The Magazine from Cover to Cover

Paperback | October 19, 2012

bySammye Johnson, Patricia Prijatel

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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 onmagazine publishing. In this comprehensive overview, this text provides a fascinating perspective on the rich history of magazines, an overview of present publication practices, discussions of groundbreaking research, and a look forward to the challenges and opportunities in store for the industry. Case histories fromselected magazines and interviews with editors, designers, and other publishing professionals showcase the creativity that is propelling magazine publishing forward.

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From the Publisher

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 onmagazine publishing. In this comprehensive overview...

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 of Journalism at Drake University
Format:PaperbackDimensions:400 pages, 11 × 8.5 × 0.68 inPublished:October 19, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199829845

ISBN - 13:9780199829842

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Table of Contents

PART ONE: THE ENDURING MEDIUMStephen M. Lacy: ForewordPreface1. The Magazine as a Storehouse: The Scope of the MediumMagazines 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- DefinitionThe Scope of the Medium- Magazine Types- Consumer- Trade- Organization- Society and association- Public relations- Custom- Other types- Literary- Sunday supplements- Free urban- 'Zines and e-zines- Number of Magazines- ReadershipThe Future of MagazinesRESEARCH IN BRIEF:Magazine Uses and GratificationsSIDEBARS:City Magazines: Catering to Instant Status and Ego GratificationWhy a Magazine: eco@homeTABLES:Circulation Leaders: Top Ten American Magazines2. The Magazine as a Digital WorldDiving into Digital- Reading the Audience- A New World- Learning Curve- Opportunities- ChallengesWebsites- Flexible Format- Navigation- Design- Traffic Signs- Analytics- Search Engine Optimization (SEO)- Syndication- E-Mail NewslettersSocial Media- Facebook- Twitter- More Ways to Socialize- Video Sharing- Photo Sharing- Location-Based Services- E-CommerceMobile- A Niche Within a Niche- A Growing MarketTablets and E-Readers- Electronic Book Readers- TabletsWhat the Future HoldsRESEARCH IN BRIEF:Changing the Rules of EngagementSIDEBARS:Technology from Cover to CoverFrom Print to iPad: One Journalist's JourneyThe Digital NewsstandTABLES:Where People Use Their Digital Devices3. The Magazine as a Marketplace: The Role of AdvertisingWhy Advertisers Choose Magazines- Credibility- Reader Quality- Highly targeted- High income and education- Ethnically diverse- Committed and responsive- Product- Brands- Ancillary Products- Advertising RatesWho Advertises in MagazinesWhere They AdvertiseThe Birth of Advertising in MagazinesAdvertising-Editorial Conflicts- Complementary Editorial- Adjacencies- Entire Issue Sponsorship- Advertisers on the CoverResponsibility to the ReaderRESEARCH IN BRIEF:Magazine-Made AmericaConfidence in the Good Housekeeping Seal of ApprovalSIDEBARS:What Do People Read in the Bathroom?Magazine Numbers: Who's Counting?360 Degrees of ConnectionCPM: The Little Number with the Big JobTABLES:Top Advertisers in 2010 and Their SpendingAdvertising Income and Circulation for the Saturday Evening Post1954 and 2004 Circulation Figures for General Interest Magazines4. The Magazine as a Historical Document: Trends over TimeThe BeginningLiteracy and Education- Eighteenth Century: Educated Elite- Nineteenth Century: Rising Literacy- Twentieth Century: Niche AudiencesContent- Eighteenth Century: Assorted Articles- Nineteenth Century: Material Mania- Twentieth Century: Subtle SpecializationAppearance- Eighteenth Century: Deficient Design- Nineteenth Century: Engraved Embellishments- Twentieth Century: Popular PhotographyTransportation and Delivery- Eighteenth Century: Limited Restraints- Nineteenth Century: Postal Improvements- Twentieth Century: