The Magazine from Cover to Cover Book

Preface
Credits
PART ONE. THE ENDURING MEDIUM
1. The Magazine as a Storehouse: The Scope of the Medium
Magazines and the Media Mix
DEPTH AND TIMELESSNESS SPECIALIZATION OF CONTENT AND AUDIENCE
— Well Defined
— National
— International
— Regional
— Local OPINION, INTERPRETATION, AND ADVOCACY PERMANENCE CONSISTENCY FREQUENCY DEFINITION
The Scope of the Medium
MAGAZINE TYPES
— Consumer
— Trade
— Organization
— Other Types NUMBER OF MAGAZINES READERSHIP
The Future of Magazines
2. The Magazine in a Digital World
Diving into Digital
READING THE AUDIENCE A NEW WORLD LEARNING CURVE OPPORTUNITIES CHALLENGES
Websites
FLEXIBLE FORMAT
— Navigation
— Design TRAFFIC SIGNS
— Analytics
— Search Engine Optimization (SEO)
— Syndication
— Email Newsletters
Social Media
FACEBOOK TWITTER MORE WAYS TO SOCIALIZE
— Video Sharing
— Photo Sharing
— Location-Based Services
— E-commerce
Mobile
A NICHE WITHIN A NICHE A GROWING MARKET
Tablets and E-readers
ELECTRONIC BOOK READERS TABLETS
What the Future Holds
3. The Magazine as a Marketplace: The Role of Advertising
Why Advertisers Choose Magazines
CREDIBILITY READER QUALITY
— Highly Targeted
— High Income and Education
— Ethnically Diverse
— Committed and Responsive PRODUCT BRANDS ANCILLARY PRODUCTS BUNDLING ADVERTISING RATES
Who Advertises in Magazines
Where They Advertise
The Birth of Advertising in Magazines
Advertising-Editorial Conflicts
COMPLEMENTARY EDITORIAL ADJACENCIES ENTIRE-ISSUE SPONSORSHIP ADVERTISERS ON THE COVER
Responsibility to the Reader
4. The Magazine as a Historical Document: Trends Over Time
The Beginning
Literacy and Education
18TH CENTURY: EDUCATED ELITE
19TH CENTURY: RISING LITERACY
20TH CENTURY: NICHE AUDIENCES
Content
18TH CENTURY: ASSORTED ARTICLES
19TH CENTURY: MATERIAL MANIA
20TH CENTURY: SUBTLE SPECIALIZATION
Appearance
18TH CENTURY: DEFICIENT DESIGN
19TH CENTURY: ENGRAVED EMBELLISHMENTS
20TH CENTURY: POPULAR PHOTOGRAPHY
Transportation and Delivery
18TH CENTURY: LIMITED RESTRAINTS
19TH CENTURY: POSTAL IMPROVEMENTS
20TH CENTURY: COMPLEX COSTS
Production and Technology
18TH CENTURY: INTENSIVE HAND LABORS
19TH CENTURY: MASS PRODUCTION PROCEDURES
20TH CENTURY: TECHNOLOGICAL TECHNIQUES
5. The Magazine as a Social Barometer: Political and Cultural Interaction
The Interaction of Magazines and Society
Magazines as Political Influences
AGENDA SETTERS ADVOCACY
Political Influences on Magazines
INDEPENDENCE ABOLITION THE COLD WAR CIVIL RIGHTS VIETNAM ERA WATERGATE FEMINISM SEPTEMBER 11, 2001
OBAMA ELECTION
Magazines as Cultural Influences
COMMUNITY BUILDERS
— Giving Voice to Groups
— Businesses, Trades, and Organizations
— Reader-to-Reader Relationships
— Using Social Media
— Letters to the Editor SYMBOLIC MEANING
— Pseudoworlds
— Pseudoevents
Cultural Influences on Magazines
BABY BOOMERS
— Health
— Shelter
— Personal Finance RACIAL AND ETHNIC SHIFTS
— Hispanic Titles
— Black Titles
— Asian Titles
— Other Ethnic and Racial Groups YOUTH
— Children's Titles
— Teen Titles
PART TWO: THE MAGAZINE'S BLUEPRINT
6. Conceptualizing the Magazine: Formulas for Success
Magazine Success and Failure
Mission Statement
TITLE MAGAZINE PURPOSE
Inform
Interpret
Entertain
Advocate
Provide Service
TYPE OF CONTENT
Editorial
Design
Advertising
Advertising Hybrids
VOICE
Editorial Formula
ADVERTISING AND EDITORIAL PAGES DEPARTMENTS AND COLUMNS FEATURES PLACEMENT OF CONTENT
Audience
Anatomy of a Beautiful Failure
Launches and Life Cycles
EMERGENCE OF THE AUDIENCE CREATION OF THE MAGAZINE GROWTH AND CHANGE REFOCUS OR DEATH
Living to a Ripe Old Age
7. Magazine Business Plans: Determining the Bottom Line
The Magazine Budget
REVENUE EXPENSES
— Advertising
— Subscriptions
— Single Copies
— Editorial
— Production
— Distribution
— Administration/Operating Costs
— Operating Profit
The Business Plan
The Marketing Plan
ADVERTISING PROMOTION CIRCULATION PROMOTION
— Bringing the Reader to You
— Direct Marketing
— Other Media
— Insert Cards
— Free Content
— Test Issues
— Sponsored Circulation
— Value Added
— Renewals FREQUENCY ADVERTISING RATES
— Full-Color Ad Rate
— Advertising Pages per Issue
— Cost per Thousand
— Rate Base CIRCULATION RATES
— Reader Income
— State of the Economy
— Subscription Discounts
— Advertising-to-Editorial Ratio
— Supply and Demand SUBSCRIPTIONS AND MEMBERSHIPS
— Controlled Circulation
— Foundations
— Memberships DISTRIBUTION
— Single Copy
— Sell-Through Rates ADDITIONAL SOURCES OF INCOME
— Events
— Books
— Special Products
Executive Summary of Profitability
INCOME EXPENSES
8. Magazine Structures: Staff Organization
Who's Running the Show?
