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Missouri Business Magazine Redesign: Synopsis - Missouri Chamber of Commerce and Industry

2015 ACE: Award of Excellence

In 2014, the Missouri Chamber of Commerce and Industry re-launched our bimonthly publication -- Missouri Business magazine. Our revisions gave the magazine a more journalistic-feel, intended to position the magazine as Missouri’s premier statewide business publication. The design update calls for larger photos and regular use of infographics. It allows for each issue to have a unique color scheme while retaining a cohesive look. The revitalized print magazine was accompanied by the launch of a new website (www.mobizmagazine.com) and social media accounts promoting the magazine.


Date: July 21, 2015
Organization: Missouri Chamber of Commerce and Industry
Chamber Website: http://www.mochamber.com
City: Jefferson City, MO
Revenue Category: $900,001-2,000,000

Synopsis:

In 2014, the Missouri Chamber of Commerce and Industry re-launched our bimonthly publication -- Missouri Business magazine. Our revisions gave the magazine a more journalistic-feel, intended to position the magazine as Missouri’s premier statewide business publication. The design update calls for larger photos and regular use of infographics. It allows for each issue to have a unique color scheme while retaining a cohesive look. The revitalized print magazine was accompanied by the launch of a new website (www.mobizmagazine.com) and social media accounts promoting the magazine.

Magazine content plans were revised to focus less on the activities of the Missouri Chamber and more on reflecting our state’s diverse business community, including featuring companies that are not currently chamber members. Each issue includes regular departments highlighting business news, political developments, community profiles, legal issues, human resources updates and business technology advice.

Central to the new Missouri Business magazine are industry-themed feature sections. These are timed around seasons or cultural events to give the magazine relevance when it hits mailboxes. For example, the July edition featured Missouri’s aerospace/air travel industries during a busy travel season. The July magazine also included a fun story where Missouri executives reflected on their summer job experiences and a tech column with apps that make travel easier.

The September issue featured Missouri’s film and commercial production industries and was timed to coincide with the release of Gone Girl, which was filmed in Southeast Missouri. This issue gained a massive readership as our feature article about the Gone Girl production was shared on social media by the official Gone Girl accounts, generating thousands of clicks.

In the year since Missouri Business magazine re-launched, the publication has earned a positive reaction from the business community, quadrupled our blog traffic and netted 112 subscription requests from non-chamber members.

A readership audit following the magazine revisions showed impressive results. The average copy of Missouri Business is read by 6.25 people, taking circulation to 62,250. In addition, 62 percent of readers said they kept the magazine for more than a month.

The magazine is a substantial undertaking for the Missouri Chamber’s three-person communications team, which coordinates all editorial content and writes the majority of the articles. Missouri Life Media, a regional publisher, handles design, editing and advertising sales. Each issue has a 10,000 copy press run.

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