Baylor Magazine Makes Its Long-Awaited Debut

by Lori Scott Fogleman

The premier issue of Baylor Magazine, a bimonthly publication of the university, is on its way to close to 100,000 mailboxes this week (June 3), signaling the beginning of a major new initiative to improve communications with all of Baylor's constituencies. The magazine also is available online at http://www.baylormag.com/ .
The debut issue of Baylor Magazine includes a cover story on "Rising Stars," two Baylor ROTC cadets from the Class of '75 who are among the highest ranking women in the military, as well as stories on Baylor's soon-to-be constructed $103-million sciences building, a Baylor alum's contribution to the Oscar-winning animated film "Shrek" and a perspective from two graduates on the careers of Professor Ann Miller and Dr. Robert Packard.
The magazine also features regular departments that include campus news, sports, news of topical lifestyle issues, commentary, book reviews, profiles of students and faculty/staff and alumni essays. In addition, there will be features about current Baylor initiatives and accomplishments, as well as stories about alumni, programs and issues of societal relevance.
"The university produces a variety of publications from different schools or academic divisions," said Larry D. Brumley, associate vice president for external relations, whose office will produce the magazine, "but there has not yet been one magazine that goes to all the extended Baylor family on a consistent basis. We perceive that to be a serious communication gap with the constituents with whom we most want to develop and maintain a relationship."
Baylor Magazine will be mailed at no cost to all alumni, faculty and staff, senior class members, graduate students, peer institutions, a selected donor base and parents of current students, said Vicki Marsh Kabat, editor of the magazine.
"With the launch of Baylor 2012 (the university's 10-year vision), this coming decade is an ideal time to strengthen the university's communication efforts as we work to build community," Kabat said. "The magazine seeks to keep our readers informed about and engaged in Baylor's unfolding story, which, after all, is their story."
The magazine staff also consists of Allison Holden, assistant editor, and Randy Morrison, art director. As well, the magazine has developed a pool of freelance writers, artists and photographers from around the nation.
"We have exceptional talent on staff," Kabat said, "but we also want to tap into a diverse mix of voices and viewpoints. Our readership will be national, and we want to reflect that multiplicity of interests."
Five focus groups, three in Waco and two in Dallas, were held in January to help the magazine staff key in on what future readers want and expect in a publication from Baylor.
"We hope Baylor Magazine will foster a sense of active belonging, pride and ongoing connection among the Baylor community," Kabat said. "Baylor should be more to a graduate than a marketable degree; it should be a lifelong relationship."