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AFM Magazine


Objectives in 2007

by: Rex Lardner
Editor American Football Monthly
© More from this issue

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The editorial transformation of American Football Monthly has changed over the last 18 months, primarily due to subscriber research. From articles that profiled the philosophy and background of coaches, the features have become– we believe – more strategy oriented with detailed X’s and O’s. The reason: AFM’s readers in a number of surveys, have indicated that’s what they want. Therefore, our mission this coming year is to provide the specific content that you, the subscriber, want to see, whether it be a feature article or a clinic.

This issue concludes the three part series on the ‘Spin’ offense. While our December issue explained the strategy behind this offense, the last two publications of AFM focused on the running game and passing game, respectively. In all three, as an example, we followed a basic principle now a part of our objective; that is, be as detailed as possible when talking about a phase of offense, defense, or special teams.

The other side of this format is hearing responses from subscribers. The articles on the ‘Spin’ offense have resulted in a full gamet of emails. They’ve ranged from a subscriber that wrote…’it’s the most innovative offense I’ve seen since the West Coast offense’ to ‘…you guys are about 100 years behind Pop Warner who invented this offense.’ Whether innovative or not, we would to hear from you about what you like, what doesn’t fit, and how we can improve content.

This month’s issue includes the annual Schutt Sports Coaches of the Year in all divisions from I-A to the regional high school winners. While so much media attention is on Division I-A, we found there were some outstanding coaching stories this past season. Our goal in writing about this year’s Schutt Sports winners is similar to our goal in presenting a different type of content; that is, rather than profiling the coach and reviewing this past season, finding out what made a difference from a strategy point of view as well as with the X’s and O’s.

We’re finding, through this process, that some coaches are more forthcoming than others with detailed information. That, however, won’t limit the objective of giving you, the subscriber, the most specific content we can. But let us know your thoughts on what works and what doesn’t. We want to hear from you, not only about each issue but what you’d like to read about.

We hope you enjoy this issue of AFM…

Respectfully,

Rex Lardner
Managing Editor
American Football Monthly
rlardner@lcclark.com
561-355-5068 (x 329)





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