1. The Magazine School 2010 Bringing outstanding writing, design and photography to the classroom The Western Magazine Awards Foundation

2. An annual awards program recognizing excellence in Western Canadian editorial work, and design. westernmagazineawards.ca TMS The Magazine School is a project of the Western Magazine Awards Foundation. It provides classroom material to writing and design instructors and professors. Western Magazine Awards Foundation

3. Best Cover Catherine Mullaly July cover 2009 BCBusiness The 2010 Western Magazine Awards

4.  Catherine Mullaly, May cover, BCBusiness  Catherine Mullaly, July cover, BCBusiness  Micah Lexier, Joe Grande and Mike Carroll, Vol 28 No 4 Issue 112, Border Crossings  John Pekelsky, Sky Wars, Up Here Business  Randall Watson, October 2009, Vancouver Magazine Finalists: Best Art Direction - Cover

5. The BCBusiness finalists

6. Catherine Mullaly July cover 2009 BCBusiness And the winner is…

7. ●“British Columbia’s foremost business authority and the most widely read business publication in the province” ●Published by Canada Wide Media Ltd. ●Circulation: 24,000 to 25,000 ●On newsstands for $4.95 (Top 100 July issue is $5.95) ●Subscription: $25.95 per year ●bcbusinessonline.cabcbusinessonline.ca BCBusiness

8. The cover for the annual “top 100 companies in B.C.” issue The cover challenge

9. “It gets a little challenging because we’ve been doing it for so many years. “We come to the meeting with two or three ideas.” – Catherine Mullaly, BCBusiness art director Art director Catherine Mullaly

10. The art director recalls brainstorming the idea.  “I think I said it when we were just rambling out ideas and [our editor’s] ears perk up and he says, ‘Eggs?! How would you do that?’ And I think that came by because we were talking about regular eggs, and there is one that is golden.” – Catherine Mullaly Brainstorming the idea

11. How to illustrate “best businesses”?  “We did a Campbell’s soup tin in 2008; we said, ‘let’s save the eggs for next year.’  “And it worked out really well anyway because in 2009 that’s when the economy tanked and we were able to say ‘you know, the economy is not doing so well, but who’s golden, who’s still standing up, who’s okay?’” – Catherine Mullaly Two ideas for the cover

12. Vancouver photographer Hussey has won:  Lotus Awards  National Magazine Awards  Juno  Grammy clintonhussey.com Photographer Clinton Hussey hired

13. Art director Catherine Mullaly discussed the background with Clinton Hussey, who suggested a concrete drywall.  “It’s very neutral, but it’s got a little bit of texture in it. I thought ‘well, it’s so monochromatic, eggs are white and you’ve got this little golden one, let’s just use a very neutral background.” – Catherine Mullaly First: What background to use?

14. “For my job it was mainly just visually making it pop out a bit... to just make it more dimensional you need some shadow and to have [the eggs] round.  “The process goal was to look modern, grey and textured.  “I did some post production on the cover image, making the eggs look more cylindrical with some shadows.  “Then we did a bunch of plates (that is, extra shots) for the gold.” – Clinton Hussey Making the cover “pop”

15. The egg illustrates the best companies, then the art director focuses on type and a fifth colour. The golden egg illustrates the best

16. The extra-thick July issue uses a “fifth colour.”  “In this particular issue, the July issue, we usually go with a fifth colour, a metallic colour, so that would be either silver or gold – for the most part they are the ones that show up the best. It went with the golden egg and then the red is just another colour that was the one that ‘pops.’” – Catherine Mullaly The colours are chosen

17. Art director Catherine Mullaly checks:  typographica.org typographica.org  www.houseind.com/fonts www.houseind.com/fonts  typography.com/fonts typography.com/fonts Font foundries

18. The cover type Chalet font chosen because it “reads nicely,” is “classic while being new” and is a “standard sans-serif.” Used a slightly different version Scout font The BCBUSINESS logo is hand drawn.

19. “There weren’t a lot of glitches, this one went by pretty smoothly. Actually, probably one of the smoothest covers ever. It’s kind of funny that way; it was kind of meant to be.” – Catherine Mullaly Overcoming glitches?

20. The art director was insistent on a simplistic cover with certain elements that would pop.  “Editors sometimes like to think more is more, but it’s not.” – Catherine Mullaly Simplicity

21. The Magazine School is a project of the Western Magazine Awards Foundation, which acknowledges the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage toward project costs. The Magazine School content was prepared with the skilful assistance of Janice Paskey and students Sarah Kitteringham and Terence Yung at Mount Royal University, and with the generous co-operation of the winners of the 2010 Western Magazine Awards. Credits We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund (CPF) of the Department of Canadian Heritage towards our project costs.