Print Editorial - How It’s Done
FSR magazine
Delivering accessible, elegant content to B2B readers.
One of my main goals as editor of FSR magazine was to make the content more accessible. B2B content should be written no differently than consumer content—it should still be conversational and get your attention. The concept was to allow chefs to learn from each other—not so much the ingredients or technique, because they already mastered those, but how they use those to put their own twist on something. We selected menu items that had gone viral or gained restaurant owners a lot of business or press. For this series, I contacted the chefs, did interviews, gathered photos, and worked with the illustrator to deliver the vectors to our page designer. Most of the chefs requested copies and some said they wanted to frame them, which I considered a success.
