Have you ever wondered what it would be like to work for a craft magazine? Please welcome Shannon Miller to Craft Buds today, who has so much insight to share with us into the world of craft magazine publishing!
Shannon is the Art Director for Sew Beautiful magazine and Editor-in-Chief of the new Stitch Craft Create magazine, with the premier issue that hits newsstands Tuesday, October 18.
There’s also a giveaway for your chance to win a copy of the new issue plus craft supplies you can use to make several projects from it!
Shannon, when and how did you get started as the Art Director for Sew Beautiful magazine? What does your job entail?
After I graduated from the University of Alabama, I worked as a graphic and web designer for a government contractor. But while I enjoyed the people I worked with and learned so much, making things like posters about missiles and corporate business cards wasn’t exactly my dream job. A little over 3 years ago, I saw a small employment ad online for a graphic designer with an interest in sewing, which sounded completely up my alley – I am an avid crafter in my free time!
To my delight, I landed the position as art director for Sew Beautiful magazine, and working here for the last several years has been an irreplaceable experience. Sew Beautiful has been around for nearly 25 years and is published by Martha Pullen Company, a wholly-owned subsidiary of Hoffman Media, a special interest publishing company. Here at SB, we have a very small staff, so everyone does a little bit of everything – there is always something to do! I am responsible for the general look and feel of each issue, which includes everything from assisting on editorial planning to photostyling and, of course, magazine layout. I’ve also designed and written several project articles for SB as well; helped us get started in social media platforms; and gotten involved in product development and promotion.
Can you describe your day-to-day work life? Do you work in an office setting or remotely? With a team of other people?
I work in our Martha Pullen Company office in Huntsville, Alabama, where I share an office with Courtney Kyle (MPC graphic designer and Stitch Craft Create art director) and Stacie Turner (web designer extraordinaire). My work days are extremely varied depending on where we are in the production cycle of Sew Beautiful, and now, Stitch Craft Create. At the beginning of a cycle for SB, I spend many days working with my editor, Kathy Barnard, on photoshoots at our photographer’s studio or on location. Since SB is a fine sewing publication with its roots in heirloom, we shoot everything from children in sample garments to styled product shots and detailed stepouts for each article. We often work up to a year ahead of time; for instance, we recently completed many of our spring and summer photoshoots, since they will be in production in the dead of winter when it’s still quite ugly outside.
During the editorial and layout phase of SB, I work on page layout, putting together the puzzle pieces of photography, text, instructional figures and/or stepout photos and any other content into the allotted page count for each article. I also prepare the pullout centerfold pages that are in each issue, which contain pattern pieces, templates and additional instructions for some articles. Each article is proofed several times and then each pages is prepared for printing. Once the magazine is gone to the printer, we work on follow-up articles or videos that we have decided to put on our website, and immediately jump in on the next issue.
During the production of Stitch Craft Create, my workdays were fast, furious and full of coffee! Any given day was devoted to developing our style guide and planning editorial content to working with contributing designers, physically making crafty projects, shopping for photography props and attending photoshoots, writing and rewriting copy and getting a head start on promotion through social media. Our whole production team was incredible in helping one another manage our existing duties; the Christmas issues of SB and SCC were due to print within a week of one another, and Courtney was also wrapping up a special holiday issue for yet a third publication. It was a tad stressful around here, but with lots of chocolate breaks, we did it!
You mentioned that Stitch Craft Create has been a dream in the making for several years. Can you tell me a little bit about the vision behind this new magazine?
The vision for this new magazine was first introduced to our team a couple of years ago by my incredibly creative supervisor, Leighann Lott, our VP of Creative Development for Martha Pullen Company. We brainstormed together to develop a proposal for a new craft title that would inspire, encourage and motivate the contemporary multicrafter, and we dreamed that it would apply a positive, can-do attitude to living creatively as well as offer fresh, fabulous project ideas and features. Our dream market was on-trend crafters who are interested in all things handmade, and internet-savvy women who are in touch with what’s hip and fun in the modern crafting industry, and don’t feel they have to stick to one genre of craft. We also knew that “crafty” was no longer a word with negative connotations, and we wanted to bring that to life in a newsstand publication.
For the premier issue, how did you go about selecting projects and deciding on the look and feel of this new magazine? What can readers expect to see inside?
