Magazine from Cover to Cover : Inside a Dynamic Industry

by Johnson, Sammye; Prijatel, Patricia

• ISBN13: 9780658002298
• ISBN10: 0658002295
• Edition: 1st
• Format: Paperback
• Copyright: 1999-08-01
• Publisher: MCG

Summary

This fascinating overview examines the planning and organizing of a magazine and its staff and explains editorial, design, production, legal, and ethical issues, as well as industry trends. It shows how magazines reflect and influence the world around them.

Table of Contents

Preface	xi
Foreword	xv
William Kerr
PART ONE The Enduring Medium	1	(104)
The Magazine as a Storehouse: The Scope of the Medium	3	(22)
Magazines and the Media Mix	5	(9)
Depth and Timelessness	5	(1)
Specialization of Content and Audience	5	(6)
Opinion, Interpretation, and Advocacy	11	(1)
Permanence	12	(1)
Consistency	13	(1)
Frequency	13	(1)
Definition	13	(1)
The Scope of the Medium	14	(6)
Magazine Types	14	(5)
Number of Magazines	19	(1)
Readership	20	(1)
Magazines and Emerging Media	20	(5)
Internet	21	(1)
Doing Business on the Internet	22	(3)
The Magazine as a Marketplace: The Role of Advertising	25	(18)
Why Advertisers Choose Magazines	26	(6)
Credibility	26	(1)
Reader Quality	26	(2)
Product	28	(1)
Brands	29	(1)
Ancillary Products	29	(2)
Advertising Rates	31	(1)
Who Advertises in Magazines	32	(1)
Where They Advertise	33	(2)
The Birth of Advertising in Magazines	35	(6)
Ad-Free Magazines	41	(2)
The Magazine as a Historical Document: Trends over Time	43	(32)
The Beginning	44	(4)
Literacy and Education	48	(7)
Eighteenth Century: Educated Elite	48	(3)
Nineteenth Century: Rising Literacy	51	(3)
Twentieth Century: Niche Audiences	54	(1)
Content	55	(7)
Eighteenth Century: Assorted Articles	55	(1)
Nineteenth Century: Material Mania	56	(4)
Twentieth Century: Subtle Specialization	60	(2)
Appearance	62	(5)
Eighteenth Century: Deficient Design	62	(2)
Nineteenth Century: Engraved Embellishments	64	(1)
Twentieth Century: Popular Photography	65	(2)
Transportation and Delivery	67	(3)
Eighteenth Century: Limited Restraints	67	(2)
Nineteenth Century: Postal Improvements	69	(1)
Twentieth Century: Complex Costs	70	(1)
Production and Technology	70	(5)
Eighteenth Century: Intensive Hand Labors	70	(1)
Nineteenth Century: Mass Production Procedures	71	(1)
Twentieth Century: Technological Techniques	71	(4)
The Magazine as a Social Barometer: Political and Cultural Interaction	75	(30)
The Interaction of Magazines and Society	76	(1)
Magazines as Political Influences	77	(5)
Agenda Setters	77	(3)
Advocacy	80	(2)
Political Influences on Magazines	82	(5)
Independence	82	(1)
Abolition	83	(1)
The Cold War	83	(1)
Civil Rights	84	(1)
Vietnam Era	85	(1)
Watergate	86	(1)
Feminism	87	(1)
Magazines as Cultural Influences	87	(7)
Community Builders	87	(3)
Symbolic Meaning	90	(2)
Pseudoworlds	92	(1)
Pseudoevents	93	(1)
Cultural Influences on Magazines	94	(11)
Baby Boomers	95	(3)
Racial and Ethnic Shifts	98	(7)
PART TWO The Magazine's Blueprint	105	(80)
Magazine Concepts: Formulas for Success	107	(28)
Magazine Success and Failure	108	(1)
Editorial Philosophy	109	(7)
Title	110	(1)
Magazine Purpose	111	(1)
Type of Content	112	(3)
Voice	115	(1)
Editorial Formula	116	(5)
Advertising and Editorial Pages	117	(1)
Departments	118	(1)
Features	119	(1)
Placement of Content	119	(2)
Audience	121	(2)
Anatomy of a Failure	123	(2)
Launches and Life Cycles	125	(7)
Emergence of the Audience	126	(1)
Creation of the Magazine	126	(1)
Growth and Change	127	(3)
Refocus or Death	130	(2)
Living to a Ripe Old Age	132	(3)
Magazine Business Plans: Determining the Bottom Line	135	(24)
