The Magazine from Cover to Cover

PART ONE: THE ENDURING MEDIUM
Stephen M. Lacy: Foreword
Preface
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
- Society and association
- Public relations
- Custom
- Other types
- Literary
- Sunday supplements
- Free urban
- 'Zines and e-zines
- Number of Magazines
- Readership
The Future of Magazines
RESEARCH IN BRIEF:
Magazine Uses and Gratifications
SIDEBARS:
City Magazines: Catering to Instant Status and Ego Gratification
Why a Magazine: eco@home
TABLES:
Circulation Leaders: Top Ten American Magazines
2. The Magazine as 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
- E-Mail 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
RESEARCH IN BRIEF:
Changing the Rules of Engagement
SIDEBARS:
Technology from Cover to Cover
From Print to iPad: One Journalist's Journey
The Digital Newsstand
TABLES:
Where People Use Their Digital Devices
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
- 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
RESEARCH IN BRIEF:
Magazine-Made America
Confidence in the Good Housekeeping Seal of Approval
SIDEBARS:
What Do People Read in the Bathroom?
Magazine Numbers: Who's Counting?
360 Degrees of Connection
CPM: The Little Number with the Big Job
TABLES:
Top Advertisers in 2010 and Their Spending
Advertising Income and Circulation for the Saturday Evening Post
1954 and 2004 Circulation Figures for General Interest Magazines
4. The Magazine as a Historical Document: Trends over Time
The Beginning
Literacy and Education
- Eighteenth Century: Educated Elite
- Nineteenth Century: Rising Literacy
- Twentieth Century: Niche Audiences
Content
- Eighteenth Century: Assorted Articles
- Nineteenth Century: Material Mania
- Twentieth Century: Subtle Specialization
Appearance
- Eighteenth Century: Deficient Design
- Nineteenth Century: Engraved Embellishments
- Twentieth Century: Popular Photography
Transportation and Delivery
- Eighteenth Century: Limited Restraints
- Nineteenth Century: Postal Improvements
- Twentieth Century: Complex Costs
Production and Technology
- Eighteenth Century: Intensive Hand Labors
- Nineteenth Century: Mass Production Procedures
- Twentieth Century: Technological Techniques
RESEARCH IN BRIEF:
Portrayal of Women in 18th Century Magazines
Magazines and Memory
SIDEBARS:
British Magazines Take Precedence by a Decade
Roll Call of Famous Authors
Urban Humor in 19th Century Magazines
TABLES:
The Magazine Century Club
Magazine Trends
Gone But Not Forgotten: Some Significant Magazines of the 18th and 19th Centuries
5. The Magazine as a Social Barometer: Political and Cultural Interaction
The Interaction of Magazine 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
- Business, trades, and organizations
- Reader-to-reader relationships
- Symbolic Meaning
- Pseudoworlds
- Pseudoevents
Cultural 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 titles
RESEARCH IN BRIEF:
Agenda Setting
Mixed Messages on Women
Creation of Community for A Taste of Home
SIDEBARS:
Reactions to Race and Rights
Magazine Deaths and Terrorist Acts in 2001
Sex and the Single Magazine
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
- advertorials (?how to distinguish from other italicized heading?)
- inserts
- outserts
- Voice
Editorial Formula
- Advertising and Editorial Pages
- Departments and Columns
- Features
- Placement of Content
Audience
Anatomy of a 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
RESEARCH IN BRIEF:
Teens Got Sassy, Advertisers Got Nervous
SIDEBARS:
Print and Online Vision: Men's Health
Ad-Free Magazines
A Multi-Platform Approach: The Atlantic
Consistency with an Element of Surprise: Harper's Formula
Flair Meets Flaunt: Twins Born 50 Years Apart?
Anatomy of an Advertorial
7. Magazine Business Plans: Determining the Bottom Line
The Magazine Budget
- Revenue
- Expenses
- Advertising
- Subscriptions
- Single copies
- Editorial
- Production
- Distribution
- Advertising/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
- 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 products
Executive Summary of Profitablity
- Income
- Expenses
RESEARCH IN BRIEF:
Women Wielding Power at the Top
SIDEBARS:
Including Digital in the Budget Mix
New Tools to Measure Digital Readership
Public Relations Techniques: Innovation Sells
Finding Fulfillment
