Preface. 1. Overview of Magazine Publishing. A Fine Romance.
Toward a Definition.
Major Niches.
Counting Magazines.
A Basic Tenant: The Three-Legged Stool.
America's Magazine History: Where Today's Trends Took Root.
The People Behind the Ideas.
2. The Business of Magazine Publishing. Typical Structure of a Magazine Company.
Revenue.
CPM: A Basic Measurement.
Launching a Magazine.
International Publishing.
3. Publishers and Their Magazines. Introduction.
The Role of the Publisher.
Department Management.
Editorial Advertising Circulation Production and Manufacturing * Financial Management * Administration.
Case Studies: Video Rental Retailer and Medical Business.
4. Editorial Principles. The Editorial Mission: The Backbone of a Magazine.
Role of the Editor.
The Importance of "The Mix" and Planning.
Editorial Department.
Editorial Expenses.
Salaries *Text Research and Other Editorial Costs Reader Surveys Art and Photography Editorial Inventory.
Editorial Revenue.
Editorial Pressures.
Editorial Redesigns.
Editorial Promotion and Publicity.
Intellectual Property.
Copyright Rights and Permissions Libel Privacy Law.
Case Study: Northwest Monthly.
5. Circulation Principles. Paid vs. Controlled Circulation.
Circulation Verification.
The Role of the Circulation Director.
Circulation Department Organization.
Creating a Paid Subscriber Base.
Testing Who are the Potential Subscribers? List Development Price The Promotional Package When to Mail Conversions and Renewals Telemarketing Other Subscription Sources.
Creating a Controlled Circulation Subscriber Base.
Requalification.
Single-Copy Sales.
The Cover as a Newsstand Variable.
Managing the Rate Base.
Arrears Subscription Agencies.
Circulation Fulfillment and File Maintenance.
Print Order Projections.
Postal Regulations.
Case Study: Ski Country Publishing Company.
6. Advertising Sales. The Joy of Sales.
Advertising Department Organization.
Advertising Sales Director.
Revenue Estimates.
Development of Short Term Sales Strategy.
Account-by-Account Strategy.
Management Oversight of the Personal Sales Operation.
Hiring and Firing Sales Training Sales Compensation
Client Relationships
Independent Sales Representatives Classified Advertising.
Marketing Affinity Programs.
Promotional Goals.
Audience * Circulation Readership Editorial Market.
Promotion Media.
Media Kits Advertising Direct Mail Trade and Professional Meetings Marketing Services Electronic Services.
Planning and Coordinating Special Events.
Public Relations.
Marketing and Media Research.
Purpose * Types of Research Use of Research.
Role of the Account Representative.
Case Study: American News Review
7. History of Magazine Production Techniques. The Making of Magazines.
From Art Form to Science.
The Birth of Modern Offset Lithography.
Offset Lithography Dethrones Letterpress.
Photocomposition Dethrones Hot-Metal Typesetting.
Steady Advances in Production Capability.
A Portrait of Magazine Gravure.
Magazine Production Evolves As a Digitally-Driven Technology.
Digital Technology Transforms the Traditional Magazine Production Chain.
The Digital Desktop Prepress Revolution: Craftsmanship Confronts the Computer.
Craftsmanship Confronts the Computer * Changing Economics, Changed Relationships.
Equipping for Desktop Prepress.
Production Economics/New Press Techniques: Magazine Printing as a Manufacturing Process.
The Publication Production Manager's Role in Cost Control.
Quality Control/Quality Management.
Trade Customs.
8. How Magazines Are Made. Today: The Magazine Production Workflow.
The Raw Material: Editorial Copy.
The Raw Material: Artwork.
The Raw Material: Advertising Copy.
Issue Design and Makeup.
Preparation and Delivery of Input Material.
Final Prepress.
Proofing and OK to Print.
The Production Press Run.
Binding, Finishing, and Distribution.
9. The Magazine of the Future-Including Your Future in Magazines. The Future: The Birth of the Electronic Page.
CD-ROM and On-Line: For Now, the Future.
CD-ROM: Publishing on Silver Platters.
Publishing in Cyberspace: The On-Line Magazine.
An Expanding Universe of Titles.
Choosing the Publishing Pathway: Commercial On-Line Services vs. the Internet.
Building Circulation in Cyberspace: Uncertain Rewards.
"Hits" and "Misses" for On-Line Advertising.
The Medium in the Mailbox: Postal Issues and their Effects Upon Magazine Distribution.
"Smearing Ink on Dead Trees": Why Magazine Publishers Are Environmentally Challenged and How They Got That Way.
Career Paths: Having and Getting What It Takes to Be Employed in Magazines.
Glossary of Magazine Publishing Terms. Bibliography. Index. 