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Leading Off

We knew when we drew up the editorial calendar for the new SCREEN late last year that our first issue and its cover story, Post Ghosts, would be touchy but we didn’t realize just how touchy.

Some industry professionals, friends of the magazine, were reluctant to comment, saying that it could be perceived as an attack on the agencies. I certainly don’t blame them – it could be a textbook example of the clichéd maxim: don’t bite the hand that feeds you.

In-house editorial is picking up work and talent, most people agreed. At The Martin Agency they said their in-house editorial company, Running With Scissors, was primarily a means to cut costs by bringing their personnel home and was not intended as a new profit-center. That’s persuasive from the Richmond, VA-based agency but the case might be different for agencies based in New York, Chicago and LA.

The edge for post houses is creativity, at least for the moment. Everyone, post houses, agencies and clients are trying to get the most out of each and every dollar. This year’s Super Bowl spots were trying to inspire consumer action instead of being a prime branding opportunity. Client budgets are down, that’s likely the case for the near future and post houses that don’t try and find ways to accommodate those budgets could end up taking it on the chin.

That being said, a party at The Colonie in Chicago earlier this month was jammed and the general mood of the industry was positive. People seemed more hopeful a month into 2010. We hope that keeps up.

All that and more can be found in our cover story, Post Ghosts. Also in this issue is the return of Creative Soup, in-depth features from our Production Writer Kevin Jeong and offerings from our regulars, Dan Patton and Mike McNamara.

This is the first issue of the new SCREEN, a new logo, new design and new philosophy emphasizing in-depth features over breaking news and tackling tough issues that will make the magazine more relevant to our readers. We hope you enjoy.