Complex CostsProduction and Technology- Eighteenth Century: Intensive Hand Labors- Nineteenth Century: Mass Production Procedures- Twentieth Century: Technological TechniquesRESEARCH IN BRIEF:Portrayal of Women in 18th Century MagazinesMagazines and MemorySIDEBARS:British Magazines Take Precedence by a DecadeRoll Call of Famous AuthorsUrban Humor in 19th Century MagazinesTABLES:The Magazine Century ClubMagazine TrendsGone But Not Forgotten: Some Significant Magazines of the 18th and 19th Centuries5. The Magazine as a Social Barometer: Political and Cultural InteractionThe Interaction of Magazine and SocietyMagazines as Political Influences- Agenda SettersAdvocacyPolitical Influences on Magazines- Independence- Abolition- The Cold War- Civil Rights- Vietnam Era- Watergate- Feminism- September 11, 2001- Obama ElectionMagazines as Cultural Influences- Community Builders- Giving voice to groups- Business, trades, and organizations- Reader-to-reader relationships- Symbolic Meaning- Pseudoworlds- PseudoeventsCultural Events on Magazines- Baby Boomers- Health- Shelter- Personal Finance- Leisure- Racial and Ethnic Shifts- Hispanic titles- Black titles- Asian titles- Other ethnic and racial groups- Youth- Children's titles- Teen titlesRESEARCH IN BRIEF:Agenda SettingMixed Messages on WomenCreation of Community for A Taste of HomeSIDEBARS:Reactions to Race and RightsMagazine Deaths and Terrorist Acts in 2001Sex and the Single MagazinePART TWO: THE MAGAZINE'S BLUEPRINT6. Conceptualizing the Magazine: Formulas for SuccessMagazine Success and FailureMission Statement- Title- Magazine Purpose- Inform- Interpret- Entertain- Advocate- Provide ServiceType of Content- Editorial- Design- Advertising- Advertising hybrids- advertorials (?how to distinguish from other italicized heading?)- inserts- outserts- VoiceEditorial Formula- Advertising and Editorial Pages- Departments and Columns- Features- Placement of ContentAudienceAnatomy of a FailureLaunches and Life Cycles- Emergence of the Audience- Creation of the Magazine- Growth and Change- Refocus or DeathLiving to a Ripe Old AgeRESEARCH IN BRIEF:Teens Got Sassy, Advertisers Got NervousSIDEBARS:Print and Online Vision: Men's HealthAd-Free MagazinesA Multi-Platform Approach: The AtlanticConsistency with an Element of Surprise: Harper's FormulaFlair Meets Flaunt: Twins Born 50 Years Apart?Anatomy of an Advertorial7. Magazine Business Plans: Determining the Bottom LineThe Magazine Budget- Revenue- Expenses- Advertising- Subscriptions- Single copies- Editorial- Production- Distribution- Advertising/operating costs- Operating profitThe Business PlanThe Marketing Plan- Advertising PromotionCirculation Promotion- Bringing the reader to you- Direct marketing- Other media- Insert cards- Free content- Test issues- Sponsored circulation- Value added- RenewalsFrequencyAdvertising Rates- Full color ad rate- Advertising pages per issue- Cost per thousand- Rate base- average discount- average advertising revenue per page- 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 productsExecutive Summary of Profitablity- Income- ExpensesRESEARCH IN BRIEF:Women Wielding Power at the TopSIDEBARS:Including Digital in the Budget MixNew Tools to Measure Digital ReadershipPublic Relations Techniques: Innovation SellsFinding FulfillmentThe Newsy and the BeastMagazine Salaries: A Glimpse at the FieldTABLES:Magazine Revenues and ExpensesBusiness Plan Executive Summary of Profitability8. Magazine Structures: Staff OrganizationWho's Running the Show?