The Magazine from Cover to Cover

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  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2006-11-17
  • Publisher: Oxford University Press
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For more than three centuries, the magazine in America has been the medium for thoughtful analysis, perspective, context, information, creativity, and fun. Providing a unique and comprehensive overview of this vibrant and continually evolving industry, Magazine Publishing and The Magazine fromCover to Cover have now been thoroughly revised and updated in a new single edition: The Magazine from Cover to Cover, Second Edition. For anyone wanting to learn about magazine publishing--whether you are a professional currently working within the industry, or a student who wants to design, edit,and manage magazines in the future--this book is a valuable and timely resource. It provides 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 andopportunities in store for the industry. Combining extensive research with an engaging and attractive presentation, this wide-ranging study encompasses consumer titles, the business press, organization and association publications, public relations magazines, and imprint and custom publishing. Case histories of selected magazines areincluded, as are insights from publishers and editors. Comments from top magazine professionals on specific industry issues, ranging from ad-free magazines to celebrity journalism, are included. This second edition has been updated to include coverage of: * Circulation and advertising trends and data * The effects of evolving media and new technology on magazines and their staffs, including the evolution of job titles and responsibilities * The expansion and influence of custom publishing* The growth of international publishing * The continuing merger of advertising and editorial, resulting in magalogs, magazines with a single advertising sponsor, and an overall increase in advertising pressure on editorial * Details on demographic changes, represented in increased titles for: *ethnic groups including Latinos, Blacks, and Asians * age groups including children ages 2-4 years, teens, and young men * The challenges of responding to shareholders as well as to readers

Author Biography

Sammye Johnson is Carlos Augustus de Lozano Chair in Journalism at Trinity University Patricia Prijatel is E.T. Meredith Distinguished Professor of Journalism at Drake University

