When I see a publisher squirm, I experience the joy of accomplishment. No, I’m no sadist. And I certainly derive no pleasure from a publisher’s discomfort.

But when the publisher shifts a bit in his or her seat, I know we’ve reached a point-of-no-return during a redesign. It’s a make-or-break moment and the publisher is now entirely fixed on the direction of the project.

It may be a discussion on taking all text to flush left. Or a major departure in the look of the nameplate. Perhaps it’s talk about the advantages of modular ad design.

Regardless, when the publisher squirms, I know we’ve hit a critical point in the process. From that moment on, our meetings become more intense, more direct and more focused.

You can develop that same intensity—and I encourage you to do so.

Make your publisher squirm. Here are some changes you can suggest that are sure to get his/her attention:

PAGE STRUCTURE: What with the narrower web, how about taking section fronts—and other open pages—to five columns?

AD STACK: Why do the ads have to be stair-stepped? And why always up and to the right? How about modular placement? How about a valley stack?

MORE COLOR: How about rearranging pages so you can get more color photos—and ads—on inside pages?

LESS COLOR: Why are we placing photos in tint blocks? And why do we continue to insist on color frames around certain features

SEQUENCING: Why can’t we fix that problem with comics in the A section? How about placing them after sports?

NEW FONTS: You’re convinced that the Times New Roman you’re using for text is just not as readable as others that are available.

TRAINING: What can we do to get more training in design? How about that four-hour InDesign training session that wasn’t much help?

These are just a few suggestions. I’m willing to bet you have some in your newsroom that are more pressing. If you press your publisher on these—and if you see the squirm—you’ll know you have your publisher’s attention.

FREE DESIGN EVALUATION: Ed Henninger offers design evaluations—at no charge and with no obligation—to readers of this column. For more information, check the FREEBIE page on Ed’s webs site: www.henningerconsulting.com. ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. Offering comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: edh@henningerconsulting.com. On the web: www. henningerconsulting.com. Phone: 803-327-3322.