Synopses & Reviews
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 from Cover 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 and opportunities 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 are included, 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
Review
"The authors have done a masterful job of combining academic research and industry data to produce a readable textbook. It provides not only the most current information but also the historical and cultural context."--Ann Schierhorn, Kent State University
"[The book] has it all--from production details to the history of magazines and how they have fit into people's lives. I am at a loss to think of an aspect of magazine publishing industry that the authors missed. It is well organized and easy to read, making it particularly useful for an undergraduate course in magazine publishing."--Dustin Harp, University of Texas at Austin
Table of Contents
Each chapter ends with Research in Brief, Sidebars, and Tables. PART ONE: THE ENDURING MEDIUM
1. The Magazine as a Storehouse: The Scope of the Medium
Magazines and the Media Mix
The Scope of the Medium
Emerging Technology
2. The Magazine as a Marketplace: The Role of Advertising
Why Advertisers Choose Magazines
Who Advertises in Magazines
Where They Advertise
The Birth of Advertising in Magazines
Advertising-Editorial Conflicts
Responsibility to the Reader
3. The Magazine as a Historical Document: Trends over Time
The Beginning
Literacy and Education
Content
Appearance
Transportation and Delivery
Production and Technology
4. The Magazine as a Social Barometer: Political and Cultural Interaction
The Interaction of Magazines and Society
Political Influences on Magazines
Magazines as Cultural Influences
Cultural Influences on Magazines
PART TWO: THE MAGAZINE'S BLUEPRINT
5. Conceptualizing the Magazine: Formulas for Success
Magazine Success and Failure
Editorial Philosophy
Editorial Formula
Audience
Anatomy of a Failure
Launches and Life Cycles
Living to a Ripe Old Age
6. Magazine Business Plans: Determining the Bottom Line
The Magazine Budget
The Business Plan
The Marketing Plan
Executive Summary of Profitability
7. Magazine Structures: Staff Organization
Who's Running the Show?
Magazine Ownership
Mergers and Acquisitions
The Work Environment
PART THREE: THE MAGAZINE'S CONTENT
8. Molding the Magazine's Content: Editorial Style
Article Types
The Editor and The Reader
9. Creating the Magazine's Look: Designs for Readability
Form Follows Function
The Coming of Age of Magazine Design
Design Elements
Integration of Words and Pictures
Covers
Redesigns
10. Manufacturing the Magazine: The Production Process
The Production Process
Production Planning
The Printing Process
Digital Manipulation
The Quality Product
11. Magazine Legalities: Understanding the Law
Access to Information
Prior Restraints
Magazine Distribution and Sales
Libel
Invasions of Privacy
Intentional Infliction of Emotional Distress
Third-Party Liability
Copyright
Obscenity
12. Moral Frameworks: Codes of Ethics
Hodges' Essential Questions
Bok's Model
Codes of Ethics