The Magazine from Cover to Cover

by Johnson, Sammye; Prijatel, Patricia

• ISBN13: 9780195304176
• ISBN10: 0195304179
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-11-17
• Publisher: Oxford University Press

Summary

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

Boxes	p. xi
Foreword	p. xiii
Preface	p. xv
Credits	p. xviii
The enduring medium
The magazine as a storehouse: the scope of the medium	p. 2
Magazines and the media mix	p. 4
Depth and Timelessness	p. 5
Specialization of Content and Audience	p. 5
Opinion, Interpretation, and Advocacy	p. 10
Permanence	p. 13
Consistency	p. 13
Frequency	p. 14
Definition	p. 14
The scope of the medium	p. 14
Magazine Types	p. 14
Number of Magazines	p. 19
Readership	p. 22
Emerging technology	p. 23
Interactive Media	p. 23
Online Business Practices	p. 24
The magazine as a marketplace: the role of advertising	p. 26
Why advertisers choose magazines	p. 28
Credibility	p. 28
Reader Quality	p. 28
Product	p. 31
Brands	p. 31
Ancillary Products	p. 31
Advertising Rates	p. 34
Who advertises in magazines?	p. 36
Where they advertise	p. 36
The birth of advertising in magazines	p. 37
Advertising-editorial conflicts	p. 46
Clear Ad-Edit Distinction	p. 46
Advertiser Prenotification	p. 47
Complementary Editorial	p. 48
Adjacencies	p. 49
Entire Issue Sponsorship	p. 50
Advertisers on the Cover	p. 50
Responsibility to the reader	p. 51
The magazine as a historical document: trends over time	p. 54
The beginning	p. 56
Literacy and education	p. 59
18th Century: Educated Elite	p. 59
19th Century: Rising Literacy	p. 64
20th Century: Niche Audiences	p. 66
Content	p. 67
18th Century: Assorted Articles	p. 68
19th Century: Material Mania	p. 68
20th Century: Subtle Specialization	p. 72
Appearance	p. 76
18th Century: Deficient Design	p. 77
19th Century: Engraved Embellishments	p. 78
20th Century: Popular Photography	p. 78
Transportation and delivery	p. 80
18th Century: Limited Restraints	p. 80
19th Century: Postal Improvements	p. 81
20th Century: Complex Costs	p. 83
Production and technology	p. 83
18th Century: Intensive Hand Labors	p. 84
19th Century: Mass Production Procedures	p. 84
20th Century:Technological Techniques	p. 84
The magazine as a social barometer: political and cultural interaction	p. 88
The interaction of magazines and society	p. 90
Magazines as political influences	p. 90
Agenda Setters	p. 91
Advocacy	p. 94
Political influences on magazines	p. 95
Independence	p. 95
Abolition	p. 96
The Cold War	p. 96
Civil Rights	p. 97
Vietnam Era	p. 99
Watergate	p. 100
Feminism	p. 100
September 11, 2001	p. 101
Magazines as cultural influences	p. 104
Community Builders	p. 107
Symbolic Meaning	p. 111
Cultural influences on magazines	p. 117
Baby Boomers	p. 118
Racial and Ethnic Shifts	p. 121
Youth	p. 125
The magazine's blueprint
Conceptualizing the magazine: formulas for success	p. 132
Magazine success and failure	p. 134
Editorial philosophy	p. 135
Title	p. 136
Magazine Purpose	p. 137
Type of Content	p. 138
Voice	p. 143
Editorial formula	p. 143
Advertising and Editorial Pages	p. 144
Departments and Columns	p. 146
Features	p. 147
Placement of Content	p. 148
Audience	p. 150
Anatomy of a failure	p. 153
Launches and life cycles	p. 156
Emergence of the Audience	p. 157
Creation of the Magazine	p. 158
Growth and Change	p. 158
Refocus or Death	p. 159
Living to a ripe old age	p. 161
Magazine business plans: determining the bottom line	p. 164
The magazine budget	p. 166
Revenue	p. 166
Expenses	p. 168
The business plan	p. 169
The marketing plan	p. 170
Advertising Promotion	p. 170
Circulation Promotion	p. 170
Frequency	p. 176
Advertising Rates	p. 177
