By Epiphany Communications: Coaching & Consulting
It is about being relevant, informative, and dynamic; just a few key reasons to revamp MIRA’s popular bi-monthly magazine Bottom Line.
“Bottom Line was due for a refresh. It has been almost a decade since MIRA redesigned the magazine, and this planned update is part of a larger strategy to rebrand the association,” said MIRA President & CEO Bill Wild.
The association has changed its publication design numerous times over its storied history; but has carried its current format, since 2013. “As times and consumer tastes change and the association evolves, so should its look. The new format will be easier on the eyes of the reader and will incorporate the look, feel and graphic design features of today’s popular magazines” added Wild.
A new feature that Wild believes will be well received by the membership will be the opportunity to have your business on the cover as well as featured within the magazine. “There will be multiple new ways to advertise inside the magazine as well as on a new band that surrounds the outside of the cover and inserts that can be added after printing,” said Wild
Tamar Lutz, MIRA’s Director of Creative Design, shares the publication’s history and evolution. “According to documents, the association’s first print publication started in 1965,” she said.
When the association was named “Associated Food Dealers of Greater Detroit” the magazine carried the moniker, The Food Dealer.
In 1990, when the association was named “Associated Food Dealers (AFD)” the magazine’s name was changed to The Food & Beverage Report, and it was printed tabloid style on newsprint and went through three different design iterations.
In June 2006 when the association was named “Associated Food Dealers & Petroleum Dealers (AFPD), the magazine was renamed The Food & Petroleum Report which was still a tabloid style with three design iterations with the last one going from newsprint to glossy paper: however, still a tabloid size paper.
In April 2010 while the association was still named AFPD and even after the most recent name change to The Midwest Independent Retailers Association (MIRA), the magazine was rebranded to Bottom Line and it became a glossy magazine once again.
MIRA uses its digital and print publications as a communication channel to its members. “With the new eye-catching design, we hope to grab the attention of our members, attract new advertisers, and increase our readership,” said Wild.
Design plays a significant role in attracting advertisers and engaging readers. “Members can expect several new features and sections which will spotlight more of our members, an improved supplier member directory, and dedicated sections for the latest industry news, resources, and best practices,” said Wild. “Also, readers should appreciate the addition of QR codes on several of the ads which will take them directly to the affiliated MIRA-endorsed program with just a few quick clicks.”
Periodic revamping is essential for all magazines to adapt to changing times, cater to evolving audience preferences, and remain competitive in a media landscape that continues to evolve with technological advancements and shifts in consumer behavior. “MIRA prides itself on having our pulse on industry news and keeping our members up to date on trends within the marketplace and new opportunities to improve their own Bottom Lines said Wild.
Bottom Line is the Official Publication of the Midwest Independent Retailers Association (MIRA) and is published bi-monthly and mailed free to members, suppliers, vendors, legislators, industry leaders, and partner affiliations. To advertise or be added to the mailing list please contact bwild@miramw.org.
