How to Start a Magazine
And Publish It Profitably
1st Edition
Published on 25. November 2002
320 pages
978-1-59077-179-2 (ISBN)
Description
Anyone who wants to start a magazine and doesn't own this book is a fool.-Victor Navasky, Publisher, The Nation Timely and informative, this book explains all the steps needed in planning, testing, and executing the startup of a successful magazine. But more than this, the book serves as a resource for understanding how profitable magazine publishing is carried out, as well as the current situation in the magazine field, including branding over the Internet and other media.
More details
Language
English
Place of publication
New York
United States
Publishing group
Globe Pequot Press
File size
3,77 MB
ISBN-13
978-1-59077-179-2 (9781590771792)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
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11/2002
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Person
By James B. Kobak
Content
- Cover
- Title Page
- Copyright Page
- Table of Contents
- Dedication Page
- Preface: How this Book is Organized
- Introduction: Some Immutable Laws of Magazine Publishing
- Part I: Basics about Magazines
- 1: The Wonderful World of Magazines
- 2: Just What is a Magazine?
- 3: Is Communication Wanted?
- 4: Why a Magazine-Why not Something Else?
- 5: What is a Successful Magazine?
- 6: Magazines are not Just Needed-They must be Wanted
- 7: Magazine Publishing is not a Management-Intensive Business, Including Lessons to be Learned from the Curtis Publishing Company
- 8: The Life Cycle of a Magazine
- 9: Curing the Sick Magazine
- 10: Resurrection of a Dying-Or Dead-Magazine
- 11: Why Some Magazines Succeed and Others Fail
- 12: Start-Ups: The Record for Existing Publishing Companies
- 13: Why and how Existing Companies can Start Magazines
- 14: Mythology of New Magazines
- Part II: What is Involved in Starting a Magazine
- 15: Steps in Starting a Magazine
- 16: Starting a Magazine is like Nothing you have Ever Done before-Even if you have Done it before
- 17: The Launch Scenario
- 18: If you can't Say it in Ten Words or Less, you don't Know what your Magazine is All about
- 19: Print a Pilot Issue-How else can you or Anyone else Know what the Magazine will be like?
- 20: The Business Plan
- 21: Test, Test, Test-Find Every Possible Way to Take the Risk out of the Project
- 22: Testing a New Magazine through Direct Mail
- 23: Testing-Sale of Subscriptions through Agents
- 24: Testing-Through the Sale of Single Copies
- 25: Testing-Sale of Advertising
- 26: What People do you Need-And when?
- 27: The Magazine's Name
- 28: Raising Money
- 29: Now that you've Raised Money for a New Magazine, here are 186 Things you must be Sure to do
- Part III: The Various Operations in Publishing a Magazine
- 30: Organization of a Magazine
- 31: Getting the Most from Outside Professionals
- 32: Basics of a Magazine's Editorial
- 33: The Editor as a Marketer
- 34: Basics of a Magazine's Advertising
- 35: Advertising-Positioning
- 36: Advertising-Sales Tools
- 37: Advertising-Promotion
- 38: Advertising-Compensating Salespeople
- 39: Getting Started in Advertising
- 40: Basics of a Magazine's Circulation
- 41: Current Circulation Situation Confronting the Major Consumer Magazines
- 42: Circulation Audit Organizations
- 43: Ways to Get and Keep Subscribers
- 44: Fulfillment: My Good Customer J002684RO6JIBD23C
- 45: Outsourcing Subscription Fulfillment
- 46: Subscription Source Evaluation
- 47: The Confusing Single-Copy Sales Business
- 48: Getting Started in Single-Copy Sales
- 49: Basics of a Magazine's Production
- 50: Production and the New Magazine
- 51: Printing, Paper, and Distribution
- 52: Keeping Track of what's Going on
- 53: Using the Figures-A Case Study
- 54: Records you Might Need
- 55: Planning
- 56: Magazine Budgeting-A Case Study
- 57: Use of Computer Models
- 58: The Internet
- Part IV: Making the Most of a Magazine's Strong Brand
- 59: Brand Extensions-Integrated Marketing
- 60: Brand Extensions for Consumer Magazines
- 61: Brand Extensions for Business Magazines
- 62: Brand Extensions-Database Marketing
- 63: Brand Extensions-International
- 64: Brand Extensions-Books
- 65: Brand Extensions-The Internet
- 66: Custom Publishing
- Appendices: Facts about the Business and Sources of Information
- A: Recent History of Magazines
- B: Sources of Information
- C: Organizations Serving the Field
- D: Publications Serving the Field
- E: Postal Classifications and Rates
- F: Major Suppliers and Consultants
- G: Glossary
- Index
