Ogden Publications Case Study: Is It Beautiful?


| 4/10/2012 3:22:47 PM


There is no objective standard for beauty, in a farm, a magazine or a website. 

So maybe we should rephrase the question: “Are we aspiring to beauty?” 

In every media business, managers have to decide how much to spend on aesthetics. The movie director makes decisions about the costs of sets and lighting. The magazine publisher decides how many art directors to hire and how much to spend on photography, paper and printing. 

We spend a lot less on our appearance than the big fashion magazines. A bit more, probably than some of our competitors who publish magazines about solar energy or farm machinery. We try to strike a balance. For us, we must admit, contagiousness – and its product, profit – are higher priorities than “beauty.” But that doesn’t mean we don’t aspire to be beautiful. 

The photographs we feature in the magazines and on the websites must be beautiful to our audiences. The subject matter is the principal element of beauty. Our production values need only be beautiful enough. One reader might find a Scottish Highland bull quite beautiful. Another admires a Minneapolis Moline tractor or a classic BMW motorcycle. 



Photo of garden at Ogden PublicationsIt’s our job to reproduce photographs, art and video footage beautiful enough for our audiences to appreciate. We recalculate that balance every day. 



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