Table of Contents

Boxesp. xi
Forewordp. xiii
Prefacep. xv
Creditsp. xviii
The enduring medium
The magazine as a storehouse: the scope of the mediump. 2
Magazines and the media mixp. 4
Depth and Timelessnessp. 5
Specialization of Content and Audiencep. 5
Opinion, Interpretation, and Advocacyp. 10
Permanencep. 13
Consistencyp. 13
Frequencyp. 14
Definitionp. 14
The scope of the mediump. 14
Magazine Typesp. 14
Number of Magazinesp. 19
Readershipp. 22
Emerging technologyp. 23
Interactive Mediap. 23
Online Business Practicesp. 24
The magazine as a marketplace: the role of advertisingp. 26
Why advertisers choose magazinesp. 28
Credibilityp. 28
Reader Qualityp. 28
Productp. 31
Brandsp. 31
Ancillary Productsp. 31
Advertising Ratesp. 34
Who advertises in magazines?p. 36
Where they advertisep. 36
The birth of advertising in magazinesp. 37
Advertising-editorial conflictsp. 46
Clear Ad-Edit Distinctionp. 46
Advertiser Prenotificationp. 47
Complementary Editorialp. 48
Adjacenciesp. 49
Entire Issue Sponsorshipp. 50
Advertisers on the Coverp. 50
Responsibility to the readerp. 51
The magazine as a historical document: trends over timep. 54
The beginningp. 56
Literacy and educationp. 59
18th Century: Educated Elitep. 59
19th Century: Rising Literacyp. 64
20th Century: Niche Audiencesp. 66
Contentp. 67
18th Century: Assorted Articlesp. 68
19th Century: Material Maniap. 68
20th Century: Subtle Specializationp. 72
Appearancep. 76
18th Century: Deficient Designp. 77
19th Century: Engraved Embellishmentsp. 78
20th Century: Popular Photographyp. 78
Transportation and deliveryp. 80
18th Century: Limited Restraintsp. 80
19th Century: Postal Improvementsp. 81
20th Century: Complex Costsp. 83
Production and technologyp. 83
18th Century: Intensive Hand Laborsp. 84
19th Century: Mass Production Proceduresp. 84
20th Century:Technological Techniquesp. 84
The magazine as a social barometer: political and cultural interactionp. 88
The interaction of magazines and societyp. 90
Magazines as political influencesp. 90
Agenda Settersp. 91
Advocacyp. 94
Political influences on magazinesp. 95
Independencep. 95
Abolitionp. 96
The Cold Warp. 96
Civil Rightsp. 97
Vietnam Erap. 99
Watergatep. 100
Feminismp. 100
September 11, 2001p. 101
Magazines as cultural influencesp. 104
Community Buildersp. 107
Symbolic Meaningp. 111
Cultural influences on magazinesp. 117
Baby Boomersp. 118
Racial and Ethnic Shiftsp. 121
Youthp. 125
The magazine's blueprint
Conceptualizing the magazine: formulas for successp. 132
Magazine success and failurep. 134
Editorial philosophyp. 135
Titlep. 136
Magazine Purposep. 137
Type of Contentp. 138
Voicep. 143
Editorial formulap. 143
Advertising and Editorial Pagesp. 144
Departments and Columnsp. 146
Featuresp. 147
Placement of Contentp. 148
Audiencep. 150
Anatomy of a failurep. 153
Launches and life cyclesp. 156
Emergence of the Audiencep. 157
Creation of the Magazinep. 158
Growth and Changep. 158
Refocus or Deathp. 159
Living to a ripe old agep. 161
Magazine business plans: determining the bottom linep. 164
The magazine budgetp. 166
Revenuep. 166
Expensesp. 168
The business planp. 169
The marketing planp. 170
Advertising Promotionp. 170
Circulation Promotionp. 170
Frequencyp. 176
Advertising Ratesp. 177
Circulation Ratesp. 179
Subscriptions and Membershipsp. 182
Distributionp. 183
Executive summary of profitabilityp. 184
Incomep. 184
Expensesp. 186
Magazine structures: staff organizationp. 190
Who's running the show?p. 192
President and CEOp. 193
Publisherp. 195
Editor-in-Chief/Editorp. 195
Managing Editorp. 200
Executive Editorp. 201
Creative Directorp. 201
Art Directorp. 201
Senior Editor/Section Editorp. 202
Associate Editor/Assistant Editorp. 204
Copy Editorp. 204
Online Editorp. 204
Staff Writerp. 204
Photographerp. 204
Contributing Editorp. 205
Editorial Assistant/Fact Checkerp. 205
Freelance Writer/Designerp. 205
Circulation Directorp. 205
Marketing Directorp. 206
Public Relations Director/Promotion Directorp. 207
Ad Sales Directorp. 207
Ad Sales Representativep. 207
Production Directorp. 207
Assistant Publisher/Business Managerp. 207
Research Directorp. 207
Magazine ownershipp. 208
Consumer and Trade Magazine Ownershipp. 208
Organization Magazine Ownershipp. 210
Mergers and acquisitionsp. 213
Corporate Conflicts of Interestp. 213
Publishers Owning Advertisersp. 215
The work environmentp. 215
The magazine's content
Molding the magazine's content: editorial stylep. 222
Article typesp. 224
Servicep. 224
Profilep. 232
Investigative Reportingp. 237
Essayp. 244
Fictionp. 246
The editor and the readerp. 249
Creating the magazine's look: designs for readabilityp. 252
Form follows functionp. 254
The coming of age of magazine designp. 256
Design Golden Agep. 256
Design Turning Pointp. 258
Computers and Designp. 261
"More Is Better"p. 261
Relationship with the Readerp. 262
Design elementsp. 262
Eye Movementp. 263
The Gridp. 263
Typographyp. 264
Colorp. 268
Design Principlesp. 269
Integration of words and picturesp. 271
Illustrative Imagesp. 271
Readout Synergyp. 277
Special Materialp. 280
Coversp. 280
Logop. 283
Cover Typesp. 284
Redesignsp. 287
Manufacturing the magazine: the production processp. 292
The production processp. 294
Production planningp. 295
Break-of-the-Bookp. 295
Paper Stockp. 297
Special Coatingsp. 300
Colorp. 300
Artp. 303
The printing processp. 304
Sheet-Fedp. 304
Webp. 304
Offsetp. 304
Rotogravurep. 305
Bindingp. 305
Signaturesp. 307
Impositionp. 308
Image Transfersp. 308
Digital manipulationp. 312
The quality productp. 314
Magazine legalities: understanding the lawp. 316
Access to informationp. 318
Fair Accessp. 318
Protecting Sourcesp. 319
Freedom of Information Actp. 320
Sunshine Lawsp. 321
Access to Information During Wartimep. 322
Prior restraintsp. 322
National Securityp. 323
Administration of Justicep. 323
Unequal Taxationp. 325
Magazine distribution and salesp. 326
Libelp. 326
Publicationp. 327
Identificationp. 327
Defamationp. 330
Falsityp. 331
Faultp. 331
Libel Defensesp. 335
Invasions of privacyp. 336
Embarrassing Private Factsp. 336
Intrusionp. 338
False Lightp. 338
Appropriationp. 339
Intentional infliction of emotional distressp. 339
Third-party liabilityp. 343
Incitementp. 343
Negligencep. 343
Copyrightp. 345
Original Worksp. 345
Tangible Mediump. 346
Ownershipp. 348
Fair Usep. 348
Obscenityp. 350
Moral frameworks: codes of ethicsp. 354
Hodges's essential questionsp. 356
Bok's modelp. 357
Codes of ethicsp. 358
American Society of Magazine Editors (ASME) Guidelines for Editors and Publishers, Thirteenth Editionp. 360
American Business Media: Editorial Code of Ethicsp. 361
Society of Professional Journalists Code of Ethicsp. 365
Indexp. 367
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