Not So Taxing

Not only can the "t" word—as taxes are referred to by Sharon Cranford, managing editor of the EA Journal—strike fear in the hearts of many, the topic itself can be a bit boring. So, two years ago, when the journal's freelance artist took a job elsewhere, circumstances dictated that it was time to update the bi-monthly publication read by more than 10,000 members of the National Association of Enrolled Agents (www.naea.org). Remembering that a neighbor of hers owned a graphic design firm in the Washington, D.C. area, Cranford called him to see if he would take on the project. It's a family affairDick Rabil, principle of Rabil & Bates Design Company, was happy to design the EA Journal, but he had some concerns about its layout. "After looking through the magazine, Dick told me 'you have some great stuff in here, but no one would know it,'" she recalls. He suggested a redesign, an idea that Cranford quickly accepted. While Cranford only had to look next door to find a new graphic designer, it turns out that by coincidence Dick Rabil's brother was subsequently named the journal's account executive by printer AGS. "Alan [Rabil] brought us wonderful ideas—ways to publish the magazine more efficiently, make it look better and go to four-color." With the right people in place, the EA Journal underwent a transformation that took place over two years. The work paid off. In February of this year, the EA Journal won honorable mention in the professional society magazine category at Association Trends' 2001 publications contest. The honor is bestowed upon those journals that best demonstrate quality and creativity in association publishing.A long distance relationship that works The fruits of their labor is no accident, but rather is thanks to the communication the magazine's design firm and printer share. "AGS has always done beautiful work, but since the hire of Rabil & Bates, there is seamless communication between design firm and printer," enthuses Cranford. "They work so well together, it really is a joy." Teri Amato, a customer service representative at AGS, describes the process of producing the publication: "The design firm gives me a CD and a hard copy. Since some of the advertisers do not supply digital ads, I cut out copies and staple them to the digital proof." According to Amato, "It takes ten working days for the entire project. Our customers prefer matchprint that they can look at on their desk. We could send only PDFs, but that's what they're comfortable with. So, we try and be flexible to meet their needs. Once we get all of the pagination done and the proofing turned around, we're printing and mailing within five days," she explains. As anyone who works for an association knows, member retention is critical. Cranford, all too well aware of this fact, believes that the journal is an effective retention tool. "We know our members not only read every issue of the journal, but they save it and use it as a reference guide," she states. It is her belief that the N.A.E.A.'s outstanding 97 percent retention rate is due in large part to EA Journal's quality of content and design. With a more professional, colorful editorial product to promote, "We're looking to ramp-up advertising. We've designed a new ad kit and are upping the ante," Cranford explains. "Our members are key decision makers, many of whom are solo practitioners. And if they like a product, they buy it." Prior to the redesign, the magazine was thought of simply as a member benefit and any advertising revenue as a bonus. Currently, ads comprise approximately 15 to 20 percent of each issue. Of the ad submissions, Amato reports, "Sometimes I get film, sometimes I get files. It's about 50/50. Although the industry is moving towards digital because its more economical; a lot of people don't want to get away from film." For the EA Journal, that's the next taxing issue to be addressed. -Rebecca Churilla

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Not So Taxing

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