Circulation Rates	p. 179
Subscriptions and Memberships	p. 182
Distribution	p. 183
Executive summary of profitability	p. 184
Income	p. 184
Expenses	p. 186
Magazine structures: staff organization	p. 190
Who's running the show?	p. 192
President and CEO	p. 193
Publisher	p. 195
Editor-in-Chief/Editor	p. 195
Managing Editor	p. 200
Executive Editor	p. 201
Creative Director	p. 201
Art Director	p. 201
Senior Editor/Section Editor	p. 202
Associate Editor/Assistant Editor	p. 204
Copy Editor	p. 204
Online Editor	p. 204
Staff Writer	p. 204
Photographer	p. 204
Contributing Editor	p. 205
Editorial Assistant/Fact Checker	p. 205
Freelance Writer/Designer	p. 205
Circulation Director	p. 205
Marketing Director	p. 206
Public Relations Director/Promotion Director	p. 207
Ad Sales Director	p. 207
Ad Sales Representative	p. 207
Production Director	p. 207
Assistant Publisher/Business Manager	p. 207
Research Director	p. 207
Magazine ownership	p. 208
Consumer and Trade Magazine Ownership	p. 208
Organization Magazine Ownership	p. 210
Mergers and acquisitions	p. 213
Corporate Conflicts of Interest	p. 213
Publishers Owning Advertisers	p. 215
The work environment	p. 215
The magazine's content
Molding the magazine's content: editorial style	p. 222
Article types	p. 224
Service	p. 224
Profile	p. 232
Investigative Reporting	p. 237
Essay	p. 244
Fiction	p. 246
The editor and the reader	p. 249
Creating the magazine's look: designs for readability	p. 252
Form follows function	p. 254
The coming of age of magazine design	p. 256
Design Golden Age	p. 256
Design Turning Point	p. 258
Computers and Design	p. 261
"More Is Better"	p. 261
Relationship with the Reader	p. 262
Design elements	p. 262
Eye Movement	p. 263
The Grid	p. 263
Typography	p. 264
Color	p. 268
Design Principles	p. 269
Integration of words and pictures	p. 271
Illustrative Images	p. 271
Readout Synergy	p. 277
Special Material	p. 280
Covers	p. 280
Logo	p. 283
Cover Types	p. 284
Redesigns	p. 287
Manufacturing the magazine: the production process	p. 292
The production process	p. 294
Production planning	p. 295
Break-of-the-Book	p. 295
Paper Stock	p. 297
Special Coatings	p. 300
Color	p. 300
Art	p. 303
The printing process	p. 304
Sheet-Fed	p. 304
Web	p. 304
Offset	p. 304
Rotogravure	p. 305
Binding	p. 305
Signatures	p. 307
Imposition	p. 308
Image Transfers	p. 308
Digital manipulation	p. 312
The quality product	p. 314
Magazine legalities: understanding the law	p. 316
Access to information	p. 318
Fair Access	p. 318
Protecting Sources	p. 319
Freedom of Information Act	p. 320
Sunshine Laws	p. 321
Access to Information During Wartime	p. 322
Prior restraints	p. 322
National Security	p. 323
Administration of Justice	p. 323
Unequal Taxation	p. 325
Magazine distribution and sales	p. 326
Libel	p. 326
Publication	p. 327
Identification	p. 327
Defamation	p. 330
Falsity	p. 331
Fault	p. 331
Libel Defenses	p. 335
Invasions of privacy	p. 336
Embarrassing Private Facts	p. 336
Intrusion	p. 338
False Light	p. 338
Appropriation	p. 339
Intentional infliction of emotional distress	p. 339
Third-party liability	p. 343
Incitement	p. 343
Negligence	p. 343
Copyright	p. 345
Original Works	p. 345
Tangible Medium	p. 346
Ownership	p. 348
Fair Use	p. 348
Obscenity	p. 350
Moral frameworks: codes of ethics	p. 354
Hodges's essential questions	p. 356
Bok's model	p. 357
Codes of ethics	p. 358
American Society of Magazine Editors (ASME) Guidelines for Editors and Publishers, Thirteenth Edition	p. 360
American Business Media: Editorial Code of Ethics	p. 361
Society of Professional Journalists Code of Ethics	p. 365
Index	p. 367
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