The Magazine from Cover to Cover

by Johnson, Sammye; Prijatel, Patricia

• ISBN13: 9780199829842
• ISBN10: 0199829845
• Edition: 3rd
• Format: Paperback
• Copyright: 2012-10-19
• Publisher: Oxford University Press

Summary

The leading textbook on how to turn a budding idea into a full-fledged magazine has evolved, adapting to the current trends in the industry. Now in its third edition, The Magazine from Cover to Cover has been thoroughly updated to include the effects of technology and current events on magazine publishing. In this comprehensive overview, authors Sammye Johnson and Patricia Prijatel provide a fascinating perspective on the rich history of magazines in America, an overview of present publication practices, discussion of groundbreaking research, and a look forward to the challenges and opportunities in store for the industry. They use case histories from selected magazines and interviews with editors, designers, and other publishing professionals to showcase the creativity that is propelling magazine publishing forward. WHAT'S NEW IN THE THIRD EDITION? - A new Chapter 2, "The Magazine in a Digital World," written by Lori Blachford, Peggy Fisher and Larry Stelter Chair of Magazine Journalism at Drake University, delves into the constant evolution of the magazine industry in this digital age - Updated throughout to reflect the impact of technological change and the economic crisis on all aspects of the magazine field

Table of Contents

Preface
Credits
PART ONE. THE ENDURING MEDIUM
1. The Magazine as a Storehouse: The Scope of the Medium
Magazines and the Media Mix
DEPTH AND TIMELESSNESS
SPECIALIZATION OF CONTENT AND AUDIENCE
-- Well Defined
-- National
-- International
-- Regional
-- Local
OPINION, INTERPRETATION, AND ADVOCACY
PERMANENCE
CONSISTENCY
FREQUENCY
DEFINITION
The Scope of the Medium
MAGAZINE TYPES
-- Consumer
-- Trade
-- Organization
-- Other Types
NUMBER OF MAGAZINES
READERSHIP
The Future of Magazines
2. The Magazine in a Digital World
Diving into Digital
READING THE AUDIENCE
A NEW WORLD
LEARNING CURVE
OPPORTUNITIES
CHALLENGES
Websites
FLEXIBLE FORMAT
-- Navigation
-- Design
TRAFFIC SIGNS
-- Analytics
-- Search Engine Optimization (SEO)
-- Syndication
-- Email Newsletters
Social Media
FACEBOOK
TWITTER
MORE WAYS TO SOCIALIZE
-- Video Sharing
-- Photo Sharing
-- Location-Based Services
-- E-commerce
Mobile
A NICHE WITHIN A NICHE
A GROWING MARKET
Tablets and E-readers
ELECTRONIC BOOK READERS
TABLETS
What the Future Holds
3. The Magazine as a Marketplace: The Role of Advertising
Why Advertisers Choose Magazines
CREDIBILITY
READER QUALITY
-- Highly Targeted
-- High Income and Education
-- Ethnically Diverse
-- Committed and Responsive
PRODUCT
BRANDS
ANCILLARY PRODUCTS
BUNDLING
ADVERTISING RATES
Who Advertises in Magazines
Where They Advertise
The Birth of Advertising in Magazines
Advertising-Editorial Conflicts
COMPLEMENTARY EDITORIAL
ADJACENCIES
ENTIRE-ISSUE SPONSORSHIP
ADVERTISERS ON THE COVER
Responsibility to the Reader
4. The Magazine as a Historical Document: Trends Over Time
The Beginning
Literacy and Education
18TH CENTURY: EDUCATED ELITE
19TH CENTURY: RISING LITERACY
20TH CENTURY: NICHE AUDIENCES
Content
18TH CENTURY: ASSORTED ARTICLES
19TH CENTURY: MATERIAL MANIA
20TH CENTURY: SUBTLE SPECIALIZATION
Appearance
18TH CENTURY: DEFICIENT DESIGN
19TH CENTURY: ENGRAVED
EMBELLISHMENTS
20TH CENTURY: POPULAR PHOTOGRAPHY
Transportation and Delivery
18TH CENTURY: LIMITED RESTRAINTS