CREATIVE POSITIONS
— Editor in Chief
— Managing Editor
— Executive Editor
— Content Editor
— Creative Director
— Art Director
— Production Director
— Senior Editor/Section Editor
— Online Editorial Manager
— Web Designer/Developer
— Associate Editor/Assistant Editor
— Copy Editor
— Staff Writer
— Social Media Editor
— Photographer
— Videographer
— Contributing Editor
— Editorial Assistant/Fact Checker
— Freelance Writer/Designer
— Blogger BUSINESS POSITIONS
— President and CEO
— Publisher
— Circulation Director
— Marketing Director
— Public Relations Director/Promotion Director
— Ad Sales Director
— Ad Sales Representative
— Assistant Publisher/Business Manager
— Research Director
Magazine Ownership
CONSUMER AND TRADE MAGAZINE OWNERSHIP
— Publicly Owned
— Privately Owned ORGANIZATION MAGAZINE OWNERSHIP
— Association Magazines
— Public Relations Magazines
— Custom Magazines
Mergers and Acquisitions
CORPORATE CONFLICTS OF INTEREST PUBLISHERS OWNING ADVERTISERS
The Work Environment
PART THREE: THE MAGAZINE'S CONTENT
9. Molding the Magazine's Content: Editorial Style
Article Types
SERVICE
— Expert Advice
— How-To Information
— News and Trends PROFILE
— Biography
The New Yorker Profile
— Personality Sketch
— Question and Answer
— No Interviewer
— Institutional INVESTIGATIVE REPORTING
— Literary Journalism
— New Journalism ESSAY
— Critical
— Personal
— Editorials FICTION
— Serialized Novels
— Excerpts
— Short Stories
Blogs
NEWS BRIEFS INVESTIGATIVE PERSONAL ESSAYS AND OPINION PIECES COMPENDIUM-STYLE
Awards
The Editor and the Reader
10. Creating the Magazine's Look: Designs for Readability
Form Follows Function
The Coming of Age of Magazine Design
DESIGN GOLDEN AGE
— The Innovators
— The Heirs DESIGN TURNING POINT COMPUTERS AND DESIGN
Approaching the App
RELATIONSHIP WITH THE READER
Design Elements
EYE MOVEMENT THE GRID
— Traditional
— Nontraditional
— 12-Part Grid
— No Grid TYPOGRAPHY
— Legibility
— Suitability
— Font and Style
— Size
— Line Length
— Spacing of Letters and Lines COLOR
— Identification
— Association
— Attention DESIGN PRINCIPLES
— Unity
— Balance 265
— Proportion 267
— Sequence 267
— Contrast 267
Integration of Words and Pictures 267
ILLUSTRATIVE IMAGES
— Artwork
— Photography
— Infographics READOUT SYNERGY
— Titles
— Subtitles
— Subheads
— Pull-Quotes
— Cutlines SPECIAL MATERIAL
— Table of Contents
— Last Editorial Page
Covers
LOGO COVER TYPES
— Poster
— One-Theme, One-Image
— Multitheme, Multi-image
— Multitheme, One-Image
— All-Typographic
Redesigns
11. Manufacturing the Magazine: The Production Process
The Production Process
Production Planning
BREAK-OF-THE-BOOK
— Editorial Needs
— Advertising Placement PAPER STOCK
— Finish
— Grade
— Weight SPECIAL COATINGS
— UV
— Aqueous
— Varnish COLOR
— Process Color
— Special Inks ART
— Line Art
— Continuous Tones
— Duotones
— Duotints
— Screens
The Printing Process
SHEET-FED WEB OFFSET ROTOGRAVURE BINDING
— Saddle-Stitch
— Perfect SIGNATURES IMPOSITION IMAGE TRANSFERS
— Camera-Ready Pages
— Plates or Cylinders
— Proofs
Digital Manipulation
The Quality Product
12. Magazine Legalities: Understanding the Law
Access to Information
FAIR ACCESS PROTECTING SOURCES FREEDOM OF INFORMATION ACT SUNSHINE LAWS ACCESS TO INFORMATION DURING WARTIME
Prior Restraints
NATIONAL SECURITY ADMINISTRATION OF JUSTICE UNEQUAL TAXATION
Magazine Distribution and Sales
Libel
PUBLICATION IDENTIFICATION DEFAMATION FALSITY FAULT
— Public Officials
— Public Figures
— Actual Malice
— Negligence LIBEL DEFENSES
— Truth
— Fair Comment and Criticism
— Privilege
— Statute of Limitations
Invasions of Privacy
EMBARRASSING PRIVATE FACTS INTRUSION FALSE LIGHT APPROPRIATION
Intentional Infliction of Emotional
Distress
Third-Party Liability
INCITEMENT NEGLIGENCE
— Endorsement
— Advertising
Copyright
ORIGINAL WORKS TANGIBLE MEDIUM OWNERSHIP FAIR USE
Obscenity
13. Moral Frameworks: Codes of Ethics
Hodges's Essential Questions
Bok's Model
Shades of Gray
PHOTO ETHICS
Codes of Ethics
Appendices
— American Society of Magazine Editors Guidelines for Editors and Publishers
— American Business Media Editorial Code of Ethics
— Society of Professional Journalists Code of Ethics
Index