Universities nationwide are working to cultivate closer relationships with their alumni, often by sending them glossy magazines, and Tufts is no exception.
Alumni publications have changed from "very text-heavy black and white" to glossy four-color pages full of inspirational stories about the institution's advancement, according to The New York Times.
Universities' investment includes increasing their circulation base - magazines are often mailed to all graduates, parents, staff and faculty members.
Alumni magazines have long been viewed as a way to reach potential donors. But recently, universities' expenditure on the publications suggests a belief that the more appealing the publication, the greater the likelihood it will be read and the larger the donation pool.
"[We] strive for as much visual appeal as we can," said Laura Ferguson, editor-in-chief of Tufts Magazine, the University's main connection to its alumni. Recently, Tufts Magazine has switched to a glossier format, "but its changes are more substantial," she said.
The content now features student pieces, alumni profiles, faculty interviews and spotlights on faculty research.
"We balance institutional commitments with stories of a more personal slant but that may incorporate values and characteristics associated with Tufts," Ferguson said.
Tuftonia Magazine was established in 1994, and underwent a title change in 2000, when it became Tufts Magazine.
According to an article published in its first issue under the current name, "Tufts Magazine has its own set of challenges. It is now sent to more than 70,000 graduates."
Director of Alumni Relations Tim Brooks commended Ferguson's job on the magazine. "[She] has done an incredible job in nine-plus years of shaping [the magazine] into the premier and only publication that represents the whole University."
Tufts Magazine is "young," but it is steadily improving and exploring new ways to improve, Ferguson said.
The publication's staff works closely with Tufts' Alumni Association to gain a greater understanding of readers' needs and desires for the magazine. "An upcoming survey will bring refinement by showing us more specifically what Tufts Magazine readers want," Ferguson said.
The magazine's expansion is indicative of a greater advancement initiative at Tufts. "There may be some exciting changes in store as the University Advancement Division has recently created a communications department," Brooks said.
The department will be headed by Betsey Jay, who joined the senior management team in October.<$>