Since our aim was always to explore a wide variety of crafting genres, we knew we needed a way to tie everything together so that the final result wasn’t a confusing mishmash of projects. It was also extremely important to us that we stick to a clear style guide, one that could carry over not only different types of articles, but different applications such as web, product development and other media. It occurred to us that choosing a loose color scheme for every project and article in the issue would help draw everything together, so we chose a palette that we felt would be appealing and popular for this season – a fresh, vintage-inspired collection of mint green, light blue, red with lots of white and touches of golden yellow. I had been very inspired by the “look books” being created designers and artisans to help customers visualize their brand; so before we even started contacting designers and working on photography, we made a one-page style sheet in PDF form that could accompany our editorial outline as a visual guide for the book. On it, we included our logo, Pantone color swatches, six inspiration photos and a handful of key words and phrases. Having that style sheet on hand was, I think, one of the best decisions we made, and the response from our commissioned designers was very positive; they found the direction helpful, and we referred to it ourselves throughout the production process to help us stay on track.
As far as selecting projects for the issue, we wanted to pull at least one thing from each of the major crafting topics that are popular right now; so inside, readers will find papercrafting; sewing and embroidery; felt and yarn crafts; fashion accessories and seasonal decor; holiday entertaining, gift-giving and packaging ideas; and other features such as new craft gadgets and a feature interview with the lovely Anna Griffin. A preview of the Table of Contents can be found on our website; we tried to jam as much inspiration into each page as possible! There is certainly a lot to be seen and read in these 130 pages.
Sounds great! When can we expect to see the next issue out?
Well, our Holiday 2011 is a “test” issue – so please, go snag a copy! All joking aside, we are extremely hopeful that sales are strong so that we can justify creating another one. If that is the case, we would like to aim for creating a second issue in late spring. I’m already envisioning a bright, energizing issue with pages that are bursting with amazing color and design. Shameless self-promotion warning: you can order a copy here, or buy one on newsstands at most craft, hobby and bookstores across the U.S. starting October 18!
What is something that most people don’t realize about your job?
When you work with a team, what you produce is only as good as your weakest member. I am so lucky to work with such incredibly talented individuals who have as much passion for what they do as I, and I know that any of our success is a direct result of that! Having good communication with your fellow staff is something that should NEVER be underestimated. We kept in check from Day 1 of the production of SCC with regular meetings, constantly updated check sheets and mini-goals to get us to our seemingly impossible print deadline. And, setting the standard for high morale and a “we can do this; we are awesome” attitude is the best way to keep up the pace on productivity! Without our efforts to keep one another positive and on-task, combined with each team member’s genuine enthusiasm for making Stitch Craft Create a reality, I’m not sure our final product would have been nearly as fabulous.
Giveaway!
Well, aren’t we lucky? Shannon has put together an amazing giveaway bundle of craft supplies (a $65+ value) for one lucky winner! It includes:
To enter to win all of this goodness, please use the easy new Rafflecopter form! (We’re trying it out, just for fun. U.S. entries only, please.)
And if you just can’t wait to check out this mag, you are in luck. Stitch Craft Create can be ordered online or purchased on newsstands in book and craft store across the U.S. starting next Tuesday, October 18. And on that same day, we’ll announce a winner!
134 comments
Awesome! I will have to check it out.
What an amazing prize and I can’t wait for this magazine to come out! I will def be picking one up. Thanks for sharing.
A brand new magazine that is for the complete crafter! LOVE IT! I love to dabble in everything, and this will be fantastic!
I learned about how you keep everything so well coordinated with style sheets. Just checked out the Table of Contents preview, and I can’t wait to get this magazine!
very cool behind the scenes look at magazine work!
What a wonderful feature and giveaway! Thanks for the opportunity to win! 🙂
I’m excited about this new magazine, hope I can find it in my local stores!
LOVE LOVE LOVE the style and ideas!
This magazine sounds like lots of fun! 🙂 Thanks for this wonderful giveaway!
I am always excited to see a new magazine. It amazes me the detail to which everything is done before publication.
Looks like a great magazine! Lots of hard work seems to go into a publication like this!
This magazine is right up my alley. These are the kinds of projects I like to create!
That SB has a really small staff, and sometimes shoots up to a YEAR in advance! I always imagine magazines like newspapers – tons of people trying to get things done in a matter of hours!
There is a lot more goes into the design and set up of a design magazine. Looks like you wear a lot of different hats.
How exciting! Looks like it’s going to be a must get for all crafters! TY!
I thought magazine publishing was only based in larger cities! So happy to know that I could move south and still work in that industry!