The Magazine Budget	137	(2)
Revenue	137	(1)
Expenses	137	(2)
The Business Plan	139	(1)
The Marketing Plan	140	(12)
Advertising Promotion	140	(1)
Circulation Promotion	141	(4)
Frequency	145	(1)
Advertising Rates	146	(2)
Circulation Rates	148	(2)
Subscriptions and Memberships	150	(1)
Distribution	151	(1)
Executive Summary of Profitability	152	(7)
Income	152	(2)
Expenses	154	(5)
Magazine Structures: Staff Organization	159	(26)
Who's Running the Show?	160	(17)
President and CEO	162	(1)
Publisher	162	(2)
Group Publisher	164	(1)
Editor-in-Chief/Editor	164	(4)
Managing Editor	168	(1)
Executive Editor	169	(1)
Creative Director	170	(1)
Art Director	170	(1)
Senior Editor/Section Editor	170	(1)
Associate Editor/Assistant Editor	171	(1)
Copy Editor	171	(1)
On-Line Editor	171	(1)
Staff Writers	172	(1)
Photographers	172	(1)
Contributing Editors	173	(1)
Editorial Assistant/Fact Checker	173	(1)
Fact Checker	174	(1)
Freelance Writers/Designers	174	(1)
Circulation Director	174	(1)
Marketing Director	175	(1)
Public Relations Director/Promotion Director	175	(1)
Advertising Sales Director	175	(1)
Ad Sales Representatives	175	(1)
Production Director	175	(1)
Assistant Publisher/Business Manager	176	(1)
Research Director	176	(1)
Magazine Ownership	177	(5)
Consumer and Trade Magazine Ownership	177	(2)
Organization Magazine Ownership	179	(3)
How the Work Environment Has Changed	182	(3)
PART THREE The Magazine's Content	185	(162)
Magazine Editorial: Molding the Words	187	(26)
Article Types	188	(19)
Service	188	(6)
Profile	194	(4)
Investigative Reporting	198	(4)
Essay	202	(3)
Fiction	205	(2)
The Editor and the Reader	207	(6)
Magazine Designs: Creating the Look	213	(36)
Form Follows Function	215	(1)
The Coming of Age of Magazine Design	216	(6)
Design Golden Age	216	(4)
Design Turning Point	220	(1)
Computers and Design	220	(1)
``More Is Better''	221	(1)
Relationship with the Reader	222	(1)
Design Elements	222	(9)
Eye Movement	222	(1)
The Grid	223	(1)
Typography	224	(3)
Color	227	(1)
Design Principles	228	(3)
Integration of Words and Pictures	231	(9)
Illustrative Images	231	(4)
Readout Synergy	235	(4)
Special Material	239	(1)
Covers	240	(5)
Logo	241	(1)
Cover Types	241	(4)
Redesigns	245	(4)
Magazine Production: Manufacturing Issues	249	(20)
The Production Process	250	(1)
Production Planning	251	(8)
Break-of-the-book	252	(1)
Editorial Needs	252	(1)
Advertising Placement	253	(1)
Paper Stock	254	(2)
Special Effects	256	(1)
Color	256	(2)
Art	258	(1)
The Printing Process	259	(1)
Sheet-Fed	259	(1)
Web	259	(1)
Offset	259	(1)
Rotogravure	259	(1)
Binding	260	(3)
Saddle-Stitch	261	(1)
Perfect	261	(1)
Signatures	262	(1)
Imposition	263	(1)
Image Transfers	263
Camera-Ready Pages	263	(1)
Film	263	(1)
Plates or Cylinders	264	(1)
Proofs	265
The Quality Product	165	(104)
Magazine Legalities: Understanding the Law	269
Prior Restraint	270	(3)
National Security	271	(1)
Administration of Justice	272	(1)
Libel	273	(8)
Damage to Reputation	274	(1)
Identification	274	(1)
Publication	275	(1)
Negligence and Actual Malice	275	(5)
Libel Defenses	280	(1)
Invasions of Privacy	281	(3)
Embarrassing Private Facts	282	(1)
Intrusion	283	(1)
False Light	283	(1)
Appropriation	284	(1)
Intentional Infliction of Emotional Distress	284	(1)
Third-Party Liability	285	(3)
Incitement	285	(1)
Negligence	285	(3)
Copyright	288	(4)
Original Works	288	(1)
Tangible Medium	289	(1)
Ownership	289	(1)
Fair Use	290	(2)
Access to Information	292	(2)
Fair Access	293	(1)
Freedom of Information Act	293	(1)
Sunshine Laws	294	(1)
Obscenity	294