Begin with a frank and comprehensive look at who your readers are. The answer will be the cornerstone of a successful redesign:
Who are your readers? What else do they read, what do they watch, how do they spend their time?
Why do they read you? What unique information or perspective do you bring to them?
How do they read you? Do they read through in one sitting or several short ones? How much time do they spend with the publication?
Where do they find you? Do they find you at social media, online, buy you on a newsstand, receive you at home, or find you elsewhere?
Next take a hard look at yourself:
What are the strengths of the design staff? What are their weaknesses?
What resources does the staff have to draw on? What are the limitations of time, budget, experience, and training?