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Spotlight: Editor-in-Chief

Thursday, September 13, 2018

What is it they do?

There is a myriad of roles surrounding the production of a magazine. And, while you might not be familiar with most of them, there’s one you’ve probably heard of Editor-in-Chief.

But, just what does an editor-in-chief do?

First, let’s see if you recognize any of these famous editors-in-chief: Anna Wintour, Hugh Hefner, Piers Morgan, Miranda Priestly.

(Well, Miranda Priestly is actually a fictional rendering of the quintessential editor-in-chief of a high fashion magazine, which we often see in movies, such as The Devil Wears Prada. And, yet, it would seem amiss to not include her.)

Anna Wintour, on the other hand, is very real and transformed a magazine into a high-fashion powerhouse. Since 1988, Wintour has been the English editor-in-chief of American Vogue. Wintour is a prominent figure in much of the fashion industry due to her vision and success with the magazine. Her editorial prowess helped to create American Vogue to be a cultural phenomenon and an international icon of fashion.

Stepping away from fashion and onto something less concerned with clothing was Hugh Hefner— founder, publisher, and editor-in-chief of the well known Playboy. While Hefner may have been the ultimate playboy, he was also the ultimate businessman. This editor-in-chief was worth over $43 million.

Across the pond, we have Piers Morgan— a British journalist and television presenter, in addition to being an editor. When he was hired on as editor of a national British newspaper, he was only 29 years old, giving him the title of youngest editor-in-chief in Britain for more than half of a century.

So, what does an editor-in-chief do?

Although the road to ‘chief’ status varies for anyone aspiring to that position, editors-in-chief (and the above names included) have similar things they must do on a daily basis.

But, ultimately, they have the last say on what gets published.

Typically, an editor-in-chief starts out as a writer or a journalist and then climbs the ranks. This position manages the publications department and ensures that the magazine is released on time and within the style and tone set by the magazine. They create an outline for the writers and graphic designers in order to ensure a smoother publication production process. They review content, layout, design, and review articles in order to prevent spelling errors, plagiarism, or tonal inconsistencies, often after more junior editors take a look. They also strive to increase readership and implement new media plans.

Editors-in-chief provide their expertise and suggestions if they see room for improvement, and are often expected to strike a balance between being business-savvy and traditionally creative.

While Hollywood and pop culture have glamorized what it means to be an editor-in-chief, the position can be equally exciting and stressful. But, at the end of the day, the seeing the end product in the hands of readers can be very rewarding.

Print is Alive and Well

Thursday, September 06, 2018

Laptops, tablets, cell phones!

We’re in a digital age, but is print advertising gone?

Not quite.

Turns out, neuroscience is now on our side with print advertising. Print ads are more impactful on consumers than digital ones. Why? It’s simple: focus. People simply process print advertising with more focus. More than likely, this is due to the fact that we are less engaged with our phones when reading a magazine rather than when watching television. (When was the last time you watched The Real Housewives without your cell in hand?)

People feel more emotionally attached to content in magazines rather than content that’s presented digitally. We have a tendency to look over digital content and ads quickly, whereas print is generally read more slowly and more deliberately. Because of this, print advertising is proven to have better rates of recall and therefore are a better advertising choice. After all, if you are advertising your business or service, you want people to remember you.

Then, there’s the issue of trust, which is something companies spend a lot of money and time to cultivate with their customers. People trust print more because it has more credibility since it’s been around for a much longer length of time. This lends itself to the fact that older generations prefer newspapers and magazines, and the younger generations prefer cell phones and television. However, the younger crowd—as seemingly glued to their devices as they may be—are more engaged with print because they’re less distracted.

Did you know?:

1. 91 percent of American adults have read a magazine in the last six months, compared to 85 percent of American adults who surf the net. 

2. The average reader spends more than 53 minutes on each issue, and if you multiply that by 9.3 issues the average reader spends more than 8 hours reading magazines each month.

3. Top digital brands publish print magazines. It’s easy to find stories of brands moving from print to digital, but the reverse happens, too. Major online businesses like WebMD and Uber have partnered with custom publishers to launch print magazines because they build connections and communities.