- Creative Positions- Editor-in-chief- Visionary- Manager- Marketer- Managing Editor- Executive Editor- Content Editor- Creative Editor- Art DirectorProduction 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- 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 DirectorMagazine Ownership- Consumer and Trade Magazine Owner- Publicly Owned- Privately Owned- Organization Magazine Ownership- Association Magazines- Public Relations Magazines- Custom MagazinesMergers and Acquisitions- Corporate Conflicts of Interest- Publishers Owning AdvertisersThe Work EnvironmentRESEARCH IN BRIEF:Magazine Careers 1850-1926: Inhospitable Climate for WomenAre Digital Versions Second-Class Citizens?Online Editors: Young and FlexibleSIDEBARS:Long Live The New Yorker: An Editorial GenealogySome Top Magazine Publishing HousesAnatomy of a MastheadTwo Takes on a TitleThe Places They WentWhat an Editor Does in a DayTABLES:Meredith Corporate ChartBetter Homes and Gardens Flow ChartPART THREE: THE MAGAZINE'S CONTENT9. Molding the Magazine's Content: Editorial StyleArticle 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- Essay- Critical- Personal- Editorials- Fiction- Serialized Novels- Short Stories- ExcerptsThe Editor and the ReaderRESEARCH IN BRIEFS:Readers Don't Care About Bad JournalismMedia Concepts and the Ideal ReaderSIDEBARS:Marriages Still Being Saving by Ladies' Home JournalA Little Extra on the Side: Sidebars and Tip BoxesAwards: A Measure of How Well Magazines Serve Their ReadersThe Two-page, 800-word People ProfileLongevity, Celebrity, and Topicality in Special IssuesRepurposing Images and ContentSocial Media as a Freelancing Tool10. Creating the Magazine's Look: Designs for ReadabilityForm Follows FunctionThe 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 ReaderDesign Elements- Eye Movement- The Grid- Traditional- Non-Traditional- 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- Proportion- Sequence- ContrastIntegration of Words and Pictures- 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- Multi-Theme, Multi-Image- Multi-Theme, One Image- All-Typographic- RedesignsRESEARCH IN BRIEF:Life's Photojournalism Essay FormulaVisual Depictions of Women of the U.S.-Iraq War in Print and Online MediaSIDEBARS:You Say Title and I Say HeadlineFlipping Through FoliosThe Emotional Wallop of PhotosTable of Contents: Location, Location, LocationCoverage of the Celebrity Culture11. Manufacturing the Magazine: The Production ProcessThe Production ProcessProduction Planning- Break-of-the-Book- Editorial Needs- Advertising Placement- Paper Stock- Finish- High Gloss- Dull Coat- Matte Coat- Super-CalenderedGrade- Brightness- Whiteness- Smoothness- Opacity- Weight- Special Coatings- UV- Aqueous- Varnish- Color- Process color- Color Separations- Low-resolution Scans- Photo Blocks- 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- Blueline- Contract Proof- Advertising ProofDigital ManipulationThe Quality ProductRESEARCH IN BRIEF:When Desktop Publishing Was NewSIDEBARS:Advertisers Know Their PlaceAdding pages: How Many Before It Pays Off?Signatures and Color PlacementRequest for Printing EstimateStandard DeviationsThe UPC Bar: Check it OutTABLES:Traditional Home's Break-of-the-BookSignatures and Imposition: Saddle StitchSignatures and Imposition: Perfect Bound12. Magazine Legalities: Understanding the LawAccess to Information- Fair Access- Protecting Sources- Freedom of Information Act- Sunshine Laws- Access to Information During WartimePrior Restraints- National Security- Administration of Justice- Unequal TaxationMagazine Distribution and SalesLibel- Publication- Identification- Defamation- Falstiy- Fault- Public Officials- Public Figures- Actual Malice- Negligence- Libel Defenses- Truth- Fair Comment and Criticism- Privilege- Statute of LimitationsInvasions of Privacy- Embarrassing Private Facts- Intrusion- False Light- AppropriationIntentional Infliction of Emotional DistressThird-Party Liability- Incitement- Negligence- Endorsement- AdvertisingCopyright- Original Works- Tangible Medium- Ownership- Fair UseObscenityRESEARCH IN BRIEF:Fact Checking: Seeing the Forest and the TreeSIDEBARS:Freedom of Information Act After September 11, 2001Government Censorship and The MassesOne Way to Prevent Libel Suits: Be PoliteParody Phenomenon: The Highest Form of FlatteryThe Name Game13. Moral Frameworks: Codes of EthicsHodges' Essential QuestionsBok's ModelCodes of EthicsSIDEBARS:American Society of Magazine Editors Guidelines for Editors and PublishersAmerican Business Media Editorial Code of EthicsSociety of Professional Journalists Code of Ethics