I was surprised to learn this is a trial issue. I thought you’d get more than one month to meet sales quotas!
I’ve learned that magazines don’t just happen quickly…..lol. Funny how we think just because we see them in teh stores month after month that they just take that long to prepare……nope!!!! Thanks so much for a chance to win!
Looks like a fun magazine! Would love to win it – I can so rarely find these special editions where I live.
I certainly had no idea there was so much lead time involved in pulling together a magazine issue! It’s wonderful how new and fresh everything seems, even though it’s been in production for months!
Magazine publishing sounds like a lot of work…but what fun and what a rewarding experience when it is all done!
I had no idea that magazines were “in the works” for so long before coming out. Photo shoots almost a year in advance? Wow!
This was a great interview – and thanks for the chance to win!
I have taken Sew Beautiful for 15 years. It is a wonderful magazine. This new magazine should be great.
This looks like a great magazine. There is so much that goes into making a magazine, it is amazing.
Looks like a magazine worth checking out – a lot of thought seems to have gone into it. Luck!
edie
I didn’t know there was such a small staff and that so much coffee and chocolate is needed to get SB finished.
What I’ve learned about magazine publishing is that it could be MY dream job.
I don’t think I could ever learn all the ins and outs about magazine publishing. It appears a good attitude and good organization is key in publishing. Can’t wait to see this magazine!
Wow, I can’t wait to see this magazine!
Wow, so much work goes into making magazines. I’m looking forward to checking out Stitch Craft and Create.
I’ve learned that it’s ‘teamwork’ that makes it happen! Looks like a great magazine!
It is a lot of work, but sounds like so much fun!
I think it sounds crazy to have to have photo shoots so far out of the season. It’s amazing to me that people can be so into it.
Wow…sounds like magazine publishing is a fun, but intense job! 🙂
I didn’t know that magazines were put together up to a year in advance! whew! the planning…..
Awesome!!! Pick me, pick me! hdelacruz15@gmail.com
its not easy
I know that a TON of work goes into preparing for a magazine and it takes months of planning and hard work. Way to go! It looks like you’ve created an amzing work of art 🙂
I’ll definitely be looking to pick one up, if I don’t win that is 🙂
I didn’t realize that magazines would choose a color theme for everything in the issue… no wonder everything looks so appealing!
I am always inspired by this magazine!!! Great projects and great designs. Love it!
I had no clue that it took so long to put a whole issue together. I always thought people wrote their piece and bam it was done
What a lot of work…..thanks for the giveaway. I’m not so sure about that button things….I did it???…grin.
Trying to get this to post???? Gremlins are at work today.
Thanks for the lovely giveaway!
Wow! I love Sew Beautiful magazine and am looking forward to the new Stitch, Craft, Create magazine.
I came over for the giveaway and ended up learning a huge amount about magazine publishing from the perspective of an art director! I didn’t really understand how comprehensive an art director’s duties are, and learning about how the team developed the overall “feel” of Stitch Craft Create by thinking about their audience (modern, tech-savvy multicrafters) gave me a new perspective on why some craft magazines just don’t work for me. I can’t wait to see Stitch Craft Create Magazine!
One more thing: I LOVE the Rafflecopter form! I wish everybody would use this!
I learned how much coordination goes into just one issue. I had no idea how many things & people had to come together for one issue. Very cool!
Looks like a great crafts magazine-I’m excited to see a new option out and just in time for Christmas.
I learned that Sew Beautiful, my fave sewing magazine has started a new magazine. I’m sure it will be as great!
Aww, man, US only? I wanna see the new mag *drumming of heels toddler tantrum style* Any idea if it’s planning a cross-Atlantic swim?
This magazine looks so fabulous! I’ll be on the lookout for it.
It’s so strange to think that the spring issues will be in production in the winter. It’s always gotta keep you looking forward tho’!
I love hearing about how people get into these kinds of creative jobs. I was also surprised to hear that Sew Beautiful has a small staff and that everyone has the opportunity to do a little of everything. Sounds like a dynamic office. Thanks for sharing!
I loved reading about creating Stitch Craft Create and cannot wait to see the premier issue (just ordered a copy online!). I was very interested in the style sheet approach and the care given to building the look of the brand throughout the various platforms. I wish you fabulous success and more creative energy!
I know that each issue is only as good as its weakest link.
How exciting! It’s really hard to find quality reading material for multi crafters, and I’m completely unaware of any other magazines that target us. And it’s actually affordable at $9.99! Can’t wait to pick it up!
