Pacing Matters

Pacing matters in magazine publishing.

We talk a lot about pacing in magazine publishing, but what do we really mean by it?

As a publisher, one of your responsibilities is to prioritize your content for your readers. What do you want them to read first? What’s the most important information that they should remember after reading your magazine? How can you entice them to return, issue after issue? Directing them through your publication provides the answers.

While few readers may consume an entire magazine in one sitting, it’s helpful to build your publication as if they will. Here’s why:

1. You can draw them in. Don’t assume your audience wants to begin their reading experience with a 4,000-word article. Start them off with short-form content to familiarize them with your editorial voice and to give them an early sense of accomplishment.

2. You can build drama. Reading a magazine can be a truly immersive experience, if you move your readers from moment to moment with emotional impact. A full page of art carries extra dramatic weight after a succession of smaller images. Use that power to move your audience.

3. You can tell a story. Your magazine tells your brand story. And like every good story, it should have a beginning, a middle and an end. That formula works in literature and show business for a simple reason: Audiences expect it.

4. You can demonstrate your expertise. By guiding your readers through your content with intention, you’re proving to them your publication’s value as a source of reliable information. You’ve made the hard editorial decisions about what’s most important for them to read. That’s a practical service.

5. You can invite them back. Once you’ve progressively structured your publication, you’ll have made it easier for readers to return to their favorite topics in future issues. They’ll understand how your content should be consumed and enjoy the rewards of brand loyalty.

Remember that the best publisher/reader relationships are predicated on conversations — long conversations. Show your audience that you care about managing the time they spend in your company and extend those conversations for years.