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Cover

The Magazine from Cover to Cover

Third Edition

Sammye Johnson and Patricia Prijatel

Publication Date - October 2012

ISBN: 9780199829842

400 pages
Paperback
8-1/2 x 11 inches

In Stock

Retail Price to Students: $83.95

The most comprehensive coverage of magazines on the market

Description

The leading textbook on how to turn a budding idea into a full-fledged magazine has evolved, adapting to the current trends in the industry. Now in its third edition, The Magazine from Cover to Cover has been thoroughly updated to include the effects of technology and current events on magazine publishing. In this comprehensive overview, authors Sammye Johnson and Patricia Prijatel provide 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. They use case histories from selected magazines and interviews with editors, designers, and other publishing professionals to showcase the creativity that is propelling magazine publishing forward.

WHAT'S NEW IN THE THIRD EDITION?
- A new Chapter 2, "The Magazine in a Digital World," written by Lori Blachford, Peggy Fisher and Larry Stelter Chair of Magazine Journalism at Drake University, delves into the constant evolution of the magazine industry in this digital age
- Updated throughout to reflect the impact of technological change and the economic crisis on all aspects of the magazine field

About the Author(s)

Sammye Johnson is Professor and Carlos Augustus de Lozano Chair in Journalism at Trinity University.

Patricia Prijatel is Professor and E.T. Meredith Distinguished Professor Emerita of Journalism at Drake University.

Previous Publication Date(s)

November 2006
August 1999

Reviews

"It's one of the few magazine-publishing texts that I've used in academia that also is beneficial to magazine-industry professionals. While the entire new edition remains an excellent tool, I think the authors' discussion of digital publishing, tablets and apps makes it especially current and significant, and the presentation of profitability tables and spreadsheets is also an important addition. The Magazine: From Cover to Cover is a special publication."- Frank Dexter Brown, editor-at-large, Prince George's Suite magazine, and the founding editor of YSB magazine, has taught for more than 20 years. He operates a media-consulting business in Washington, DC.

Long Island University

Marquette University

Table of Contents

    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