Refining the Voice of a City Magazine

When Emily joined Capital Area Women’s Lifestyle Magazine (CAWLM) in Lansing, MI, the publication was only in its second year, and growing rapidly to fill a previously unaddressed niche in the city’s community. After a year as a staff writer, Emily took a leadership role for the magazine as the managing editor.

In this role, she led 12-plus staff, freelancers and interns. She was responsible for all aspects of CAWLM’s content and overall quality, from article concepts and assignments, to direction at photo shoots, to the final proof.

Emily quickly identified needs for greater consistency in the publication and a more refined voice. By collaborating with CAWLM’s staff and board, she got buy-in to create and uphold a comprehensive set of style guidelines for grammar, voice and design.

Within a couple of months in Emily’s role as managing editor, consistency in grammar, style, and design amped up the magazine’s quality with a refined voice and more distinct look. Over the next two years, a tight focus on this vision led to greater recognition among the target demographic, increased distribution, and a boost in ad revenue.