september 2009 issue
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News
PEGG Mag Begins Taking Shape
A magazine format, changes in content and a strengthened design will greet PEGG readers later this year, when a refocused version of their publication rolls off the press. The launch of a magazine in place of a newspaper may even introduce a new name for APEGGA’s long-standing member publication.
In February Council approved the change from a 10-times-a-year newspaper to a six-times-a-year magazine, after an e-PEGG survey gave the idea strong support. Nearly 58 per cent of some 3,000 respondents supported the conversion, assuming costs are comparable.
The first issue in magazine format will be dated January 2010 and in members’ hands before Christmas. Prime consultant Stratus Marketing and the graphic design firm Squeeze Creative, both of Calgary, are working with staff to make the change happen.
Said Bill Brunton, lead consultant with Stratus and the project’s director: “This is more than a redesign or a simple format change. This is an opportunity to do several important things for the membership.”
The redesigned PEGG, the e-PEGG and the online PEGG space will, in combination, make the whole APEGGA news package more efficient and responsive to how members want to receive information, Mr. Brunton said. Members will be able to choose for themselves whether to stay with the traditional printed approach or to go entirely online.
“In making this shift, APEGGA will be a leader among professional associations and will improve its connection to younger members — our 21st century members.”
The magazine will also allow The PEGG to deliver the image of member professionalism and quality they have been requesting. “The new PEGG will look better than ever and present a range of relevant content in an interesting way,” said Mr. Brunton.
Finally, the new PEGG will improve revenue generation to offset publication costs. “We expect more advertisers to be interested in The PEGG as a magazine, and for many advertisers to want integrated advertising opportunities across the magazine, the e-PEGG and the online PEGG space,” said Mr. Brunton. Advertisements will all have to meet quality and policy standards.
Mr. Brunton has been working with APEGGA since 2002. He has helped with a brand positioning and identity project, various advertising and external awareness programs, several communications strategies, and numerous discussion groups looking at marketing and communication issues. He’s excited about the change.
“It’s great to see APEGGA moving in this direction,” said Mr. Brunton.
Said George Lee, Manager, Editorial Services: “For nine years, the whole time I’ve been with APEGGA, the background buzz has been that the Association should have a magazine instead of a newspaper.”
Not all members favoured the change, however. “And coming from a newspaper past, I was certainly a holdout for a long time,” Mr. Lee said.
As The PEGG’s managing editor, Mr. Lee at first feared a reduction in the number of issues and the amount of editorial space would stop important information from reaching members.
“But calls for a magazine have become stronger, not weaker,” said Mr. Lee. About five years ago, a survey found that about a third of members wanted a magazine, a third wanted to retain the newspaper, and a third didn’t care. Now, a majority want the change.
“The timing is right. We’re now in a position, thanks to the popularity of our website and our electronic newsletter, as well as the technology available, to shift much of The PEGG’s content off the printed page,” said Mr. Lee.
Fast-breaking news and items requiring a quick response from members — registrations and surveys, for example — are best suited for the e-PEGG and the website.
“I certainly respect the opinions of those who still don’t believe we should make this change. To them, I say, wait and see what your new PEGG is like. I think you’ll be impressed.”
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