Let’s be honest: Rutgers Magazine is a sprawling, chaotic, uninviting mess, clearly architected by people who are clueless about how to make a print publication work in an era of ezines, interactivity and social media. We do not happen to believe that print is dead — but we also believe that publications like Rutgers Magazine are hastening the death of print because this is stuff that no one wants to read.
Question: were alums consulted on what they want to read? We don’t know anybody who was asked.
Question: why have class correspondents been so brutally, thoughtless relegated to the dustbin?
Question: is there really no paid advertising in Spring 2008 issue — and if advertisers are this scornful, why kill trees to print this boring pablum?
Question: why is the high-priced brain trust assembled by university president Dick McCormick so wretchedly incompetent?
We don’t know the answers, but here we provide a crib sheet that points to a better future — a memo from MIT’s “Technology Review” editor to that school’s alums. Technology Review is a first-rate magazine with a significant readership outside MIT (MIT alums get a version with an alumni notes insert). It also is put together by big-brained innovators and what they are doing is reducing print frequency, putting more material on the Web, but they say they will keep running alumni notes in the alumni version…because, duh, that is why alums crack open these pubs. Do you think Rutgers VP Donna Thornton opens her University of Maine alumni publication without first heading to the class notes? We imagine Anthony Guido, director of Rutgers alumni comunications, does much the same when his UMass alumni magazine arrives. Brian Perillo, assistant vice president, alumni relations, also probably does the same with his UMass magazine.
Far as we can tell, the editor of Rutgers Magazine, David W. Major is not a Rutgers graduate either. Good thing, we suppose, that the publication’s name was changed some years ago from the Rutgers Alumni Magazine.
Our advice to the folks tinkering with Rutgers Magazine is stop thinking, it’s not your forte, just steal MIT’s ideas…and, while you are at it, start asking real Rutgers alums what we want in our magazine.