
that we have forged, but these are still early
days. We’re excited to bring another great
issue to you, and hope everyone is as pleased
with this magazine as we are. That is our goal.
Peace,