Awards
Magazine Publishing Improvement: University of Nevada-Las Vegas - Bronze Medal

Category 23A: Magazine Publishing Improvement
University of Nevada-Las Vegas, Premier Magazine

Contact: Judy Nagai, director, alumni and college relations, William F. Harrah College of Hotel Administration, Dean’s Office, 4505 Maryland Pkwy., Box 456013, Las Vegas, NV 89154-6013, Phone: (702) 895-2934, e-mail: judy.nagai@unlv.edu


Objective of Periodical: (Note: This magazine previously existed as a college newsletter, produced in various formats over the past 25 years, mailed to alumni and donors of the UNLV William F. Harrah College of Hotel Administration.)

Premier serves as the primary communication tool to keep the alumni, donors, hospitality industry leaders, students, and university community informed and connected to the college. Premier was developed to accomplish the following objectives:

  • Serve as the primary communication tool to build loyalty and disseminate information among alumni and donors
  • Publicize private support and annual giving to further encourage support given by hospitality industry professionals, corporations, and alumni
  • Highlight hospitality industry topics, from alumni and donor profiles, to sharing ground-breaking research accomplished by faculty
  • Feature contributions to the hospitality industry made by industry leaders, faculty, alumni, and students, to promote the college’s educational and research accomplishments
  • Raise awareness of the college’s academic degree programs and segment the hospitality industry into specialty areas such as: hotel management, gaming, food & beverage, tourism, convention, recreation, and club management.

Staffing: There is one full-time staff member who is responsible for the overall project management to produce the magazine as well as is responsible for the entire alumni relations program within the college. Additionally, a contract writer and a proofreader are used. A university-employed graphic designer and photographer are also used to produce the magazine.

Frequency of periodical: Premier is produced twice a year, spring and fall

Average pages per issue: The average number of pages is 38, based on one 36 page issue and one 40 page issue.

Circulation: Circulation is 9,300. The audience includes graduates of the hotel college, donors, hospitality educators, friends, industry partners, students, and the campus community.

Total annual budget: The annual budget to produce two issues of Premier is $34,000. The average breakdown of the budget is as follows:

  • $23000 Design & printing
  • $9000 Contract writer & proofreader
  • $800 Mailing services (excluding postage)
  • $600 Photography
  • $600 Miscellaneous related expenses

Average cost per issue: $16,527, $1.77 unit cost

Response and/or results (How were they met?): The results of our objectives listed above in section a have been achieved. After producing three issues in the new format, Premier has received positive feedback from alumni and the university community. People have expressed how much they enjoy reading it, and that they actually read the articles. Additionally, it has served as a wonderful way to further our advancement efforts by highlighting industry partners, donors, and alumni in a more meaningful way than we were able to do with the newsletter.

Tangible measurements from the redesign provide further support for improvements across our entire program. Holding all other variables consistent, the magazine is the only major change made in the alumni relations programs, as well as in the college, that would have had an impact on alumni and donor response to the college.

Reason for and impact of the new format: The reason for the new magazine format was to compliment the UNLV College of Hotel Administration’s academic goal to remain a premier international hospitality education program. This professional publication helps to elevate the college’s image to be consistent with the college’s existing academic reputation. With that goal in mind, Premier serves as the primary communication tool to keep the alumni, donors, hospitality industry leaders, students, and university community informed and connected to the college.

The impact of the new magazine format was significant, based on areas we were able to measure. Measurement is determined by comparing a series of changes in responses, donations, and participation from the time period when the Spring/Summer 2006 of Premier magazine was published to the previous year’s newsletter, Spring 2005 newsletter/Issue 2.

  • 50 percent increase in dues collected from the hotel college alumni association dues-paying members.
    • Dues collected for 2004-05 totaled $3,950
    • Dues collected for 2005-06 totaled $5,940
  • 65 percent increase in the submission of Alumni Updates by alumni for the Spring/Summer 2006 issue (33 updates) compared to the previous Spring 2005 newsletter/Issue 2 (20 updates)
  • 56 percent increase in contributions to the Annual Fund fundraising program between 2004-2005 and 2005-2006 fiscal years:
    • For the 2004-05 fiscal year, the generosity of 323 donors resulted in $956,785
    • For the 2005-06 fiscal year, the generosity of 339 donors resulted in $1,492,678

67 percent increase in attendees (from 180 to 300) at the college’s annual Dinner of Distinction awards dinner and fundraising event from the 2005 dinner to the 2006 dinner

300 percent increase in donations from $10,000 in 2005 raised the annual Dinner of Distinction awards diner and fundraising event to $40,000 raised in 2006 at the Dinner of Distinction awards dinner and fundraising event.

Abstract for OLD Format: Premier Magazine

Objective of Periodical: The objective of the two-color newsletter was to serve as an information source to keep alumni and donors apprised of the activities and successes occurring within the college. Through short articles, the newsletter shared information about recent accomplishments, college and faculty activities, and student success. It mainly served to report on activities and events already completed.

Staffing: There was one full-time staff member responsible for the overall project management to produce the newsletter. This person was also responsible for the entire alumni relations program within the college. Additionally, a contract writer, a university-employed graphic designer and photographer were also used to produce the newsletter.

Frequency of periodical: Three issues

Average pages per issue: The average number of pagers per issue was 14 pages, based on one 12 page issue and one 16 page issue.

Circulation: The newsletter was sent to approximately 8,500 alumni and donors and was distributed at industry and university events.

Total annual budget: Annual budget was $17,500 per year. This includes

  • $9750 Design and printing
  • $6250 Contract writer
  • $1400 Mailing services
  • $100 Photography

Average cost per issue: Average cost per issue was $5823, based on three issues per year