The Task at Hand
By Tony Cook, Editor
Being the editor of a university magazine is just about the best job anyone who loves knowledge and language and has an artistic streak can have. All the activities and concerns of a vast educational enterprise are the stuff with which I do my work. Jobs like mine are rare, and those of us who have them usually appreciate them and take them very seriously.
Our primary task is a simple one, albeit with potentially profound consequences: to engage with our readers, so that they will want to read what we have to say about our institutions.
As its name implies, West Virginia University Alumni Magazine is edited with the concerns of former WVU students in mind. We select materials for publication not just because we like them, but because we believe they will appeal to our readers and enhance their lives.
There is a loyal core of WVU alumni who always read our magazine simply because it brings news about the alma mater. We appreciate such loyalty. But we have to reach those who feel less connected to the University, also. To do this, in today's environment of mass-media hypersaturation, we believe we have to produce a publication that stands out.
A magazine filled with unappealing information—especially if it's wrapped in an uninteresting or clichéd cover—is likely to be relegated promptly to the trash can or recycle bin. People are too busy to spend precious time perusing publications that do not pique their curiosity. The kids need help with their homework. It's time to walk the dog. There's that stack of New Yorker magazines from 1999 that haven't been read.
We have to make certain that our publication gets into the pile of mail that must be read. Not that other pile, the one that's filled with unwanted catalogs, credit card offers, and free vacation come-ons. And we want all WVU alumni to read it, not just the always-loyal core.
It's my job to make certain that you look forward to receiving our magazine and that reading it leaves you more enlightened, and more connected with WVU, before you move on to the other things in your busy life. I'd love to hear what you think about how we're doing. Write to me. Share your suggestions. Let us know how you feel.
T.S.C.