Green & White adopts new look & focus
The University of Saskatchewan’s worldwide communications link to more than 85,000 alumni and friends is undergoing what the man in charge calls “an extreme makeover”.
And Luke Muller says the new look about to be unveiled for the Green & White magazine is entirely appropriate, because the 65-year-old publication now has a new production arrangement, a broader editorial focus, and an exciting new role in promoting the U of S.
“We’re breaking it wide open,” says Muller, who earned his MA in English from the U of S in 2000, worked in Alumni Relations since then, and took over as Green & White editor in January.
Muller says editorial production of the magazine has been brought back in-house, after having been farmed-out to a Saskatoon communications firm for the past eight years.
The new editor notes this reflects the fact that he and colleagues in the University Advancement division recognize that a more dynamic Green & White will be a much more powerful communications vehicle, having a greater impact with alumni and other friends of the U of S around the world, “helping to move the University forward”. The magazine will be published by University Advancement in consultation with the U of S Alumni Association and an editorial advisory board made up of alumni.
Muller says another change will see the format of the publication return to its magazine roots. It started out as a 9”x12” magazine in 1939 and was produced as a glossy mag until 1995, when it was changed to a short, tabloid-style newspaper. But, Muller notes, the U of S is the only one of Canada’s 15 medical-doctoral universities to have a newspaper-style alumni publication, rather than a more professional magazine.
In recent months, Muller has overseen a complete redesign of the Green & White. Starting with its next edition in late October, the semi-annual publication (October 25 and May 25) will be a bright, contemporary-looking, glossy full-colour 8½”x11” magazine of about 32 pages.
Equally as important as these changes to structure and appearance, is a broader editorial approach.
“ The Green & White was fairly narrowly focused before, but there are a wider range of stories that it’s important to tell,” Muller says.
“ We’re now trying to tell a broader range of University stories – including research and campus news – to represent just how dynamic the U of S is today. We are, of course, continuing to profile graduates in every issue.”
Muller anticipates that with an increasing number of students graduating from the U of S each year, the distribution of the Green & White will gradually increase over the next few years. Currently more than 50,000 copies go to U of S alumni and friends living in Saskatchewan, about 30,000 to those in the rest of Canada, about 3,000 to the U.S., and about 2,000 overseas.
Muller says each edition of the new Green & White will be posted in the the Alumni Relations/Publications section of the University Advancement website, at: www.usask.ca/advancement/. Besides the October and May print editions, Muller notes that one online-only edition of the Green & White is also published each January.