The Minds Behind the Magazine

A shake-up of Phillips Academy's journal of record

October 07, 2009 — Sally Holm took her own advice when asked to take on the job of editor of the Andover Bulletin last year: “If someone asks if you can do something, say yes—then scramble to figure out how to do it.”

Although she cut her editorial teeth for more than 15 years as a two-time Emmy award-winning journalist for ABC News in New York City, the idea of producing a magazine with zero publishing experience first proved daunting, then irresistible.

“It’s been a steep learning curve, but we have a great staff (graphic designer Ken Puleo and assistant editors Jill Clerkin and Sharon Magnuson) that really made the whole catching-up process an adventure,” says Holm, who considers herself as much a storyteller as a journalist. “I’m a lover of people and their stories, and there is a deeper vein of great stories at PA than at any other place I’ve been.”

As part of the magazine's transition, there was a move afoot to change the name of the journal.  As Holm notes, "the words 'Phillips Academy' previously appeared nowhere on the cover, which we felt was a lost opportunity."

With three editions now under her belt, Holm’s influence can be seen in every aspect of the 102-year-old journal, even the paper stock. She did away with the glossy veneer, and changed to an uncoated paper that she says is “more biodegradable, more affordable, and has a more contemporary feel.”

Holm added ‘call-outs’ to class notes that highlight some of the more humorous and human goings-on of alumni, photos that feature more spontaneous emotion, and a new column named The Buzzz that lists a litany of PA newsmakers in a simple, tweet-like fashion.

In an effort to “focus less on PA itself and more on PA in the context of the world around us,” Holm added some new regular features. Faculty Showcase highlights the intellectual work and interesting hobbies faculty members pursue in addition to their regular workload. The column Old Blue by David Chase, director of stewardship, throws the spotlight on lesser-known aspects of PA’s rich history, and a Q&A in each issue invites readers to listen in on a conversation between a faculty member and an alumnus.

Guided by the expert eye of senior graphic designer Puleo, Holm saw an opportunity to transform the look and layout of the interior, maximizing color photography and vivid graphics throughout. To keep the magazine timely, she created a place online for the magazine’s extended content, featuring a growing trove of multimedia materials related to its features.

Holm credits Tracy Sweet, director of academy communications, with giving her the freedom to reimagine PA’s longest-running journal. “The administration’s willingness to embrace change and their faith in our vision proved to be the boost we needed to make this magazine come alive.”

With all of the revising and revolutionizing, Holm hasn’t lost sight of the magazine’s mission. “Particularly in the burgeoning age of electronic media, the magazine becomes the most permanent record of the Academy. This is a responsibility we must take seriously, but we should also have fun along the way.”