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| The Enduring Medium | |
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| Foreword | |
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| Preface | |
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| The Magazine as a Storehouse: The Scope of the Medium | |
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| 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 | |
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| 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 | |
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| The Future of Magazines | |
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| Research In Brief:Magazine Uses and Gratifications | |
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| Sidebars:City Magazines: Catering to Instant Status and Ego Gratification | |
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| Why a Magazine: eco@home | |
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| Tables:Circulation Leaders: Top Ten American Magazines | |
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| The Magazine as a Digital World | |
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| Diving into Digital- Reading the Audience- A New World- Learning Curve- Opportunities- Challenges | |
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| Websites- Flexible Format- Navigation- Design- Traffic Signs- Analytics- Search Engine Optimization (SEO)- Syndication- E-Mail Newsletters | |
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| Social Media- Facebook- Twitter- More Ways to Socialize- Video Sharing- Photo Sharing- Location-Based Services- E-Commerce | |
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| Mobile- A Niche Within a Niche- A Growing Market | |
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| Tablets and E-Readers- Electronic Book Readers- Tablets | |
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| What the Future Holds | |
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| Research In Brief:Changing the Rules of Engagement | |
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| Sidebars:Technology from Cover to Cover | |
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| From Print to iPad: One Journalist's Journey | |
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| The Digital Newsstand | |
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| Tables:Where People Use Their Digital Devices | |
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| The Magazine as a Marketplace: The Role of Advertising | |
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| Why Advertisers Choose Magazines- Credibility- Reader Quality- Highly targeted- High income and education- Ethnically diverse- Committed and responsive- Product- Brands- Ancillary Products- Advertising Rates | |
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| Who Advertises in Magazines | |
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| Where They Advertise | |
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| The Birth of Advertising in Magazines | |
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| Advertising-Editorial Conflicts- Complementary Editorial- Adjacencies- Entire Issue Sponsorship- Advertisers on the Cover | |
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| Responsibility to the Reader | |
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| Research In Brief:Magazine-Made America | |
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| Confidence in the Good Housekeeping Seal of Approval | |
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| Sidebars:What Do People Read in the Bathroom? | |
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| Magazine Numbers: Who's Counting? | |
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| 360 Degrees of Connection | |
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| CPM: The Little Number with the Big Job | |
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| Tables:Top Advertisers in 2010 and Their Spending | |
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| Advertising Income and Circulation for the Saturday Evening Post | |
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| 1954 and 2004 Circulation Figures for General Interest Magazines | |
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| The Magazine as a Historical Document: Trends over Time | |
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| The Beginning | |
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| Literacy and Education- Eighteenth Century: Educated Elite- Nineteenth Century: Rising Literacy- Twentieth Century: Niche Audiences | |
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| Content- Eighteenth Century: Assorted Articles- Nineteenth Century: Material Mania- Twentieth Century: Subtle Specialization | |
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| Appearance- Eighteenth Century: Deficient Design- Nineteenth Century: Engraved Embellishments- Twentieth Century: Popular Photography | |
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| Transportation and Delivery- Eighteenth Century: Limited Restraints- Nineteenth Century: Postal Improvements- Twentieth Century: Complex Costs | |
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| Production and Technology- Eighteenth Century: Intensive Hand Labors- Nineteenth Century: Mass Production Procedures- Twentieth Century: Technological Techniques | |
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| Research In Brief:Portrayal of Women in 18th Century Magazines | |
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| Magazines and Memory | |
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| Sidebars:British Magazines Take Precedence by a Decade | |
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| Roll Call of Famous Authors | |
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| Urban Humor in 19th Century Magazines | |
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| Tables:The Magazine Century Club | |
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| Magazine Trends | |
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| Gone But Not Forgotten: Some Significant Magazines of the 18th and 19th Centuries | |
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| The Magazine as a Social Barometer: Political and Cultural Interaction | |
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| The Interaction of Magazine and Society | |
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| Magazines as Political Influences- Agenda Setters | |
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| Advocacy | |
