How to Start a Magazine - And Publish It Profitably

ISBN-10: 0871319276

ISBN-13: 9780871319272

Edition: 2002

Authors: James B. Kobak
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Description: Included in this book are explanations of all the steps needed in planning, testing and executing the startup of a successful magazine, giving the reasons for and examples for each step.

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Book details

List price: $29.95
Copyright year: 2002
Publisher: M. Evans & Company, Incorporated
Publication date: 9/24/2002
Binding: Hardcover
Pages: 320
Size: 7.25" wide x 9.25" long x 1.25" tall
Weight: 1.584
Language: English

He has been involved in advising publishers of both books & magazines since 1946. He has been on the board of a number of publishing houses, has invested in both successful & unsuccessful magazines & for a number of years owned Kirkus Reviews. He live in Darien, Connecticut.

Preface: How This Book Is Organized
Introduction: Some Immutable Laws of Magazine Publishing
Basics about Magazines
The Wonderful World of Magazines
Just What Is a Magazine?
Is Communication Wanted?
Why a Magazine - Why Not Something Else?
What Is a Successful Magazine?
Magazines Are Not Just Needed - They Must Be Wanted
Magazine Publishing Is Not a Management-Intensive Business, Including Lessons to Be Learned from the Curtis Publishing Company
The Life Cycle of a Magazine
Curing the Sick Magazine
Resurrection of a Dying - or Dead - Magazine
Why Some Magazines Succeed and Others Fail
Start-ups: The Record for Existing Publishing Companies
Why and How Existing Companies Can Start Magazines
Mythology of New Magazines
What Is Involved in Starting a Magazine
Steps in Starting a Magazine
Starting a Magazine Is Like Nothing You Have Ever Done Before - Even If You Have Done It Before
The Launch Scenario
If You Can't Say It in Ten Words or Less, You Don't Know What Your Magazine Is All About
Print a Pilot Issue - How Else Can You or Anyone Else Know What the Magazine Will Be Like?
The Business Plan
Test, Test, Test - Find Every Possible Way to Take the Risk out of the Project
Testing a New Magazine through Direct Mail
Testing - Sale of Subscriptions through Agents
Testing - Through the Sale of Single Copies
Testing - Sale of Advertising
What People Do You Need - and When?
The Magazine's Name
Raising Money
How That You've Raised Money for a New Magazine, Here Are 186 Things You Must Be Sure to Do
The Various Operations in Publishing a Magazine
Organization of a Magazine
Getting the Most from Outside Professionals
Basics of a Magazine's Editorial
The Editor As a Marketer
Basics of a Magazine's Advertising
Advertising - Positioning
Advertising - Sales Tools
Advertising - Promotion
Advertising - Compensating Salespeople
Getting Started in Advertising
Basics of a Magazine's Circulation
Current Circulation Situation Confronting the Major Consumer Magazines
Circulation Audit Organizations
Ways to Get and Keep Subscribers
Fulfillment: My Good Customer J002684RO6JIBD23C
Outsourcing Subscription Fulfillment
Subscription Source Evaluation
The Confusing Single-Copy Sales Business
Getting Started in Single-Copy Sales
Basics of a Magazine's Production
Production and the New Magazine
Printing, Paper, and Distribution
Keeping Track of What's Going On
Using the Figures - A Case Study
Records You Might Need
Planning
Magazine Budgeting - A Case Study
Use of Computer Models
The Internet
Making the Most of a Magazine's Strong Brand
Brand Extensions - Integrated Marketing
Brand Extensions for Consumer Magazines
Brand Extensions for Business Magazines
Brand Extensions - Database Marketing
Brand Extensions - International
Brand Extensions - Books
Brand Extensions - The Internet
Custom Publishing
Facts about the Business and Sources of Information
Index
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