The Magazine from Cover to Cover Book

Boxes     xi
Foreword   William T. Kerr     xiii
Preface     xv
Credits     xviii
The enduring medium
The magazine as a storehouse: the scope of the medium     2
Magazines and the media mix     4
Depth and Timelessness     5
Specialization of Content and Audience     5
Opinion, Interpretation, and Advocacy     10
Permanence     13
Consistency     13
Frequency     14
Definition     14
The scope of the medium     14
Magazine Types     14
Number of Magazines     19
Readership     22
Emerging technology     23
Interactive Media     23
Online Business Practices     24
The magazine as a marketplace: the role of advertising     26
Why advertisers choose magazines     28
Credibility     28
Reader Quality     28
Product     31
Brands     31
Ancillary Products     31
Advertising Rates     34
Who advertises in magazines?     36
Where they advertise     36
The birth of advertising in magazines     37
Advertising-editorial conflicts     46
Clear Ad-Edit Distinction     46
Advertiser Prenotification     47
Complementary Editorial     48
Adjacencies     49
Entire Issue Sponsorship     50
Advertisers on the Cover     50
Responsibility to the reader     51
The magazine as a historical document: trends over time     54
The beginning     56
Literacy and education     59
18th Century: Educated Elite     59
19th Century: Rising Literacy     64
20th Century: Niche Audiences     66
Content     67
18th Century: Assorted Articles     68
19th Century: Material Mania     68
20th Century: Subtle Specialization     72
Appearance     76
18th Century: Deficient Design     77
19th Century: Engraved Embellishments     78
20th Century: Popular Photography     78
Transportation and delivery     80
18th Century: Limited Restraints     80
19th Century: Postal Improvements     81
20th Century: Complex Costs     83
Production and technology     83
18th Century: Intensive Hand Labors     84
19th Century: Mass Production Procedures     84
20th Century:Technological Techniques     84
The magazine as a social barometer: political and cultural interaction     88
The interaction of magazines and society     90
Magazines as political influences     90
Agenda Setters     91
Advocacy     94
Political influences on magazines     95
Independence     95
Abolition     96
The Cold War     96
Civil Rights     97
Vietnam Era     99
Watergate     100
Feminism     100
September 11, 2001     101
Magazines as cultural influences     104
Community Builders     107
Symbolic Meaning     111
Cultural influences on magazines     117
Baby Boomers     118
Racial and Ethnic Shifts     121
Youth     125
The magazine's blueprint
Conceptualizing the magazine: formulas for success     132
Magazine success and failure     134
Editorial philosophy     135
Title      136
Magazine Purpose     137
Type of Content     138
Voice     143
Editorial formula     143
Advertising and Editorial Pages     144
Departments and Columns     146
Features     147
Placement of Content     148
Audience     150
Anatomy of a failure     153
Launches and life cycles     156
Emergence of the Audience     157
Creation of the Magazine     158
Growth and Change     158
Refocus or Death     159
Living to a ripe old age     161
Magazine business plans: determining the bottom line     164
The magazine budget     166
Revenue     166
Expenses     168
The business plan     169
The marketing plan     170
Advertising Promotion     170
Circulation Promotion     170
Frequency     176
Advertising Rates     177
Circulation Rates     179
Subscriptions and Memberships     182
Distribution     183
Executive summary of profitability     184
Income      184
Expenses     186
Magazine structures: staff organization     190
Who's running the show?     192
President and CEO     193
Publisher     195
Editor-in-Chief/Editor     195
Managing Editor     200
Executive Editor     201
Creative Director     201
Art Director     201
Senior Editor/Section Editor     202
Associate Editor/Assistant Editor     204
Copy Editor     204
Online Editor     204
Staff Writer     204
Photographer     204
Contributing Editor     205
Editorial Assistant/Fact Checker     205
Freelance Writer/Designer     205
Circulation Director     205
Marketing Director     206
Public Relations Director/Promotion Director     207
Ad Sales Director     207
Ad Sales Representative     207
Production Director     207
Assistant Publisher/Business Manager     207
Research Director     207
Magazine ownership     208
Consumer and Trade Magazine Ownership     208
Organization Magazine Ownership     210
Mergers and acquisitions     213
Corporate Conflicts of Interest     213
Publishers Owning Advertisers     215
The work environment     215
The magazine's content
Molding the magazine's content: editorial style     222
Article types     224
Service     224
Profile     232
Investigative Reporting     237
Essay     244
Fiction     246
The editor and the reader     249
Creating the magazine's look: designs for readability     252
Form follows function     254
The coming of age of magazine design     256
Design Golden Age     256
Design Turning Point     258
Computers and Design     261
"More Is Better"     261
Relationship with the Reader     262
Design elements     262
Eye Movement     263
The Grid     263
Typography     264
Color     268
Design Principles     269
Integration of words and pictures     271
Illustrative Images     271
Readout Synergy      277
Special Material     280
Covers     280
Logo     283
Cover Types     284
Redesigns     287
Manufacturing the magazine: the production process     292
The production process     294
Production planning     295
Break-of-the-Book     295
Paper Stock     297
Special Coatings     300
Color     300
Art     303
The printing process     304
Sheet-Fed     304
Web     304
Offset     304
Rotogravure     305
Binding     305
Signatures     307
Imposition     308
Image Transfers     308
Digital manipulation     312
The quality product     314
Magazine legalities: understanding the law     316
Access to information     318
Fair Access     318
Protecting Sources     319
Freedom of Information Act     320
Sunshine Laws     321
Access to Information During Wartime     322
Prior restraints     322
National Security      323
Administration of Justice     323
Unequal Taxation     325
Magazine distribution and sales     326
Libel     326
Publication     327
Identification     327
Defamation     330
Falsity     331
Fault     331
Libel Defenses     335
Invasions of privacy     336
Embarrassing Private Facts     336
Intrusion     338
False Light     338
Appropriation     339
Intentional infliction of emotional distress     339
Third-party liability     343
Incitement     343
Negligence     343
Copyright     345
Original Works     345
Tangible Medium     346
Ownership     348
Fair Use     348
Obscenity     350
Moral frameworks: codes of ethics     354
Hodges's essential questions     356
Bok's model     357
Codes of ethics     358
American Society of Magazine Editors (ASME) Guidelines for Editors and Publishers, Thirteenth Edition     360
American Business Media: Editorial Code of Ethics     361
Society of Professional Journalists Code of Ethics     365
Index     367