clock menu more-arrow no yes

Filed under:

Y. couple buys magazine

Their glossy publication is targeting the student market in Utah County

PROVO — The staff at a newly purchased magazine is getting "schooled."

Deborah Barlow-Taylor and her husband, Russ Taylor, purchased Schooled magazine this past October, a glossy published six times a year that targets Brigham Young University and Utah Valley State College students.

They had to rush to put out their first issue by January.

The magazine's motto — "for the student, by the student" — obliged the new owners to hire mostly college students. Over a two-month period they recruited staff, sold advertising and arranged stories and art.

After the first edition was printed, they distributed 9,000 copies by enticing their cash-poor writers with an additional 9-cents per copy bounty to drop the magazine on the doorsteps of dorms and apartments occupied by college students.

"It was a big learning process," Barlow-Taylor said.

The January issue included an interview with Jon Heder, the actor who played Napoleon Dynamite in the surprise hit film with LDS-oriented overtones, and a story about a local country band.

"I think what people don't know — what we didn't know at the beginning — is the organization required," said Erin Delfoe, who estimates she spent about 100 hours on layout and design for the first issue. "Hopefully it won't take that long again."

The magazine first appeared in the fall of 2003. The people who started it sold it because they didn't have the time. They offered it to the Taylors, who were at the time selling the magazine's advertising.

"It's always been a dream of mine to work at a magazine," said 22-year-old Barlow-Taylor, who recently graduated from BYU.

The couple, married for 1 1/2 years, had considered starting their own magazine because their career goals seemed to come together in the publishing business.

"I have a passion for advertising and marketing," said Russ Taylor, 23, who is running his own marketing and advertising company as he finishes his degree at BYU. "I'm going to school right now to learn it. But I have an opportunity to do it."

So the Taylors bought the name, trademark and other rights of Schooled. They will not disclose the purchase price.

"We did make it back in this first issue," Barlow-Taylor said.

They redesigned the magazine but didn't change the motto. They believe every community should have a magazine for students to showcase their work. College students interested in freelancing can contact the staff at

"It gives advertisers a great opportunity" to reach students, Editor-in-Chief Traci Marinos said.

The Taylors said their background in advertising will be kept separate from the editorial content of the magazine.

"We had a couple things we said 'No' to," Barlow-Taylor said. "They wanted us to do (stories) about them."

The Taylors are exploring other outlets in which advertisers can have direct interaction with students, such as a "win a wedding contest" and a Halo 2 Xbox competition, in which the magazine would also get exposure.