So, is print dead? Definitely not. It is alive and well and shifting and changing the way most industries do over time. So, sit back, relax, and enjoy your magazine.


Sign-Making 101

Wednesday, August 08, 2018

Where do you start?


A good sign is sized appropriately, the correct material is being used, and it’s also placed in a prime location. To start out, you need to determine what your goal is with the sign.


Are you preparing for an event? Is it indoor or outdoor? Will it need to be durable through rough weather conditions?

Are you decorating the outside of a building or a car?

Are you trying to spread brand awareness?

Are you bringing attention to an event or sale?

Are you using the sign once or for multiple occasions?

These questions need to be considered when designing a sign.


After answering these questions, it’s best to ensure that the size of the sign is sufficient. The larger the font size, the easier to read. Bigger is usually better when it comes to signs, unless it’s overwhelming to the eye, then toning it down can be better. Be sure to take measurements of the building, window, car, etc., to see how much available space you have. Sometimes shortening the message works well to acquire more space. Although size can be difficult, there are always ways to work around it.


The material is critical in sign making. As most of us know, various materials can withstand various conditions. If your sign needs to hold up even in rainy weather, you may want to go with a vinyl or corrugated plastic. Be cautious in choosing light, non-water resistant materials because the rain can ruin a sign in seconds! If you're in a windy area, you should go with a heavier material to be sure it doesn’t blow away. Identify where you want the sign (indoor or outdoors), then decide on the material you should use.


Now, get more specific and locating exactly where your sign should be placed.  What’s the point of making a sign if no one’s going to see it? High traffic areas are among the best areas to place signs due to the several people driving past them. Cars are also a popular one with our sign shop. They’re a good choice because it’s free advertising wherever you go! In addition, waiting areas are also popular areas for signs. When people are “bored” their attention is more likely to be captured. Altogether, you can’t go wrong if you're in front of a business, on a car, or a big billboard on the 99. Wherever you place your sign, just be sure there’s some traffic going through that area.


Making these small decisions are critical when it comes to sign advertising.

Colors Make a Difference

Thursday, August 02, 2018

As competition rises, marketers have to use every strategy they can when increasing sales. Utilizing the psychology of color is a must when it comes to sign-making. Countless studies have illustrated that color is what markets a brand, ultimately creating a brand identity.

Let’s see what message each color conveys.

Red- It’s said that red evokes strong emotion. It’s full of energy and the longest wavelength of any color. Red typically grabs our attention first. Hints why Coca Cola’s brand is red and may be due to why it’s the largest beverage company in the world (many other aspects go into why they are so successful, but red, all in all, is a good choice).

Blue- Blue is considered a soothing feeling and is even said to increase concentration. It increases productivity and is often used for offices and financial institutions. Do you recognize what the logos of Chase, Bank of America, American Express, and CitiBank all have in common? They’re blue!

Yellow- Yellow expresses optimism, confidence, creativity. It’s the first color that infants react to which makes it the most psychologically compelling! Now you have an excuse next time you want to order that Big Mac, it’s all because of that compelling McDonald’s logo.

Purple- Purple is the color for royalty. It’s often used in anti-aging products. There’s a sense of creativity behind the color. Yahoo is known for its purple logo.

Orange- Orange stimulates physical and emotional feelings. It’s often described to be sensual and passionate normally relating to food. Maybe Hooters based their logo off of the mood of the color?

Green- Green is a peaceful, natural color. It generally promotes health and tranquility. Whole Foods comes to mind when thinking of green brands, which makes sense because Whole Foods promotes all natural, healthful eating.

Black- Black is the color of sophistication, control, glamour. Black generally communicates clarity. Gucci is a ritzy-branded product and their logo, in fact, is black!

9 Tips To Make Your Sign STAND OUT

Thursday, July 12, 2018

The first, most important step in branding and marketing is having a sign! Although, any old sign doesn’t always do the job. When sign-making, there are a few vital aspects to it in order to make a good impression on the consumer. Here are a few tips and tricks that we do here at Never Boring’s Sign Shop.

