Five Questions for: Todd Weinberger, Creative Director

Ever looked at a magazine's masthead and wondered just what do all those job titles actually mean? What does a photo producer actually do? Does a deputy art director get a shiny badge? And why are some people creative directors and others design directors? 
  
Our new blog series "Five Questions for..."  is here to help answer those questions and give you insight into working in the world of publication design. Every two weeks or so, a different pro will tell us about what they do, and how they got to where they are. Is there a particular job that you want to know more about? Email  us at spdstudentoutreach@gmail.com and we'll find an expert who does it. They'll give you their take, and then it's up to you to put their advice to work. Read on to find out what being a Creative Director is like for Todd Weinberger.

Editor's Note: Todd is on the SPD Board of Directors, and is a past host of our Pub(lications) Crawl.


 
The Pro's Work

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About the Pro

Todd Weinberger
Creative Director
 
Employer: Inked magazine 
Education: Washington University in St. Louis, BFA, Graphic Design




1. Imagine you're talking to someone who has never heard of your job. How would you describe it to them?

I'm responsible for the overall visual feel of my brand, from the printed publications, the photography, styling, hair, makeup, social media, website and eCommerce so that everything has a consistent voice. I concept, direct, and layout every single page of the magazine, from start to finish.


2. What about what you do makes you love it?

I have complete creative freedom to do what I want, within our budget. It's a lot of pressure to have this ability, and sometimes it's a curse as much as it is a blessing.


3. What do you think of as your big break, career-wise?

When I became Senior Art Director for Gyro Advertising (now Quaker City Mercantile) and started working on brands such as Camel, Winston, and Salem I had a lot more visibility in the advertising and design community. Also, becoming a board member of SPD was a huge break into the NYC publishing scene as well.

4. What is your biggest professional mistake or regret?

No regrets. Ever. Each mistake is a lesson learned.


5. What advice or parting words do you have for anyone who wants to do what you do?

BUST YOUR ASS! If you work hard, it will pay off. People will notice and although it may take longer, you'll get to where you need to be. Don't spend work time on social media, do your Facebooking and texting at home.



Is there a particular job that you want to know more about? Email us at spdstudentoutreach@gmail.com and we'll find an expert who does it. They'll give you their take, and then it's up to you to put their advice to work. 

"Five Questions for..." is edited by Joseph Caserto
"Five Questions for..." logo by Nicole Zigmont.
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