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| Political Influences on Magazines- Independence- Abolition- The Cold War- Civil Rights- Vietnam Era- Watergate- Feminism- September 11, 2001- Obama Election | |
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| Magazines as Cultural Influences- Community Builders- Giving voice to groups- Business, trades, and organizations- Reader-to-reader relationships- Symbolic Meaning- Pseudoworlds- Pseudoevents | |
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| 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 | |
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| Research In Brief:Agenda Setting | |
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| Mixed Messages on Women | |
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| Creation of Community for A Taste of Home | |
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| Sidebars:Reactions to Race and Rights | |
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| Magazine Deaths and Terrorist Acts in 2001 | |
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| Sex and the Single Magazine | |
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| The Magazine's Blueprint | |
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| Conceptualizing the Magazine: Formulas for Success | |
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| Magazine Success and Failure | |
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| Mission Statement- Title- Magazine Purpose- Inform- Interpret- Entertain- Advocate- Provide Service | |
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| Type of Content- Editorial- Design- Advertising- Advertising hybrids- advertorials (?how to distinguish from other italicized heading?)- inserts- outserts- Voice | |
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| Editorial Formula- Advertising and Editorial Pages- Departments and Columns- Features- Placement of Content | |
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| Audience | |
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| Anatomy of a Failure | |
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| Launches and Life Cycles- Emergence of the Audience- Creation of the Magazine- Growth and Change- Refocus or Death | |
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| Living to a Ripe Old Age | |
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| Research In Brief: Teens Got Sassy, Advertisers Got Nervous | |
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| Sidebars: Print and Online Vision: Men's Health | |
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| Ad-Free Magazines | |
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| A Multi-Platform Approach: The Atlantic | |
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| Consistency with an Element of Surprise: Harper's Formula | |
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| Flair Meets Flaunt: Twins Born 50 Years Apart? | |
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| Anatomy of an Advertorial | |
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| Magazine Business Plans: Determining the Bottom Line | |
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| The Magazine Budget- Revenue- Expenses- Advertising- Subscriptions- Single copies- Editorial- Production- Distribution- Advertising/operating costs- Operating profit | |
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| The Business Plan | |
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| The Marketing Plan- Advertising Promotion | |
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| Circulation Promotion- Bringing the reader to you- Direct marketing- Other media- Insert cards- Free content- Test issues- Sponsored circulation- Value added- Renewals | |
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| Frequency | |
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| 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 | |
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| Executive Summary of Profitablity- Income- Expenses | |
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| Research In Brief: Women Wielding Power at the Top | |
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| Sidebars: Including Digital in the Budget Mix | |
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| New Tools to Measure Digital Readership | |
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| Public Relations Techniques: Innovation Sells | |
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| Finding Fulfillment | |
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| The Newsy and the Beast | |
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| Magazine Salaries: A Glimpse at the Field | |
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| Tables: Magazine Revenues and Expenses | |
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| Business Plan Executive Summary of Profitability | |
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| Magazine Structures: Staff Organization | |
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| Who's Running the Show?- Creative Positions- Editor-in-chief- Visionary- Manager- Marketer- Managing Editor- Executive Editor- Content Editor- Creative Editor- Art Director | |
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| 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 | |
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| Magazine Ownership- Consumer and Trade Magazine Owner- Publicly Owned- Privately Owned- Organization Magazine Ownership- Association Magazines- Public Relations Magazines- Custom Magazines | |
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| Mergers and Acquisitions- Corporate Conflicts of Interest- Publishers Owning Advertisers | |
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| The Work Environment | |
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| Research In Brief: Magazine Careers 1850-1926: Inhospitable Climate for Women | |
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| Are Digital Versions Second-Class Citizens? | |
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| Online Editors: Young and Flexible | |
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| Sidebars: Long Live The New Yorker: An Editorial Genealogy | |
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| Some Top Magazine Publishing Houses | |
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| Anatomy of a Masthead | |
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| Two Takes on a Title | |
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| The Places They Went | |
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| What an Editor Does in a Day | |
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| Tables: Meredith Corporate Chart | |
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| Better Homes and Gardens Flow Chart | |
