I’m not going to deny the economy and the post office their due.

But I’ll continue to assert that the mag and the website are generally dreadful to behold.

One has to wonder just how many are interested in reliving the reading experience of the 50s or whenever. A digest whose small size diminishes whatever impact the cover may have going for it. The cover of course is clobbered by type. The paper…my toilet paper is more attractive…seriously!

So how is one to expect some poor unsuspecting soul to actually pick this up on a newsstand?

Locus, on the other hand, while jammed and crammed with information at least yields a sense of a desirable magazine. The paper stocks are easy on the eye, pleasing to the touch, and fun to sniff. That’s to be demanded from the price tag commanded!

Desirability to readers is critical but advertisers are critical as well. More ads! The existing format isn’t conducive to advertiser appeal. Not just book publishers either because if their ads aren’t going to generate sufficient revenue then why stop there? If the magazine were visually desirable then one could approach any number of large corporations and make the pitch. Times are tough and we know you want to cut back so advertise here where it’s cheaper, yet the audience is affluent and they read!

Once one company is onboard it becomes easier to draw in their competitors. More ads means being able to reduce the price of your ads and bring in even more advertisers. Thirty is better than three and certainly makes it easier to weather an economic downturn.

It also allows you to drop the subscription rate. Advertisers should be paying the bills not subscribers. Over $30 is way too high. It should be in the $15-20 range.

So to sum up what F&SF requires are:

Above average print and web designers

A desirable format change

An advertising strategy that works.