Independent School Periodicals

General Observations

The judges found these publications almost universally mediocre. While it is true, they said, that recipients of these publications have a built-in affinity for their schools; editors cannot assume that ties of common experience are sufficiently strong to assure that the communications will be read. School periodicals still compete on an equal footing with other media for a reader's scant attention. Too many of the magazines were just newsletters dressed up with color graphics, offering safe, obvious, and uninspiring articles. Not that topics such as student volunteerism, "green" initiatives, campus events, and fundraising shouldn't be covered; the judges just wished for more creative relief, and a balance of emotion, intellectual challenge, and good humor.

Several publications stood out from this middling pack, however, and provided examples to which other schools might aspire. More on those later.

The judges looked first for effective packaging: covers that were a good "advertisement" for the publication; tables of contents that beckoned readers inside, rather than just provided the location of features and departments; an architecture with rhythm and multiple entry points; headlines and images that transformed scanners into readers. One judge noted that too many of the magazines squandered their last page, often the first thing a reader sees as she flips from the back, with boring institutional messages or in one instance a completely blank page. "What a waste of space!" he said.

Other judges noted a disconnect between stated goals and actual execution. They were surprised that so many publications had apparently not surveyed their readers, providing only anecdotal evidence that objectives were attained.

Misplaced resources were another problem. Several editors proudly pointed out that they attempted to exude a feeling of quality in their magazines by printing on heavy, coated stock, but then they inked those expensive pages with uninspiring writing, out-of-focus or low-res snapshots, and amateurish layouts.

The judges understood the limited resources and multiple purposes of these publications but said basic editing principles could be applied at no cost and with little effort, such as packaging the headmaster's letter with subheads and callouts rather than just titling it "From the Head of School," as if that was enough to compel viewers to read it. The judges were attracted by a look they called "appropriate"--not over-designed, not pedestrian--a combination of typography and illustration that communicated the verve of the institution.

One publication did this well, and more: Emma, the magazine of the Emma Willard School, to which the judges awarded the Grand Gold for the category. Emma impressed the judges with its strong writing and a pleasing design laid over a logical architecture, an appealing mix of features and shorter articles on topics that touched the heart, high-quality and creative photography, and efficient application of budget. Among comments from the judges: "Wonderful covers." "‘Back in the Day' column is terrific!" "A magazine I could settle in with and spend a great deal time." "Great concept and execution; inspiring writing and design." "Produced a lot of content at a high level, multiple times a year, on a budget that wasn't outrageous." "Would compete favorably with most of the college and university magazines out there."

The judges awarded a silver medal to Northfield Mount Hermon School, finding NMH Magazine thoroughly well executed but just not at the same level of subtle sophistication as Emma.

Bronze awards went to Acorn, the magazine of the North Shore Country Day School, and Chapin Today, the Chapin School's newsletter. These the judges thought were worthy of honorable mention for their approachable content and clean look. No awards were made for Web-based periodicals.

Grand Gold Medal

Emma Willard School (N.Y.), Emma

Independent School Magazines

Gold Medal

Emma Willard School (N.Y.), Emma

Silver Medal

Northfield Mount Hermon School (Mass.), NMH Magazine

Bronze Medal

North Shore Country Day School (Ill.), Acorn

Independent School Tabloids and Newsletters

Bronze Medal

The Chapin School (N.Y.), Chapin Today