Magazine Publishing

by Johnson, Sammye; Prijatel, Patricia

• ISBN13: 9780844233567
• ISBN10: 0844233560
• Edition: 1st
• Format: Paperback
• Copyright: 1999-07-01
• Publisher: MCG

Summary

Presents an overview of the magazine industry from concept to finished product, focusing on how magazines use information to build relationships with special audiences, and on theories and principles of magazine publishing. Vignettes, case histories, and insights from professionals demonstrate the creativity of the field. Sections introduce the field and give a historical and social context, look at planning and organizing a magazine, and explore editorial, design, production, legal, and ethical issues.

Table of Contents

Preface	p. xi
Foreword	p. xv
The Enduring Medium	p. 1
The Magazine as a Storehouse: The Scope of the Medium	p. 3
Magazines and the Media Mix	p. 5
Depth and Timelessness	p. 5
Specialization of Content and Audience	p. 5
Opinion, Interpretation, and Advocacy	p. 11
Permanence	p. 12
Consistency	p. 13
Frequency	p. 13
Definition	p. 13
The Scope of the Medium	p. 14
Magazine Types	p. 14
Number of Magazines	p. 19
Readership	p. 20
Magazines and Emerging Media	p. 20
Internet	p. 21
Doing Business on the Internet	p. 22
The Magazine as a Marketplace: The Role of Advertising	p. 25
Why Advertisers Choose Magazines	p. 26
Credibility	p. 26
Reader Quality	p. 26
Product	p. 28
Brands	p. 29
Ancillary Products	p. 29
Advertising Rates	p. 31
Who Advertises in Magazines	p. 32
Where They Advertise	p. 33
The Birth of Advertising in Magazines	p. 35
Ad-Free Magazines	p. 41
The Magazine as a Historical Document: Trends over Time	p. 43
The Beginning	p. 44
Literacy and Education	p. 48
Eighteenth Century: Educated Elite	p. 48
Nineteenth Century: Rising Literacy	p. 51
Twentieth Century: Niche Audiences	p. 54
Content	p. 55
Eighteenth Century: Assorted Articles	p. 55
Nineteenth Century: Material Mania	p. 56
Twentieth Century: Subtle Specialization	p. 60
Appearance	p. 62
Eighteenth Century: Deficient Design	p. 62
Nineteenth Century: Engraved Embellishments	p. 64
Twentieth Century: Popular Photography	p. 65
Transportation and Delivery	p. 67
Eighteenth Century: Limited Restraints	p. 67
Nineteenth Century: Postal Improvements	p. 69
Twentieth Century: Complex Costs	p. 70
Production and Technology	p. 70
Eighteenth Century: Intensive Hand Labors	p. 70
Nineteenth Century: Mass Production Procedures	p. 71
Twentieth Century: Technological Techniques	p. 71
The Magazine as a Social Barometer: Political and Cultural Interaction	p. 75
The Interaction of Magazines and Society	p. 76
Magazines as Political Influences	p. 77
Agenda Setters	p. 77
Advocacy	p. 80
Political Influences on Magazines	p. 82
Independence	p. 82
Abolition	p. 83
The Cold War	p. 83
Civil Rights	p. 84
Vietnam Era	p. 85
Watergate	p. 86
Feminism	p. 87
Magazines as Cultural Influences	p. 87
Community Builders	p. 87
Symbolic Meaning	p. 90
Pseudoworlds	p. 92
Pseudoevents	p. 93
Cultural Influences on Magazines	p. 94
Baby Boomers	p. 95
Racial and Ethnic Shifts	p. 98
The Magazine's Blueprint	p. 105
Magazine Concepts: Formulas for Success	p. 107
Magazine Success and Failure	p. 108
Editorial Philosophy	p. 109
Title	p. 110
Magazine Purpose	p. 111
Type of Content	p. 112
Voice	p. 115
Editorial Formula	p. 116
Advertising and Editorial Pages	p. 117
Departments	p. 118
Features	p. 119
Placement of Content	p. 119
Audience	p. 121
Anatomy of a Failure	p. 123
Launches and Life Cycles	p. 125
Emergence of the Audience	p. 126
Creation of the Magazine	p. 126
Growth and Change	p. 127
Refocus or Death	p. 130
Living to a Ripe Old Age	p. 132
Magazine Business Plans: Determining the Bottom Line	p. 135
The Magazine Budget	p. 137
Revenue	p. 137
Expenses	p. 137
The Business Plan	p. 139
The Marketing Plan	p. 140
Advertising Promotion	p. 140
Circulation Promotion	p. 141
Frequency	p. 145
Advertising Rates	p. 146
Circulation Rates	p. 148
Subscriptions and Memberships	p. 150
Distribution	p. 151
Executive Summary of Profitability	p. 152
Income	p. 152
Expenses	p. 154
Magazine Structures: Staff Organization	p. 159
Who's Running the Show?	p. 160
President and CEO	p. 162
Publisher	p. 162