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| The Magazine's Content | |
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| Molding the Magazine's Content: Editorial Style | |
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| 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 | |
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| The Editor and the Reader | |
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| Research In Briefs: Readers Don't Care About Bad Journalism | |
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| Media Concepts and the Ideal Reader | |
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| Sidebars: Marriages Still Being Saving by Ladies' Home Journal | |
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| A Little Extra on the Side: Sidebars and Tip Boxes | |
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| Awards: A Measure of How Well Magazines Serve Their Readers | |
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| The Two-page, 800-word People Profile | |
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| Longevity, Celebrity, and Topicality in Special Issues | |
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| Repurposing Images and Content | |
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| Social Media as a Freelancing Tool | |
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| Creating the Magazine's Look: Designs for Readability | |
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| Form Follows function | |
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| 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 | |
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| 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 | |
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| 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 | |
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| Research In Brief: Life's Photojournalism Essay Formula | |
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| Visual Depictions of Women of the U.S.-Iraq War in Print and Online Media | |
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| Sidebars: You Say Title and I Say Headline | |
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| Flipping Through Folios | |
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| The Emotional Wallop of Photos | |
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| Table of Contents: Location, Location, Location | |
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| Coverage of the Celebrity Culture | |
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| Manufacturing the Magazine: The Production Process | |
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| The Production Process | |
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| Production Planning- Break-of-the-Book- Editorial Needs- Advertising Placement- Paper Stock- Finish- High Gloss- Dull Coat- Matte Coat- Super-Calendered | |
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| 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 | |
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| Digital Manipulation | |
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| The Quality Product | |
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| Research In Brief: When Desktop Publishing Was New | |
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| Sidebars: Advertisers Know Their Place | |
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| Adding pages: How Many Before It Pays Off? | |
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| Signatures and Color Placement | |
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| Request for Printing Estimate | |
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| Standard Deviations | |
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| The UPC Bar: Check it Out | |
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| Tables: Traditional Home's Break-of-the-Book | |
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| Signatures and Imposition: Saddle Stitch | |
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| Signatures and Imposition: Perfect Bound | |
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| Magazine Legalities: Understanding the Law | |
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| Access to Information- Fair Access- Protecting Sources- Freedom of Information Act- Sunshine Laws- Access to Information During Wartime | |
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| Prior Restraints- National Security- Administration of Justice- Unequal Taxation | |
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| Magazine Distribution and Sales | |
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| Libel- Publication- Identification- Defamation- Falstiy- Fault- Public Officials- Public Figures- Actual Malice- Negligence- Libel Defenses- Truth- Fair Comment and Criticism- Privilege- Statute of Limitations | |
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| Invasions of Privacy- Embarrassing Private Facts- Intrusion- False Light- Appropriation | |
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| Intentional Infliction of Emotional Distress | |
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| Third-Party Liability- Incitement- Negligence- Endorsement- Advertising | |
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| Copyright- Original Works- Tangible Medium- Ownership- Fair Use | |
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| Obscenity | |
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| Research In Brief: Fact Checking: Seeing the Forest and the Tree | |
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| Sidebars: Freedom of Information Act After September 11, 2001 | |
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| Government Censorship and The Masses | |
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| One Way to Prevent Libel Suits: Be Polite | |
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| Parody Phenomenon: The Highest Form of Flattery | |
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| The Name Game | |
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| Moral Frameworks: Codes of Ethics | |
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| Hodges' Essential Questions | |
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| Bok's ModelCodes of Ethics | |
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| Sidebars: American Society of Magazine Editors Guidelines for Editors and Publishers | |
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| American Business Media Editorial Code of Ethics | |
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| Society of Professional Journalists Code of Ethics | |