Journey through the world of magazine design

By Heather Swift

Magazines cannot exist without creativity and ideas says Shem Law the assistant editor and design director of the world-famous BBC Radio Times magazine.

His visit to the University of Central Lancashire, to talk to magazine journalism students, was a journey through the world of magazine design ñ from his childhood in a bedroom decorated with lettering and fonts to some of his innovative front cover designs of Radio Times.

The presentation wasnít all just Shemís own work though; he thoroughly discussed his design influences, focussing on the iconic Esquire covers designed by George Lois in the 1960s. There was also a mention of the ìmen with fishî that regularly grace the cover of the Angling Times.

Insight

Most of the students in the room did admit that they had only ever come across Radio Times because their parents bought it. However, the intricacies of both designing, and filling, such a well-known publication gave them an insight into how you not only have to get a readership but also keep it.

Shem highlighted how readers revolted against a new contents page design, preferring the traditional listings style. He also pointed out how the magazine has developed to incorporate a Behind the Scenes section, as readers were keen to read how programmes are actually made.

However, it was the designs that stood out. A picture of a packed newsstand was enough to illustrate to the students just how important a front page is in attracting a reader to buy the magazine, and some of Shemís designs really did grab the attention.

Doctor Who is a big seller for the Radio Times, but it wasnít enough to just stick a picture of a Tardis on the cover. Page-opening designs to reveal the inside of the Tardis (complete with new Doctor and assistant) and shooting pictures of Daleks on Westminster Bridge in the rain are just an indication of how far Shem will go to please his readership.

He also showed the latest issue, a gatefold design featuring the BBC programme Life On Mars. The front cover opens up to reveal a Seventies-style Radio Times, reflecting the theme of the programme. Itís something thatís caught on, with BBCís television advertising using retro Seventies logos to promote the series.

Some of these front covers, explained Shem, would have been ripped from the magazine and stuck to bedroom walls ñ which just go to show how good the designs are.

The magazine students then got a taste of his expertise first hand, with some workshop sessions with the man himself, to discuss their own group magazine creations and put into practise his advice to ìthink laterally. If you want people to pick your magazine up, you have to have visual ideas.î

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MA Magazine Journalism
BBC Radio Times

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