19TH CENTURY: POSTAL IMPROVEMENTS
20TH CENTURY: COMPLEX COSTS
Production and Technology
18TH CENTURY: INTENSIVE HAND LABORS
19TH CENTURY: MASS PRODUCTION PROCEDURES
20TH CENTURY: TECHNOLOGICAL TECHNIQUES
5. The Magazine as a Social Barometer: Political and Cultural Interaction
The Interaction of Magazines and Society
Magazines as Political Influences
AGENDA SETTERS
ADVOCACY
Political Influences on Magazines
INDEPENDENCE
ABOLITION
THE COLD WAR
CIVIL RIGHTS
VIETNAM ERA
WATERGATE
FEMINISM
SEPTEMBER 11, 2001
OBAMA ELECTION
Magazines as Cultural Influences
COMMUNITY BUILDERS
-- Giving Voice to Groups
-- Businesses, Trades, and Organizations
-- Reader-to-Reader Relationships
-- Using Social Media
-- Letters to the Editor
SYMBOLIC MEANING
-- Pseudoworlds
-- Pseudoevents
Cultural Influences on Magazines
BABY BOOMERS
-- Health
-- Shelter
-- Personal Finance
RACIAL AND ETHNIC SHIFTS
-- Hispanic Titles
-- Black Titles
-- Asian Titles
-- Other Ethnic and Racial Groups
YOUTH
-- Children's Titles
-- Teen Titles
PART TWO: THE MAGAZINE'S BLUEPRINT
6. Conceptualizing the Magazine: Formulas for Success
Magazine Success and Failure
Mission Statement
TITLE
MAGAZINE PURPOSE
Inform
Interpret
Entertain
Advocate
Provide Service
TYPE OF CONTENT
Editorial
Design
Advertising
Advertising Hybrids
VOICE
Editorial Formula
ADVERTISING AND EDITORIAL PAGES
DEPARTMENTS AND COLUMNS
FEATURES
PLACEMENT OF CONTENT
Audience
Anatomy of a Beautiful Failure
Launches and Life Cycles
EMERGENCE OF THE AUDIENCE
CREATION OF THE MAGAZINE
GROWTH AND CHANGE
REFOCUS OR DEATH
Living to a Ripe Old Age
7. Magazine Business Plans: Determining the Bottom Line
The Magazine Budget
REVENUE
EXPENSES
-- Advertising
-- Subscriptions
-- Single Copies
-- Editorial
-- Production
-- Distribution
-- Administration/Operating Costs
-- Operating Profit
The Business Plan
The Marketing Plan
ADVERTISING PROMOTION
CIRCULATION PROMOTION
-- Bringing the Reader to You
-- Direct Marketing
-- Other Media
-- Insert Cards
-- Free Content
-- Test Issues
-- Sponsored Circulation
-- Value Added
-- Renewals
FREQUENCY
ADVERTISING RATES
-- Full-Color Ad Rate
-- Advertising Pages per Issue
-- Cost per Thousand
-- Rate Base
CIRCULATION RATES
-- Reader Income
-- State of the Economy
-- Subscription Discounts
-- Advertising-to-Editorial Ratio
-- Supply and Demand
SUBSCRIPTIONS AND MEMBERSHIPS
-- Controlled Circulation
-- Foundations
-- Memberships
DISTRIBUTION
-- Single Copy
-- Sell-Through Rates
ADDITIONAL SOURCES OF INCOME
-- Events
-- Books
-- Special Products
Executive Summary of Profitability
INCOME
EXPENSES
8. Magazine Structures: Staff Organization
Who's Running the Show?
CREATIVE POSITIONS
-- Editor in Chief
-- Managing Editor
-- Executive Editor
-- Content Editor
-- Creative Director
-- Art Director
-- Production Director
-- Senior Editor/Section Editor
-- Online Editorial Manager
-- Web Designer/Developer
-- Associate Editor/Assistant Editor
-- Copy Editor
-- Staff Writer
-- Social Media Editor
-- Photographer
-- Videographer
-- Contributing Editor
-- Editorial Assistant/Fact Checker
-- Freelance Writer/Designer
-- Blogger
BUSINESS POSITIONS
-- President and CEO
-- Publisher
-- Circulation Director
-- Marketing Director
-- Public Relations Director/Promotion Director
-- Ad Sales Director
-- Ad Sales Representative
-- Assistant Publisher/Business Manager
-- Research Director
Magazine Ownership
CONSUMER AND TRADE MAGAZINE
OWNERSHIP
-- Publicly Owned
-- Privately Owned
