I just submitted a story for one of Hammock's teen-oriented magazines on surviving in the wilderness. While I’m steadily gaining more experience in hiking and camping, this article drawing on my modicum of expertise wasn’t exactly turned in on time. One reason? I spent far too long doing research on Backpacker magazine’s website.

The site immediately pulls you in with a fun online survival center that includes a library of how-to videos. Want to learn how to fend off a bear attack? How about stop a gushing wound? The Survival 101 section has the answers to common lifesaving questions, as magazine editors blend video and advice from experts to supplement their print content. The site acts as a true service to the magazine’s loyal readers, including this fan who will use the tips to impress my backpacking companions on our next trek. (Yes, I fully intend to dazzle all with my ability to build a fire with one match.)

Who loves Chicago--and geeky magazine talk? Four custom media professionals, that's who. Rex is speaking, and Emily, Megan P and I are here attending this week's FOLIO: Show, a conference for magazine professionals. No need to jump on a plane to Chi-town: We'll be offering a few choice nuggets from our workshops. (You'll just miss out on the deep-dish pizza and glorious autumn weather.)

If you're here at the show, stop in for Rex's presentation, "TrendWatch: Digital Growth and Revenue Opportunities," on Wed., Sept. 24 at 12:30 p.m. Experiencing Rex live and on fire about social media is one session you won't want to miss.

Hammock has a lot of experience with redesign, and our re-imaginings of publications have not only garnered numerous awards, but they’ve also helped our clients recruit and retain members and connect with their readers' passions. Still, it was cool to have our philosophy on redesign underscored by Kelly McMurray, creative director of the design firm 2communique, at a recent Folio: Show 2008 session in Chicago.

Addressing both editors and designers, she offered these tips for anyone contemplating a redesign:

1. Define why you need to redesign. Is your circulation or readership falling off? Are you taking a new direction editorially? Is the publication too expensive production-wise? Is it not aligned with your reader mission? (If you don’t conduct post-publication reviews of your issues, now is the time to start.)

2. Get everyone’s buy-in. The redesign process needs to be collaborative. That means editors and designers need to figure out ways to speak each other’s language.

3. Complete market research. The more knowledge you have about your readership, the more the redesign will reflect it and align with your readers' needs.

4. Determine the scope of the redesign. Are you just making minor changes or doing a complete overhaul? Does your team have the right resources and abilities? Can you complete a redesign while keeping up with regular issue demands? Are you too close to step back and be objective, or do you need an outside opinion?

5. Set a reasonable schedule. Commit fully to a launch date, but build in enough time that you resist the temptation to rush through the process.

6. Kickoff the process. Get people away from their desks to discuss elements of the redesign. Be open to inspiration from other magazines: Collect examples of what you do and don’t like.

7. Start tearing down and building back up. Spend lots of time researching typography, color palette, fonts, grid system, navigational systems and style guide. Editors: This is the time to step back and let designers show their talents.

8. Launch the issue. Don't show your redesign in a piecemeal fashion; get it all out there at once. Build a strong, workable structure, but also make it flexible enough for editors and other designers to take ownership and customize it for future needs.