Faculty in the Spotlight: Professor Andrea Baron

Magazines, books, travel – Professor Andrea Baron has done it all! She is a graduate of Pace’s MS in Publishing program and has not only held positions at very well-known and renowned magazines for twenty years, but has also been a professor at Pace for the last ten years. When Professor Baron is not working for Condé Nast or The New Yorker or teaching about magazine circulation, she enjoys traveling. Most notably, she greatly enjoyed participating in the Pace University China publishing exchange program through which she lectured and helped establish a relationship between Pace University and Shanghai Normal University.

Professor Baron is extremely well-versed in the publishing industry, and her knowledge and experience make her a wonderful resource and asset to the Publishing program. The following is a piece written by Professor Baron, showcasing some of the publishing professionals that she has brought into her classroom and the wise words they have to offer.

Keeping Connected

In the magazine industry’s rapidly changing landscape of content, design, digital formats, production methods, multi-channel publishing, revenue streams, paywalls, and business models, we find that without constantly updating the content of our courses, there’s no way we can adequately prepare our students to find and keep jobs in publishing.

One of the ways I do this is to help my students make direct connections with industry leaders. As I’ve developed the new Introduction to Magazine Publishing course this year, in addition to my classes in Magazine Production & Design and Circulation, I’ve reached out to a broader range of magazine professionals to bring an added dimension to the material we discuss in class. Furthermore, they provide news on the latest direction of the industry, insight into the actual jobs the students will one day have, and excellent networking opportunities.

The people who come to speak invariably enjoy meeting the students and thank me for giving them the chance to hear their ideas and reactions. Here are some of the people who have generously shared their insights and experience with my students over the past year:

Gregg Hano, VP of Bonnier Publishing, is a leader in digital magazine publishing. Hano spoke about the new formats that Bonnier has been very successful in using to extend their content and their brands, including websites, tablet apps, and mobile formats.

Casey Tierney, Director of Photography, Real Simple magazine, explained the photo and design process at a major consumer magazine, touching on the importance of focusing on the magazine goals and audience, collaborating with editors and marketers, and finding inspiration in many places.

Robert Perino, Art Director, Budget Travel magazine, described the day-to-day operation of the design department, the different approaches for the variety of magazines he has worked on, and the many career options that are available for designers in the magazine field.

Risa Aronson, Advertising Director, The New Yorker magazine, discussed the impact of their very successful tablet app for The New Yorker and how it fits into their unique magazine content. She explained the increasing appeal of the digital formats to advertisers and readers.

Sara Hart and Steve Stoma, Imaging Directors, Quad Graphics provided a tour of their state-of-the-art New York Imaging facility and an explanation of the digital workflow, including design, retouching, proofing, and quality control used to bring beautiful magazine pages and artwork to print and digital displays.

Marshall Corey, VP, American Express Publishing, Food & Wine, Travel + Leisure magazines presented the world of branding and marketing products to develop revenue streams and enhance magazine circulation. Corey gave students many tips for entering the marketing field.

Kim Kett, VP of Marketing, Texterity Inc., gave insight into one of the main digital magazine marketplaces, which provides the technology that large and small magazines use for their digital formats. This technology is also utilized to gain the all-important metrics and feedback on the usage of their titles.

Tom Mastrocola, Director of Subscription Acquisition & Database Marketing, American Express Publishing, explained the rapidly changing field of audience development for subscriptions as well as the challenges of changing technology and rising costs.

Ed Mayhew, nationally-known postal consultant and veteran of the US Postal Service, is an expert on magazine postal issues, working with publishers to find ways to reduce the cost of subscription delivery and to maximize the opportunities for marketing and advertising through the mail.

David Garcia, President, LB Graph-X Printing, gave students a tour of a digital and offset print facility and a first-hand look at the technology and print methods that are rapidly changing our production workflow and personalized marketing methods.

I encourage my students to treat these meetings as a chance to not only gain insight, but also impress the speakers with their commitment to the industry, and several have taken the opportunity to make contacts that have helped them get internships and jobs.

Among the speakers in the works for the upcoming summer semester is David Andelman, editor of World Policy Journal, previously the American executive editor at Forbes.com and a reporter for The New York Times, based in New York, Southeast Asia, and Eastern Europe. Andelman is eager to share his experience and insights on magazine writing with our students.