1. Use Color and Images. The best signs embrace color! Full-color graphics will capture the reader’s eye. Additionally, adding a border helps to focus the attention on the main component of the sign and using a different color will enhance the important information plus increases retention and reaction to your sign.

2. Make it Readable. Use a design that highlights the letters. Cursive letters and fonts that are difficult to read are not recommended. The easiest color combination to read is yellow letters on a black background or black letters on a yellow background, although there are many other contrasting color combos that work like red and green, and blue and orange.

3. Make it POP! The sign and its message need to be visible from the standard viewing distance.  If your sign is small, use a dark backdrop and light letters, which will make the letters easier to read.

4. Keep it Legible. Use clear type-styles and sufficient spacing to make sure words and letters can be easily readable.

5. Mix it Up! Change the message, the size, the shape or the color to continue holding your customers’ attention.

6. Be Careful with ALL CAPS. There is a misconception that exists that since ALL CAPITAL LETTERS are "bigger" than their lowercase counterparts, that they must be easier to read from a distance. However, visual tests have scientifically verified that Upper and Lower Case Text is more legible from a distance than ALL UPPER CASE LETTERS. It's easier for our brains to distinguish the shapes of upper and lower case text vs. all capital letters.

7. Compelling Color. The choice of color plays a huge part in a well-designed sign. Think of “Coke red” or “McDonald’s yellow.” Often, color can help identify a brand.

8. Less is More. A sign that is difficult to process may lead a customer to perceive your brand as unlikable, unbelievable, and untrustworthy. On the contrary, if your sign bears an easy-to-parse message in a high-contrast format, customers tend to perceive your brand as truthful and trustworthy. When choosing a design, prioritize your message — and keep the word count to no more than seven.

9. It’s Part of your Marketing Strategy. Business signs are often one of the first pieces of marketing collateral a business produces. As your brand and messaging evolve, the look of your sign should, too. Customers remember signs just as they do jingles and ads they enjoy. It’s your chance to make a great first impression.

It's What's On The Inside That Counts

Thursday, May 24, 2018

It's What's On The Inside That Counts

A website may not have feelings or a personality, per se, but it is meant to exude personality in order to muster up some sort of feeling from the visitor that graces your website. With this in mind, it’s important to remember that the quality of your website should be at the top of your priority list when embarking on the journey of building a website. If you keep this in mind, you will most certainly see the benefits of a well-developed site.

The Objective of Your Website

Just as with any other project you start, the first question you want to ask yourself when developing your website is, what is the objective of the website?

Here are a few questions to ask yourself when narrowing in on what your objective is:

Is your objective of building a website to bring awareness to your business?

If so, you’ll want to provide your visitors with information and insights about your business. What products or services do you provide? What’s important to you and your business? This is also a good opportunity to (visually) show off your branding.

Is your objective to create interest in your product or service?

If the objective of your website is to create interest in your product or service, then you would want to develop the homepage of your site in such a way that the visitors can interact and learn about the benefits of your product or service. A video or graphic is a great way to spark interest in your offerings.

Is the objective of your website to get conversions?

Conversion is a typical objective that everyone has when building their website, but this doesn’t always mean it’s the main objective - unless it is. If getting conversions is your main objective, then the way you develop and build your website, specifically your homepage, is very important. The way you guide your visitors from your homepage to other pages within your site is crucial in the conversion process - hence, why the way the backend (or inside) of your website is set up is imperative. If your visitors are having a hard time finding their way to your products then they’re more than likely to leave your website out of frustration.

5 Reasons Why Updating Your Website Is A Good Idea

Thursday, May 17, 2018

5 Reasons Why Updating Your Website Is A Good Idea

The thought of updating a website typically sends shivers down the spine of most business owners. In the beginning, there’s a thrill of something new and getting the face of the business out there on the internet. But then, once the realization of how hard it is to actually build and develop a website sinks in, as the good ‘ol B.B. King said, “The thrill is gone, baby.”

