Online Edition | Washington State University | Pullman, Washington | Friday, November 16, 2001

The new ambassador
Premier issue of 
Washington State Magazine
 rolls out
By Robert Frank, WSU Today

Washington State Magazine, the university’s new flagship publication, rolled off the presses late last week, marking the birth of a new university ambassador. The glossy, four-color publication has a kickoff circulation of 130,000 WSU contacts, including faculty, staff, alumni, high schools and media. As described by its own subtitle, its intended purpose is "connecting Washington State University, the state and the world."

The publication’s first issue represents the teamwork of many people, but the core creative group is comprised of editor Tim Steury, senior editor Pat Caraher, associate editor George Bedirian and art director Jo Savage. Steury, for the past 11 years, was editor of Universe magazine, which was published twice per year and dealt with "research, scholarship and the arts." Caraher, for the past 32 years, was the editor of Hilltopics, a quarterly newspaper for WSU alumni and friends.

This fall, both Universe and Hilltopics were folded to make way for Washington State Magazine, which will be published quarterly in November, February, May and August.

"It’s not Hilltopics and Universe with a new cover on it," Caraher said. "It’s an entirely new publication.

"Hilltopics tried to keep up with university news in Pullman and on the branch campuses and follow alumni. Washington State Magazine takes a larger view of things on a statewide basis and looks for stories of national and international appeal and stories that involve researchers and alumni. It’s a highly visual magazine with some great photography. It deals with matters of interest to anyone affiliated with WSU. It looks at what the university does in a multitude of areas and how it connects throughout state and the world. We hope it’s the type of publication that people will read and learn from and keep on their coffee table."

"We were asked to produce a world-class magazine," Steury said. "The initial concept that we are working with now came out of a one-day retreat at my house. From there, it began to evolve. This first issue demonstrates what we are after, but the final vision (for the magazine) will continue to evolve."

The initial thing that will catch readers’ attention will be the photography, Steury said, praising university photographers Bob Hubner and Shelly Hanks and Seattle photographer Larry Chen.

"We realized we had an extraordinarily diverse audience in terms of interest and age, and the only way to interest them all was visually," Steury said. "You need to realize, this comes from someone who likes to write long stories."

More than 65 percent of Washington State Magazine’s circulation list lives in Washington, and 50 percent of those reside in the Puget Sound area.

"We are looking to expand the university’s visibility on the west side of the mountains," Caraher said.

The first issue, which is 56 pages, includes a photo essay of the Seattle Mariners; a feature on Washington’s wine industry; a profile of Peter Van Sant, anchor of CBS’s "48 Hours"; a look at State Route 26, linking Colfax to Vantage; and a multitude of other items on sports, seasonal items and alumni.

"The new magazine is one of the most important elements of the brand and marketing program," said Sally Savage, vice president for university relations. "WSU’s world-class education and research will be front and center in every issue of Washington State Magazine, conveying our vision of quality to our alumni and friends.

"It also makes efficient use of resources previously used for Hilltopics and Universe."