Just picked this magazine up for the first time the other day and loved what I saw! I like that you are using rafflecopter…its so easy!
I learned if they don’t sell enough they can’t justify a second issue.
Looks like a updated craft magazine. I realize 1) Most of our American Crafts of yester year are now made in China and sold for less than I can make in M……’s and J….’s. 2) Too many magazine projects are fad and come the next year they just don’t have the same appeal
This magazine’s projects look like they will become heirlooms. thank you
A great staff and lots of enthusiasm are what it takes to help get a magazine like this off the ground. Good luck with the new venture and thanks for the win opportunity!
Lorie
FAbulous give-away! This magazine looks like one I’d subscribe to … and I’ve learned that we MUST support the magazines we love!!
Thanks for the chance to win!
I learned that Shannon has and does an awesome job!
Wow! I loved this interview and love the Pullen Company. I look forward to this magazine! It’s amazing that you can plan a year ahead and be cutting edge at release. That says a lot about the vision of those in the business.
This looks like a great magazine! Thanks for the opportunity to win!=)
I loved how they gave color direction for the designers, what a great way to create a continuity to the projects in the magazine! I can’t wait to get my hands on the debut issue and am hoping that more are to come!
I learned its alot of hard work!
The new magazine looks great. Thanks for the chance 🙂
I am really glad after reading this entry that you have decided to do a variety of crafts and stitching in your new magazine. I do love to buy a magazine that has a variety of things to do it because I feel that is my expertise, that is, not one thing but a variety of crafts and stitching and I wish you much luck in this endeaver…. If anyone could do it after reading I think it would be you…..Please enter me in your give-a-way I would love to win a first copy. Thank you!
I never realized the amont of time that goes into each issue of a magazine
It sounds like alot of work in a big hurry. No time to sit and smell the roses. Alot of rush rush hurry up and get it done on a dead line. After being home with grandkids now I don’t think I could go back to the workforce and keep up such a fast paste frenzie!
Please enter me in the give a way I would love to read your magazine and just think about all that went into the making of it.
I cannot wait for this magazine to come out! I didn’t realize that magazine publishing takes sooooo long! Almost a year in the making, that is a lot of hard work and dedication!
Looking forward to seeing what a dedicated staff produces after so much hard work!
This looks like a perfect Magazine for the likes of me…not just focusing on one technique, but ideas all across the spectrum of hands on!
wow…what a lot of work! I can’t wait to read it!
The cover is wonderful – this is just my kind of magazine and I am always up for adding to my ribbon and button collection.
What a fabulous giveaway!!! I actually found a subscription card for this magazine in one of my other magazines and I’ve been carrying it around for a few weeks. I didn’t see it at any of the craft stores (now I know it’s available on the 18th).
I’ve always thought that working for a craft magazine would be colorful and everyone would be crafting all day… reality… you share offices and do everything not just sitting on couches sewing! HA! Thanks!
Sounds like a great new “read”. Looking forward to all the new ideas!!
I’m so excited about this magazine! It looks like it’s going to include my two loves: sewing and mixed media art!
My daughter just finished working on her university’s “yearbook,” which is much like a magazine. I’ve learned, from her, just how hard it is and how much work is involved! I think she lived on coffee alone for several weeks until it was published!
Best of luck to you with your new magazine. I can’t wait to read it!
Angela
All the organization! It would be so much fun!
the ideas are endless and so much fun.
I didn’t realize the magazines were put together so far in advance or quite how much work is involved. Thanks for all you did to bring this one to print.
WOW! What a great giveaway. The cover looks like the magazine would be so much fun, can’t wait to see it in person.
you can keep everything coordinated with style sheets
I love crafting magazines and this one looks like there will be a lot of great ideas.
This magazine looks great!
Thanks for the chance to win! It’s like Christmas before Christmas 🙂
This magazine sounds like something I would enjoy. I love trying out all kinds of different crafts.
Looks like an awesome new craft magazine. Looking forward to checking it out. Kaju
I learned you don’t need a huge staff to get things done just organized.
I would love to win this giveaway because I know the magazines would offer things to make maybe for Christmas presents. Also, I love reading sewing magazines. 🙂
Looks like a really good magazine, I do loads of different crafts so this would be great for me, I do hope I can win.
Ooh. Really looking forward to this magazine. Right up my alley!
Liked your page and tweeted it for you too. The magazine sounds like it will be a really good one. I’m a crafting nut.