That said, if you ‘check-in’ with your website regularly, it’s actually not that bad. Think of your car, for example. If you take it in for its oil changes, keep it clean, get your inspections done, etc., it tends to be a lot smoother and easier to maintain and run for quite some time. However, if you let it go and don’t pay attention to making sure it’s up-to-date with its maintenance, you’ll find yourself down a rabbit hole of issues - similarly with your website.

So, we thought we would give you “maintenance tips” for your website. If you have questions, you know where to find us!

1. Aesthetic Appeal

Your website is the face of your business. If the face of your business doesn’t look good, a consumer’s impression of your business will not be good. If your website looks out of date and out of touch with the times, your customers and potential customers will think the same of your business. Don’t give the impression that your business can’t grow with your audience, its needs, and expectations.

2. Code Consciences

At the first glance of coding—the stuff that lives behind the scenes of a website—most want to look away and not even want to begin to understand what appears to be gibberish. But it’s that hard-to-understand gibberish that makes a website look good and function so smoothly. So ignoring the ever-changing world of web development and coding can be a costly mistake. For example, if your website was built 3 or 4 years ago, there is a good possibility that the code inside your website may not be needed like it was needed 4 years ago. This can slow the functionalities of your website down. Trust us, you do not want a slow loading website.

3. Creative Content

Despite what you may think, people still read. But, if they’re going to read, it'd better be good and it'd better be informative. People turn to Google (or the internet, in general) for information. So, if you’re providing minimal content to your visitors, you’ll get minimal interaction in return - from both visitors and Google. Remember pop icon Madonna who lived in a material world? Well, today we’re living in an informative world and we are informative girls (and boys). And remember, informative does not mean it has to be boring - get creative with your content!

4. Fetching Google and SEO

Yes, there is such a thing as Fetching Google. When and how would you do this? Anytime you make a change to your website and go here to learn how to Fetch Google. When you make a change to your website (typically done by your web developer or webmaster) you will want to Fetch Google to come crawl your site so that Google sees you made a change and/or update. When Google sees the continual updates and comes to crawl your site often, this helps in the ranking of your website, in other words, it helps your website with SEO (Search Engine Optimization).

5. UX Centric

UX or, User Experience goes beyond just the aesthetics of your website. Whereas aesthetics are highly important, being able to navigate through your website is just as imperative. Your website can be visually appealing. But if it lacks the ability to get to the core reason of why that user came to your site in the first place, that user’s experience is shot and you now have a person who had a dissatisfying experience with, well, your business.

In a nutshell, don’t ignore your website. We know it’s a hassle, and it can be scary tackling such a beast of a project. But that’s why there are experts (like us!) to turn to and guide you through the process.

So Long, Farewell, Auf Wiedersehen, Goodbye

Thursday, April 12, 2018

So Long, Farewell, Auf Wiedersehen, Goodbye...

As we come to the end of our 35 days of film and fade out into a new department of Never Boring, we thought we would leave you with a list of some of our favorite movies. But, not just favorite movies, favorite movies that you may not have watched, have forgotten about, or haven’t even heard of.

  1. Talk To Her
  2. Comet
  3. The Fundamentals Of Caring
  4. Naked
  5. Seeking A Friend For The End Of The World
  6. Idiocracy
  7. Heartbreak Ridge
  8. Baraka Ron Fricke Masterpiece
  9. Persepolis - Marjane Satrapis's experience as a teen in changing Iran
  10. David Lynch's "Elephant Man" - John Merricks tragic life story

We hope you’ve enjoyed hanging out with us here at the Film Vault these past 35 days. We hope you enjoy the next journey into our Web Development department, and we’ll see you again soon!

And Scene

Why Is A Script So Important?

Thursday, April 05, 2018

Why Is A Script So Important?

Well, a movie without a script is like waking up in the morning without coffee. And who does that? (It’s absolutely impossible to start a day without coffee!) Just as it is absolutely impossible to start a movie without a script.

