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