It’s really amazing that you are working on a magazine that will be published so far in the future!
Thanks 🙂
The magazine looks really interesting! can’t wait to read it!
I loved this information. It was full of good information. I learned that there is a lot of work that goes into a magazine and I am now even more stunned how magazines do it every month and they are affordable.
I learned a lot here – it takes a LOT of time, dedication and a huge number of people to get a magazine off the ground! Can’t wait to see the premiere issue…
I like the teamwork attitude of publishing, as well as setting mini goals…something we can all do to keep on task. Thank you for the chance to win this great magazine.
I would love to be able to do your job…creativity every day! Your fortunate.
looks great!
I was surprised to see that some stories are shot a year in advance! WOW- talk about pre-planning!
I always figured that having good organizational is key to magazine publishing but I like that phrase that it takes passion. You sometimes don’t get that when you read an article. Great insight.
Looks like a very cool magazine! Thank you for the giveaway!
I love craft magazines and especially finding new ones with something different to try rather than the same ol’ thing!! I’m looking forward to this one coming out. 😀
I didn’t realize there was as much planning into creating a publication, but it makes sense!
Looks like a great magazine. I haven’t learned that much about magazine publishing but it is an interesting topic.
I found it very interesting that they plan the follow up articles for the web. I guess it is just something I never thought about. I could totally do that remotely! Hint Hint! Ha!
I thought it was interesting that they chose a color palette for the entire magazine. But it does give the whole publication a nice look.
this ia awsome best one i’ve seen, long forward in using it gor all kinds of crafts
I learned how helpful style sheets can be. I will try that with some of my projects. Looks like an interesting magazine.
Great article! I learned so much about the publishing of a magazine! The style sheet idea was a great idea. I never thought about the details involved in publishing. What an amazing process it is to put together a magazine.
it is amazing how much time passes from the idea of a magazine to publishing the first issue, but I can’t wait to get my hands on Stitch Craft Create. I am a multicrafter and have been waiting for a magazine like this.
I didn’t realize how far ahead they had to plan for issues. It totally makes sense about having to shoot several seasons beforehand – especially for winter issues. Talk about needing a crystal ball to see the future (of trends, of course).
I am excited about the new magazine, SCC!! I am a big Martha Pullen fan and try to get in my sewing room everyday. I look forward to getting my Sew Beautiful magazine and I am sure I will love this magazine too.
Wow! There is so much that goes into it, I don’t see how they get it done between months! I’m sure the coffee/chocolate helps! 😉
This publication sounds wonderful! I’m hoping I’ll be picked for the giveaway!
I had no idea one person would be required to do SO MANY jobs in one position! You sound VERY busy, but also VERY lucky! What a neat job, with a really great company!
I enjoyed the interview and was surprised how far ahead the publication industry works.
Love the site. Keep up the good work.
So excited about this new magazine can’t wait to go out and buy it!!
I never knew there was so much work that goes into publishing a magazine…it boggles the mind!
Magazines and I have a love/hate relationship…I LOVE to get them and HATE to throw any into the recycle bin!! So of course they pile up and it turns into a clutter situation….guess I’ll have to start thinking of better ways to organize them 🙂 Thanks for the chance at this AWESOME giveaway!
FUN interview and I love that button box!
Lovely! I had no idea there was a homebase of crafty goodness in Alabama. I may need to head up to Huntsville and check y’all out! I learned that teamwork means teamwork! Brainstorming, learning and growing from each others mistakes and epiphanies, and being willing to help and be helped through the process. Great interview! I’ll be on the look out for the issue.
a palette is just what I need, too!
What a great giveaway! The magazine looks awesome and the extra goodies would be fun to craft with.
Thanks for the chance to win. 🙂
What I’ve learned is that it takes TEAMWORK !!! Awesome magazine. Thank you for the chance to win the awesome items.
I learned that they work up to a year ahead of time.
cant wait to read this mag.
What a great new magazine you have coming out. I’m excited for you and excited to see it and all the projects in it.
What a fun interview from someone who brings us a great magazine. Thanks so much!
Great prize package! The magazine looks great. I’m looking forward to some new ideas.
Wow! What hard work. I am looking forward to reading what all that hard work brought about.
I never realised magazines are a year ahead of themselves, very interesting interview. Thanks for the chance to win!
I would like to subscribe to this if you make it available! What a great publication! I am guarding my only copy – several other crafters want it!