The Newsy and the Beast
Magazine Salaries: A Glimpse at the Field
TABLES:
Magazine Revenues and Expenses
Business Plan Executive Summary of Profitability
8. Magazine Structures: Staff Organization
Who's Running the Show?
- Creative Positions
- Editor-in-chief
- Visionary
- Manager
- Marketer
- Managing Editor
- Executive Editor
- Content Editor
- Creative Editor
- 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
- 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 Owner
- 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
RESEARCH IN BRIEF:
Magazine Careers 1850-1926: Inhospitable Climate for Women
Are Digital Versions Second-Class Citizens?
Online Editors: Young and Flexible
SIDEBARS:
Long Live The New Yorker: An Editorial Genealogy
Some Top Magazine Publishing Houses
Anatomy of a Masthead
Two Takes on a Title
The Places They Went
What an Editor Does in a Day
TABLES:
Meredith Corporate Chart
Better Homes and Gardens Flow Chart
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
- Essay
- Critical
- Personal
- Editorials
- Fiction
- Serialized Novels
- Short Stories
- Excerpts
The Editor and the Reader
RESEARCH IN BRIEFS:
Readers Don't Care About Bad Journalism
Media Concepts and the Ideal Reader
SIDEBARS:
Marriages Still Being Saving by Ladies' Home Journal
A Little Extra on the Side: Sidebars and Tip Boxes
Awards: A Measure of How Well Magazines Serve Their Readers
The Two-page, 800-word People Profile
Longevity, Celebrity, and Topicality in Special Issues
Repurposing Images and Content
Social Media as a Freelancing Tool
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
- 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
- Contrast
Integration 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
- Redesigns
RESEARCH IN BRIEF:
Life's Photojournalism Essay Formula
Visual Depictions of Women of the U.S.-Iraq War in Print and Online Media
SIDEBARS:
You Say Title and I Say Headline
Flipping Through Folios
The Emotional Wallop of Photos
Table of Contents: Location, Location, Location
Coverage of the Celebrity Culture
11. Manufacturing the Magazine: The Production Process
The Production Process
Production Planning
- Break-of-the-Book
- Editorial Needs
- Advertising Placement
- Paper Stock
- Finish
- High Gloss
- Dull Coat
- Matte Coat
- Super-Calendered
Grade
- 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 Proof
Digital Manipulation
The Quality Product
RESEARCH IN BRIEF:
When Desktop Publishing Was New
SIDEBARS:
Advertisers Know Their Place
Adding pages: How Many Before It Pays Off?
Signatures and Color Placement
Request for Printing Estimate
Standard Deviations
The UPC Bar: Check it Out
TABLES:
Traditional Home's Break-of-the-Book
Signatures and Imposition: Saddle Stitch
Signatures and Imposition: Perfect Bound
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
- Falstiy
- 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
RESEARCH IN BRIEF:
Fact Checking: Seeing the Forest and the Tree
SIDEBARS:
Freedom of Information Act After September 11, 2001
Government Censorship and The Masses
One Way to Prevent Libel Suits: Be Polite
Parody Phenomenon: The Highest Form of Flattery
The Name Game
13. Moral Frameworks: Codes of Ethics
Hodges' Essential Questions
Bok's Model
Codes of Ethics
SIDEBARS:
American Society of Magazine Editors Guidelines for Editors and Publishers
American Business Media Editorial Code of Ethics
Society of Professional Journalists Code of Ethics

There are no Instructor/Student Resources available at this time.

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

Making Sense in the Social Sciences - Margot Northey, Lorne Tepperman and Patrizia Albanese

Special Features

• The most authoritative overview available of the history and publication practices of the magazine industry.
• Thorough discussions of editorial content, advertising, business/publishing models, production, design, and law/ethics.

New to this Edition

• Information on new online/digital/multimedia magazines, websites, and blogs.
• Information on new delivery methods such as phone apps, e-readers, and tablets, as well as digital business models (both ad- and subscription-based).
• A new Chapter 2 entitled "The Magazine as a Digital Universe: From Apps to Social Media."
• New digital media discussions and examples throughout existing chapters.