Habitual Excellence

Set to celebrate it’s twelfth year later in October 2010, VISI has achieved what few other magazines have been able to. VISI consistently delivers editorial excellence showcased by award winning design. Year after year VISI has won awards and innovated to becoming the industry benchmark that sets the standard other consumer magazines in general – and design magazines in particular – seek to emulate. MandyLives!com caught up with VISI editor Johan van Zyl to find out how excellence becomes habit.

What challenges face print media at this time?
Competition  is on many levels: Firstly for advertising revenue in tough economic conditions; secondly for the attention of readers in a media environment where they have so many forms of entertainment and sources of information to choose from; and, for a niche title such as VISI, a highly competitive publishing industry in which more and more general mass-market titles are incorporating “lifestyle” into their editorial mix.

How has VISI built its brand reputation?
By strengthening the editorial focus on three pillars that have driven our content over the past eleven years: design, décor and architecture – with a strong South African focus. Unlike most of our competitors, we don’t buy syndicated copy or photos. When we do feature international homes, it is always because there is a South African connection and we visit and photograph them ourselves. In addition, when reporting on international shows and expos, we interpret the trends for a local audience.

At VISI, we also know that people’s aspirations don’t change in an economic downturn. Often they want more glamour, beauty, creativity and escapism, but backed up with affordable options and practical information. We have adapted content to reflect this balance between aspirational and practical.

What lessons learned?
Traditional brands will survive if they stick to what they are good at. For VISI this means an even stronger focus on our editorial pillars – especially as we know that (according to our 2009 Reader Survey) readers regard us as an authoritative voice on these subjects. They trust our opinion, therefore whatever we feature implies a subtle endorsement: if it is good enough for VISI, it is good enough for us.

We know that, even in tough economic times, it pays to spend time, money and creative energy on generating superb visual productions. VISI has always been celebrated for our cutting-edge design, photos and covers, and this is something we would never compromise on.

We have also learnt that, when it comes to printing a magazine in both English and Afrikaans, certain subtle differences between these markets must be considered. Although the content is 100% identical, slightly different coverlines might be necessary, for example.

What is VISI’s design philosophy?
We are aware that readers regard each issue as a “collector’s item” and we try to come up with something new and different for each issue, particularly regarding cover finishes such as de-embossing and special varnishes. Each issue is approached as a design object in itself and content tends to revolve around the theme of the issue, be it Holiday, Urban or Rural. We aim to constantly interpret our subject matter in a fresh way in order to consolidate VISI’s position as an inspirational benchmark magazine.

How do you guard against complacency?
One cannot afford to be complacent in the current climate. Readers are spoilt for choice and advertisers are guarding their wallets carefully. Ultimately, we are aware of our position as a market shaper rather than follower: Our name always comes up when people talk about the pushing boundaries in the South African magazine industry – whether they’re referring to design, covers, décor trends or architecture. This means we can never rest on our laurels and brand extensions are essential: for example we publish several annual supplements (our 2008 Kitchen and Bathroom Report has just won a Pica Award), and we host our annual Designer of the Year Award, which recognizes top design talent in South Africa.

How are you growing your online community?
Interestingly, our Reader Survey revealed that the magazine’s readers identify primarily with VISI as a printed object – they want something to pick up, touch and engage with. They also keep each copy for reference purposes. The challenge is to encourage these loyal readers to extend their contact with us onto our website, as well as on Facebook and Twitter, by offering them ‘extra’ content and behind-the-scenes photos, a staff blog, and so on. It remains a challenge to transfer the DNA of the brand to the web but the recent appointment of a dedicated online editor to oversee the VISI site and social media presence will have a positive effect. It must also be said that the majority of people who visit our website are not regular readers of the magazine, thus creating a potential new audience for the printed product. It is currently difficult, however, to gauge how the website helps /could help to drive visitors back to the magazine.

What influences VISI’s content?
VISI prides itself on retaining a Proudly South African position with a global sensibility. We have an award-winning, design and decor team who are all recognized as experts in their fields. The team has regular planning meetings in which we discuss local and global trends (long and short-term), and how we can best present or adapt these for our readers. We also actively seek out and recognise South African design talent.

We believe the economic crisis has inspired most people to relook their values. According to international trends guru Li Edelkoort, what most people want (and need) now is to slow down and renew the value placed on old-fashioned quality and craftsmanship, rather than on fleeting trends. Dion Chang also shares this view and it is certainly always at the forefront of our minds when planning each issue.

What’s on your must-read media list?
Vanity Fair, Monocle, the British GQ and the British Esquire (for excellent writing), and Surface, Mark, Plaza, Wallpaper, World of Interiors and Apartamento (for design and trends inspiration). Local magazines: I read absolutely everything I can lay my hands on – from Huisgenoot to Wanted to Finweek and Leadership, as well as SA decor titles. Websites: News24, The Times, Mail&Guardian, Litnet, Kalahari.