Over the summer of 2005, I worked with Anne Kenady to redesign our weekend section (then just a single page that ran on Thrusdays) into a full-fledged publication of its own.

We set out with three distinct objectives:

1. Increase display advertising revenue with content that appealed to national advertisers (like entertainment news, movies and alcohol) and create ad spaces that closely coincided with the editorial content.

2. Improve the quality and quantity of listings to promote the cultural and community events happening in Syracuse and Central New York.

3. Design a template and work flow that would allow a small editorial staff and a single designer to put together the entire publication in less than a week's time.

By the time I left The D.O. in January, the project was off to a great start. Through increased advertising, the magazine was turning a profit and had almost completely recuperated the initial investment of new office space and staff in only a semester's time. Advertisers weren't simply moving from the regular edition to 315, we were attracting new businesses (especially bars and restaurants) that had traditionally not advertised or only rarely done so.