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Tables of Contents for The Magazine Publishing Industry
Chapter/Section Title
Page #
Page Count
Preface
vii
Overview of Magazine Publishing
1
20
A Fine Romance
1
3
Toward a Definition
4
4
Major Niches
8
2
Counting Magazines
10
2
A Basic Tenet: The Three-Legged Stool
12
1
America's Magazine History: Where Today's Trends Took Root
13
4
The People Behind the Ideas
17
4
The Business of Magazine Publishing
21
12
Typical Structure of a Magazine Company
21
6
Revenue
27
1
CPM: A Basic Measurement
28
1
Launching a Magazine
29
1
International Publishing
30
3
Publishers and Their Magazines
33
22
Introduction
33
1
The Role of the Publisher
34
3
Department Management
37
12
Editorial
38
2
Advertising
40
1
Circulation
41
1
Production and Manufacturing
42
1
Financial Management
43
6
Administration
49
1
Case Studies: Video Rental Retailer and Medical Business
49
6
Editorial Principles
55
30
The Editorial Mission: The Backbone of a Magazine
55
The Role of the Editor
52
8
Importance of ``The Mix'' and Planning
60
1
Editorial Department
60
10
Editorial Expenses
70
3
Salaries
70
1
Text
70
1
Research and Other Editorial Costs
71
1
Reader Surveys
71
1
Art and Photography
72
1
Editorial Inventory
72
1
Editorial Revenue
73
1
Editorial Pressures
73
2
Editorial Redesigns
75
1
Editorial Promotion and Publicity
75
1
Intellectual Property
76
5
Copyright
76
2
Rights and Permissions
78
1
Libel
79
1
Privancy Law
80
1
Case Study: Northwest Monthly
81
4
Circulation Principles
85
28
Paid Versus Controlled Circulation
86
3
Circulation Verification
89
1
The Role of the Circulation Director
90
1
Circulation Department Organization
90
1
Creating a Paid Subscriber Base
91
8
Testing
93
1
Who Are the Potential Subscribers?
94
1
List Development
95
1
Price
96
1
The Promotional Package
96
1
When to Mail
97
1
Conversions and Renewals
97
1
Telemarketing
98
1
Other Subscription Sources
98
1
Creating a Controlled Circulation Subscriber Base
99
1
Requalification
100
1
Single-Copy Sales
100
4
The Cover as a Newsstand Variable
102
2
Managing the Rate Base
104
1
Arrears
104
1
Subscription Agencies
105
1
Circulation Fulfillment and File Maintenance
105
3
Print Order Projections
108
1
Postal Regulations
109
1
Case Study: Ski Country Publishing Company
109
4
Advertising Sales
113
32
The Joy of Sales
113
2
Advertising Department Organization
115
1
Advertising Sales Director
115
3
Revenue Estimates
118
1
Development of Short Term Sales Strategy
119
1
Account-by-Account Strategy
119
1
Management Oversight of the Personal Sales Operation
120
3
Hiring and Firing
121
1
Sales Training
122
1
Sales Compensation
122
1
Client Relationships
123
2
Independent Sales Representatives
124
1
Classified Advertising
125
1
Market Affinity Programs
125
1
Promotional Goals
126
4
Audience
126
1
Circulation
127
1
Readership
127
2
Editorial
129
1
Market
129
1
Promotion Media
130
5
Media Kits
130
1
Advertising
131
1
Direct Mail
131
1
Trade and Professional Meetings
132
1
Marketing Services
132
2
Electronic Services
134
1
Planning and Coordinating Special Events
135
1
Public Relations
136
1
Marketing and Media Research
137
2
Purpose
137
1
Types of Research
138
1
Use of Research
138
1
The Role of the Account Representative
139
3
Case Study: American News Review
142
3
History of Magazine Production Technologies
145
61
The Making of Magazines
145
3
From Art Form to Science
148
2
Pi Sheng, Gutenberg, Serefella, Merganthaler
148
2
The Birth of Modern Offset Lithography
150
1
Offset Lithography Dethrones Letterpress
151
5
Photocomposition Dethrones Hot-Metal Typesetting
156
3
Steady Advances in Production Capability
159
3
A Portrait of Magazine Gravure
162
3
Magazine Production Evolves As a Digitally-Driven Technology
165
5
Digital Technology Transforms the Traditional Magazine Production Chain
170
2
The Digital Desktop Prepress Revolution
172
2
Craftsmanship Confronts the Computer
172
2
Changing Economics, Changed Relationships
174
1
Equipping for Desktop Prepress
174
8
Production Economics/New Press Techniques
181
1
Magazine Printing as a Manufacturing Process
181
1
The Publication Production Manager's Role in Cost Control
182
13
Production Cost Components
183
2
Cutting Production Costs
185
10
Quality Control/Quality Management
195
5
Trade Customs
200
6
How Magazines Are Made
206
29
Today: The Magazine Production Workflow
206
1
The Raw Material: Editorial Copy
207
2
The Raw Material: Artwork
209
5
The Raw Material: Advertising Copy
214
3
Issue Design and Makeup
217
2
Preparation and Delivery of Input Material
219
3
Final Prepress
222
2
Proofing and OK to Print
224
3
The Production Press Run
227
2
Binding, Finishing, and Distribution
229
6
The Magazine of the Future---and Your Future in Magazines
235
46
The Future: The Birth of the Electronic Page
235
2
CD-ROM and On-Line: For Now, the Future
237
2
CD-ROM: Publishing on Silver Platters
239
2
Publishing in Cyberspace: The On-Line Magazine
241
2
An Expanding Universe of Titles
243
4
Choosing the Publishing Pathway: Commercial On-Line Services Versus the Internet
247
4
Building Circulation in Cyberspace: Uncertain Rewards
251
2
``Hits'' and Misses for On-Line Advertising
253
3
The Medium is the Mailbox: Postal Issues and Their Effects on Magazine Distribution
256
4
``Smearing Ink on Dead Trees'': Why Magazine Publishers Are Environmentally Challenged and How They Got That Way
260
8
Career Paths: Having and Getting What It Takes to Be Employed in Magazines
268
13
Glossary of Magazine Publishing Terms
281
14
Bibliography
295
11
Index
306