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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 | |