Column width is really important. Consider how the typography is set, and the text size. You can get away with smaller fonts for a younger audience, for example with youth magazines like Maxim, but consider something like The New Yorker, which is exquisitely designed typographically – it uses quite a large font because you’re reading multi-thousand-word articles. It has very different needs to a layout that’s cut up with a paragraph here and there. We’re currently working on a women’s consumer magazine and, even though it has very short text, the type size is relatively large because it’s a magazine for flicking through. Sometimes people put too many columns on a page and make it very narrow, so the typography gets chopped up and is unpleasant to read. If it’s justified it gets gappy, so it won’t set nicely.
Choose the right magazine layout
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