In The Beginning

In the beginning, there was a script. The script is the bible to any movie. It’s what everyone who is working on the film refers to when there are questions, concerns or when someone is implementing their part to the process.

And, just like coffee and religion (don’t ask), there are different types of scripts.


A standard script gets pitched to a producer or film studio. If they like it, you’ll see the movie produced and released the way the studio wants it. Yes, the script gets rewritten with the studio’s or producer’s input before it is released.


A spec script is written in advanced by a writer who is hoping it gets picked up or optioned by a producer or studio. Don’t let the success of “Good Will Hunting” or “American Beauty” fool you—a spec script is one of the hardest ways to get a script produced.


An adapted script comes from something that already exists. We’ve been seeing this a lot lately (*cough* Twilight *eye roll*). It seems as though almost every best seller is being turned into a movie. Good for the film industry, not so good for the author (since it can be tough to translate the quality of the story from the book onto the screen).

Other examples of an adapted script would be: remakes, TV shows, or even a real life story.

So, Why Is A Script So Important?

As we mentioned above, the script (also known as a screenplay) is the film’s bible. It is used by the director, producer, actors, crew; everyone who is involved with the movie. The script lets everyone know exactly what will be on the screen.

The script also provides the description of the characters. With this, the director is able to visualize and capture the type of style, look and vibe she/he gives to the character.

Aside from capturing the personality of the characters and knowing what will be shown on the screen, the script gives a close estimate of how much the film is going to cost.

Budget planning is key and the script, again, is the bible for that. The script lets the producer and director know how and what to plan for, therefore, dictating the logistics and budgeting for the film. For example, if the movie calls for extreme explosions the producer knows she/he will have to plan and budget for that. If the film is mostly dialogue and daydreams, then the producer will budget for that (with costs likely to be much less than a movie filled with explosions).

The script also plays a huge role in how the movie is scheduled. As with anything in life, scheduling/planning is at the forefront of getting the job done. It is also how the director and producers keep the film on budget. Planning and scheduling have absolute direct impacts on the budget. Some of the most common reasons for going over budget are reschedules and disruptions to filming. So, you can see why meticulous planning and scheduling are so important.

Fade out…

The End.

What A Difference A Soundtrack Makes

Thursday, March 29, 2018

What A Difference A Soundtrack Makes

Guardian of the Galaxy, Dazed and Confused, Forrest Gump, A Knight’s Tale, Titanic, Sound of Music, Singing In The Rain, the list could go on and on, and on…

Imbedded In Our Minds

A good soundtrack can, really, be instrumental to a movie’s success, longevity, and memorable scenes. Take Singing In The Rain, for example. Tropicana used one of their most recognizable and famous songs in a recent commercial - “Good morning, good morning, we’ve talked the whole night through…” We don’t know about you, but we cannot hear the phrase ‘good morning’ without thinking about that song. Or, how about Alice Cooper’s, ‘Schools Out (For Summer)’ - who doesn’t think of the scene from Dazed and Confused? All the kids running out of the classrooms throwing their papers everywhere, shredding their books.

Not A Match

However, a soundtrack can also be a distraction if not fitted to a movie correctly or placed within the scenes at appropriate times. We’ll use A Knight’s Tale for this example. Granted, it was one of the first movies in a long time that did not blend the soundtrack with the time period of the movie. So, we’ll give them kudos for stepping out and being bold.

That said, the soundtrack was received with wildly mixed emotions. Some enjoyed it and thought it was a nice change, bringing something new, while others thought it was mismatched and completely unfitting to the movie. Making it distracting and hard to enjoy.

Emotions and Personality

Not to be confused with the score, which gives the emotions to a movie, it’s in the soundtrack where you’ll find the personality.

A good soundtrack can show the personality of the characters, the director, and the movie itself. A song can show you a wide array of personality traits in a character. One song will show you the charming side of the protagonist, and another will show you the arrogance of the antagonist.

That’s A Wrap

Music is as beautiful and imperative as the colors used in a film.

Music creates the memories, the characters, the unforgettable scenes…

(queue John Cusack, Say Anything).