Inside - Literally by Sara Gordon and Leanna Bostrom
Equiery interns Sara Gordon and Leanna Bostrom have never known a time when there has not been an internet, a worldwide web, or even social media. Nevertheless, they were excited about spending their summer working for a traditional equine media company, taking a press tour, and learning how T e Equiery creates its traditional product – and sharing their knowledge with you! - Publisher
The Equiery’
What is The Equiery? Most readers are familiar with T e
Equiery’s signature monthly printed magazine, but T e Equiery is much more than “just” a monthly print publication. T e Equiery is full-service multimedia communication platform for the Maryland equestrian community, complete with a printed magazine, a digital monthly magazine, a website with a searchable database of classifi eds and advertisers, and several social media outlets to bring you the latest happenings throughout the state. How does it happen? How is T e Equiery
created every month? It starts with an old-fashioned premise: “getting
s summer interns
Leanna Bostrom and Sara Gordon at the Frederick News Post printing press
the issue needs to be actually physically printed.
Once the
schedule is determined by the publisher (Crystal Brumme Kimball) and the production manager (Katherine O. Rizzo), then the creative process kicks in. Equiery staff
members join forces to plan each issue, brainstorming months in advance to ensure coverage of all major events, legislation, and
news. T e magazine staff is comprised of eight staff members, along with a few interns and freelance photographers, each responsible for crucial jobs in building the print and digital magazine. Crystal Kimball, as publisher,
in
addition to scheduling and general business infrastructure,
oversees the
creation and completion of the magazine, which involves contracting for a variety of services and products, including but not limited to print, web services and design, online ad order and ad processing systems,
mobile-friendly product
development, and more. As editor-in- chief, she oversees editorial policies and also the news related to legislation and regulation. Katherine O. Rizzo is not only the
Lori Wilson, Evan Keeling, Missy Kobel and Warren Wilson of the California Horsetrader with Equiery publisher Crystal Kimball
A small section of the massive web press at Frederick News Post
to press on time.” T e “press” in this case is Frederick News Post Printing and Publishing; each month FNP turns T e Equiery’s digital fi les into the ink-on-paper magazine in your hands. In operation since 1880, FNP currently prints over 40 publications statewide. But before the magazine can be printed, it has to be created, and that happens at T e Equiery’s offi ce in Lisbon.
Before There Is An Issue
T e process starts with a key deadline: what day does the new issue need to be in the stores? Schedules are worked backwards chronologically from there with the next date the one on which
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production manager but also the managing editor and art director. She oversees the crafting of the editorial content of each issue, as well as choosing photographs, creating layouts, and approving freelance articles and photography.
Associate publisher Jennifer Webster and
advertising manager Tracy McKenna oversee client development and management and advertising sales. Emily Nessel,
as customer
service manager, handles classifi ed ads and manages T e Equiery’s digital products (such as eblasts). Once the orders for ads are placed, Cass and Peggy Ingles handle the advertising design. Carolyn Del Grosso assists with customer service and is the
creating marketing plans, ordering ads and overseeing the design and content of client ads. Cass and Peggy will execute their ad designs. Once all ads and editorial are booked, the pagination process takes place. T e staff decides what will be placed on which pages based on requests from clients as well as a set fl ow of the magazine. For example, the table of contents will always appear on page three and featured editorial will come before regular columns such as Out & About. Upon completion of the pagination notes, our sister company, T e
Horsetrader,
California actually
A “preview” of The Equiery is made before the book is fl owed.
builds the book out of all the ads and editorial provided by T e Equiery. Each section of the magazine is processed
continued... SEPTEMBER 2016 | THE EQUIERY | 23
controller for the company, handling accounts receivable and payable and managing employee benefi ts. T e duties of interns vary from offi ce work to
article writing to covering and photographing events.
Creating An Issue A pre-production meeting is held between
fi nishing one month’s issue and starting the next, deciding deadlines for such things as article completion, page creation, and ad design. T e process follows a general schedule, which starts with choosing which features will go in that issue, which articles will be included, and the selection of a limited number of photos for publication, before sending the features to layout. While editorial is being worked on by Katherine and various contributors, Jennifer, Tracy and Emily are meeting with clients,
Sara Gordon
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