“Architecture is to make us know and remember who we are.” ~ Sir Geoffrey Jellicoe
Over the last several months, I have highlighted some of the significant changes and transformations taking place within your professional society at the state level. For this issue, I turn my focus to Inform magazine, which is being completely refreshed.
In fully considering the future of the magazine, we actually revisited and returned to the original publishing ideal, which so strongly called for a focus on reaching and educating a broad public audience. In order to realize this ambitious vision and shepherd the overall effort, we secured an expert in the field. M. Hunter Haglund has a long history of successfully evolving and curating mixed media. One of his recent success stories involves RVA Magazine, which in just ten years has redefined the region and now boasts one of the largest user bases of any independent media on the East Coast.
Though Hunter believes in the incredible potential of Inform as an outreach vehicle, he is also well aware of the immense challenge presented by grasping the future while embracing the past. It is for this and innumerable other reasons that we are being so careful and thoughtful about each step forward on what we hope to be a bright and prosperous path for all.
As you have likely already noticed, the first and second (spring and summer) issues were not printed this year. This was a tough decision, reached after much deliberation in order to better serve our advertisers, core stakeholders, and expanded audience. This choice was ultimately deemed necessary for unilateral improvements in the print version, web presence, and general infrastructure. It was the first hiatus (temporary or otherwise) in 25 consecutive years of publication. We were resolute about the importance of launching the next 25 years with our feet firmly planted in the future of 21st-century need fulfillment. It was simply not possible to continue obliging your interests without completely redefining how we serve tens of thousands of partners and readers.
Members of AIA Virginia will continue to receive the print version as a benefit of membership. Emphasis will center on subscriptions as well as placement in major book stores and retail shops. No longer will thousands of free copies of the magazine be distributed beyond the boundaries of the state; instead, careful consideration will be given to determine who receives strategic complimentary copies.
The Inform Awards program is also being enhanced with additional categories, increased relevance, and deliberate partnerships to better guarantee the well-deserved recognition of the finest in spatial design. Submission criteria, deadline(s), and nomination schedule(s) will be disseminated soon.
We know everyone will be better represented – if not inspired – by this much needed and exciting transformation. We’re truly devoted to curating each and every issue with care and attention, and we thank you for understanding that this takes time! Watch for your Directory first in late summer, followed by the magazine’s new web version, and then the gorgeous new print edition in mid-October …
Helene Combs Dreiling, FAIA
Executive Vice President, AIA Virginia
Note: All inquiries, praises, and critiques may be directed to contact@readinform.com; press releases and story suggestions to press@readinform.com; editorial inquiries to edit@readinform.com; and finally, advertising inquiries to advertise@readinform.com.
Hunter invites you to connect with him on LinkedIn.