Group Publisher	p. 164
Editor-in-Chief/Editor	p. 164
Managing Editor	p. 168
Executive Editor	p. 169
Creative Director	p. 170
Art Director	p. 170
Senior Editor/Section Editor	p. 170
Associate Editor/Assistant Editor	p. 171
Copy Editor	p. 171
On-Line Editor	p. 171
Staff Writers	p. 172
Photographers	p. 172
Contributing Editors	p. 173
Editorial Assistant/Fact Checker	p. 173
Fact Checker	p. 174
Freelance Writers/Designers	p. 174
Circulation Director	p. 174
Marketing Director	p. 175
Public Relations Director/Promotion Director	p. 175
Advertising Sales Director	p. 175
Ad Sales Representatives	p. 175
Production Director	p. 175
Assistant Publisher/Business Manager	p. 176
Research Director	p. 176
Magazine Ownership	p. 177
Consumer and Trade Magazine Ownership	p. 177
Organization Magazine Ownership	p. 179
How the Work Environment Has Changed	p. 182
The Magazine's Content	p. 185
Magazine Editorial: Molding the Words	p. 187
Article Types	p. 188
Service	p. 188
Profile	p. 194
Investigative Reporting	p. 198
Essay	p. 202
Fiction	p. 205
The Editor and the Reader	p. 207
Magazine Designs: Creating the Look	p. 213
Form Follows Function	p. 215
The Coming of Age of Magazine Design	p. 216
Design Golden Age	p. 216
Design Turning Point	p. 220
Computers and Design	p. 220
"More Is Better"	p. 221
Relationship with the Reader	p. 222
Design Elements	p. 222
Eye Movement	p. 222
The Grid	p. 223
Typography	p. 224
Color	p. 227
Design Principles	p. 228
Integration of Words and Pictures	p. 231
Illustrative Images	p. 231
Readout Synergy	p. 235
Special Material	p. 239
Covers	p. 240
Logo	p. 241
Cover Types	p. 241
Redesigns	p. 245
Magazine Production: Manufacturing Issues	p. 249
The Production Process	p. 250
Production Planning	p. 251
Break-of-the-book	p. 252
Editorial Needs	p. 252
Advertising Placement	p. 253
Paper Stock	p. 254
Special Effects	p. 256
Color	p. 256
Art	p. 258
The Printing Process	p. 259
Sheet-Fed	p. 259
Web	p. 259
Offset	p. 259
Rotogravure	p. 259
Binding	p. 260
Saddle-Stitch	p. 261
Perfect	p. 261
Signatures	p. 262
Imposition	p. 263
Image Transfers	p. 263
Camera-Ready Pages	p. 263
Film	p. 263
Plates or Cylinders	p. 264
Proofs	p. 265
The Quality Product	p. 165
Magazine Legalities: Understanding the Law	p. 269
Prior Restraint	p. 270
National Security	p. 271
Administration of Justice	p. 272
Libel	p. 273
Damage to Reputation	p. 274
Identification	p. 274
Publication	p. 275
Negligence and Actual Malice	p. 275
Libel Defenses	p. 280
Invasions of Privacy	p. 281
Embarrassing Private Facts	p. 282
Intrusion	p. 283
False Light	p. 283
Appropriation	p. 284
Intentional Infliction of Emotional Distress	p. 284
Third-Party Liability	p. 285
Incitement	p. 285
Negligence	p. 285
Copyright	p. 288
Original Works	p. 288
Tangible Medium	p. 289
Ownership	p. 289
Fair Use	p. 290
Access to Information	p. 292
Fair Access	p. 293
Freedom of Information Act	p. 293
Sunshine Laws	p. 294
Obscenity	p. 294
Magazines for the Twenty-First Century: Ethics and the Culture of Commerce	p. 297
Advertising-Editorial Conflicts	p. 298
Clear Ad-Edit Distinction	p. 298
Advertiser Prenotification	p. 299
Complementary Editorial	p. 302
Adjacencies	p. 303
Entire Issue Sponsorship	p. 304
Advertisers on the Cover	p. 304
Bingo!	p. 305
Mergers and Acquisitions	p. 305
Corporate Conflicts of Interest	p. 306
Advertisers Owning Advertisers	p. 307
New Media Opportunities	p. 309
Spamming	p. 310
Audience Misrepresentation	p. 311
Content Decisions	p. 311
New Product Releases	p. 311
Gifts and Junkets	p. 312
Printed Images	p. 313
Creation of Cultural Images	p. 314
Digital Manipulation	p. 315
"Dumbing Down" Editorial Content	p. 317
Thoughtless Content and Audience Appeal	p. 318
Thoughtful Content	p. 319
The Celebrity Culture	p. 320
The Face in the Mirror	p. 324
Magazine Voices	p. 327
"The Ad-Free Magazine: It Just Feels Like Journalism"	p. 329
"Redefining the American Family: The Magazine as History Book"	p. 333
"The Alternative Magazine: Building Community"	p. 337
"The Evolving Magazine: Influence of Celebrity Journalism," James A. Autry	p. 341
Glossary	p. 343
Acknowledgments	p. 347
Index	p. 349
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