New Look, Same Focus
February 23, 2009 I’ll admit it. I got a chance to peek at Henry Gantz’ editorial in the front of this magazine before I started on my own here in this space. The content in his column is the reason we’ve come to love having Henry on our team – no fear of making predictions, no shame in taking a hit when things go awry. Get back on the bike and ride.
Cotton growers, while known to lose a night of sleep or two, or twenty in the heat of the season, are required to be equally fearless about the work they do, and equally willing to accept a bad season and carry on. Especially this winter, as the industry recalibrates in the wake of a year of unprecedented change, we all need to maintain a high level of intestinal fortitude as we move forward together.
Which brings me to some exciting news for Cotton Grower magazine that you’ll be experiencing when the February issue arrives in your mailbox: a complete publication redesign, based on reader feedback we’ve received from you, our audience.
No one can deny that the industry has changed significantly during the past decade. We’ve evolved the magazine in small ways during this time to incorporate the important themes of market globalization, cotton quality, seed traits, and changing agronomic issues in our existing platform, but we’ve often felt restricted by the existing design and structure to make the kinds of dramatic changes we now feel are critical for us to best serve the U.S. cotton grower.
In February, you’ll be greeted with a new logo treatment, improved graphics and typography to better communicate information and convey themes. You’ll also notice that information will be better organized so you will be able to easily recognize and use the information we present.
However, that’s not to say that we’re moving away from the content you most value. In the reader survey we conducted last summer, two things were made infinitely clear: you value Cotton Grower magazine as a provider of agronomic and best production practices information to help you improve yields and profitability; and you especially enjoy reading about successful growers, consultants, and personalities in the cotton industry from whom you can learn. This traditional place that Cotton Grower magazine now holds in the market will continue and grow.
As far as newer themes, no domestic magazine will be bringing you more revelant coverage of the international cotton market. Drew Harris, who spent time last year in England, Turkey, and China, will be bringing his unique global perspective to Cotton Grower throughout the year, including columns in this space.
Finally, you’ll be able to look to Cotton Grower magazine for solid market analysis of key cotton trends. We won’t be afraid to put ourselves deeper into stories to find out what current trends mean to you.
Times are tough, but we at Cotton Grower will be standing with you to face down the challenge of change. Have a great new year, and look out for the new-look Cotton Grower magazine next month.
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