ORGANIZATION MAGAZINE OWNERSHIP
-- Association Magazines
-- Public Relations Magazines
-- Custom Magazines
Mergers and Acquisitions
CORPORATE CONFLICTS OF INTEREST
PUBLISHERS OWNING ADVERTISERS
The Work Environment
PART THREE: THE MAGAZINE'S CONTENT
9. Molding the Magazine's Content: Editorial Style
Article Types
SERVICE
-- Expert Advice
-- How-To Information
-- News and Trends
PROFILE
-- Biography
The New Yorker Profile
-- Personality Sketch
-- Question and Answer
-- No Interviewer
-- Institutional
INVESTIGATIVE REPORTING
-- Literary Journalism
-- New Journalism
ESSAY
-- Critical
-- Personal
-- Editorials
FICTION
-- Serialized Novels
-- Excerpts
-- Short Stories
Blogs
NEWS BRIEFS
INVESTIGATIVE
PERSONAL ESSAYS AND OPINION PIECES
COMPENDIUM-STYLE
Awards
The Editor and the Reader
10. Creating the Magazine's Look: Designs for Readability
Form Follows Function
The Coming of Age of Magazine Design
DESIGN GOLDEN AGE
-- The Innovators
-- The Heirs
DESIGN TURNING POINT
COMPUTERS AND DESIGN
Approaching the App
RELATIONSHIP WITH THE READER
Design Elements
EYE MOVEMENT
THE GRID
-- Traditional
-- Nontraditional
-- 12-Part Grid
-- No Grid
TYPOGRAPHY
-- Legibility
-- Suitability
-- Font and Style
-- Size
-- Line Length
-- Spacing of Letters and Lines
COLOR
-- Identification
-- Association
-- Attention
DESIGN PRINCIPLES
-- Unity
-- Balance 265
-- Proportion 267
-- Sequence 267
-- Contrast 267
Integration of Words and Pictures 267
ILLUSTRATIVE IMAGES
-- Artwork
-- Photography
-- Infographics
READOUT SYNERGY
-- Titles
-- Subtitles
-- Subheads
-- Pull-Quotes
-- Cutlines
SPECIAL MATERIAL
-- Table of Contents
-- Last Editorial Page
Covers
LOGO
COVER TYPES
-- Poster
-- One-Theme, One-Image
-- Multitheme, Multi-image
-- Multitheme, One-Image
-- All-Typographic
Redesigns
11. Manufacturing the Magazine: The Production Process
The Production Process
Production Planning
BREAK-OF-THE-BOOK
-- Editorial Needs
-- Advertising Placement
PAPER STOCK
-- Finish
-- Grade
-- Weight
SPECIAL COATINGS
-- UV
-- Aqueous
-- Varnish
COLOR
-- Process Color
-- Special Inks
ART
-- Line Art
-- Continuous Tones
-- Duotones
-- Duotints
-- Screens
The Printing Process
SHEET-FED
WEB
OFFSET
ROTOGRAVURE
BINDING
-- Saddle-Stitch
-- Perfect
SIGNATURES
IMPOSITION
IMAGE TRANSFERS
-- Camera-Ready Pages
-- Plates or Cylinders
-- Proofs
Digital Manipulation
The Quality Product
12. Magazine Legalities: Understanding the Law
Access to Information
FAIR ACCESS
PROTECTING SOURCES
FREEDOM OF INFORMATION ACT
SUNSHINE LAWS
ACCESS TO INFORMATION DURING WARTIME
Prior Restraints
NATIONAL SECURITY
ADMINISTRATION OF JUSTICE
UNEQUAL TAXATION
Magazine Distribution and Sales
Libel
PUBLICATION
IDENTIFICATION
DEFAMATION
FALSITY
FAULT
-- Public Officials
-- Public Figures
-- Actual Malice
-- Negligence
LIBEL DEFENSES
-- Truth
-- Fair Comment and Criticism
-- Privilege
-- Statute of Limitations
Invasions of Privacy
EMBARRASSING PRIVATE FACTS
INTRUSION
FALSE LIGHT
APPROPRIATION
Intentional Infliction of Emotional
Distress
Third-Party Liability
INCITEMENT
NEGLIGENCE
-- Endorsement
-- Advertising
Copyright
ORIGINAL WORKS
TANGIBLE MEDIUM
OWNERSHIP
FAIR USE
Obscenity
13. Moral Frameworks: Codes of Ethics
Hodges's Essential Questions
Bok's Model
Shades of Gray
PHOTO ETHICS
Codes of Ethics
Appendices
-- American Society of Magazine Editors Guidelines for Editors and Publishers
-- American Business Media Editorial Code of Ethics
-- Society of Professional Journalists Code of Ethics
Index