My letter the the editor:
Hello,
I have been a "Ski" subscriber for over 15 years. Obviously, I value your publication. I would like to share with you my reaction to the latest Gear Guide issue.
First, the good:
The category divisions you chose were logical and helpful. Someone looking for a "Men's Groomer," "Men's All-Mountain Narrow," etc., were well guided. The categories made good sense and worked well.
Now, the not so good:
The information on each ski was remarkably sparse. I assume this issue is your most important of the year, probably your biggest seller, and people go to it for as much information as possible to make an informed choice about their next purchase. We need you to list specific strengths and weaknesses, who the ski is best suited for and those for whom it likely would not be appropriate. To skimp on necessary information defeats the entire purpose of the issue and engenders real anger in readers. I know you published more info on your website, but that doesn't help those who bought the print edition. Big, big mistake.
I'm sorry, but your creative director and art director should be embarrassed. Whether Jackie and Signe were told they had to reduce the type size or not, I don't know, but if you are going to produce a print edition, the first rule is that it needs to be legible! The font was absurdly small and, again, defeats the whole purpose of using print.
In addition, even if you were constrained for some reason on type size, you could at least have chosen color contrasts to heighten legibility. Look at the "Dimensions" listings for each ski and, even worse, the "Average Score" box at the bottom of each ski's evaluation. No contrast between type and background! Minimal legibility. What in the world were you thinking?
If you are going to continue as a viable publication, you need to address the basic needs of your readers. I want you to succeed, but, in all honesty, this issue was an embarrassment.
Best,
Michael Martorano