How to Start a Magazine
by Kobak, James B.Format: Hardcover
Pub. Date: 2002-11-01
Publisher(s): M Evans & Co
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Summary
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.
Table of Contents
| Preface: How This Book Is Organized | p. 8 |
| Introduction: Some Immutable Laws of Magazine Publishing | p. 10 |
| Basics about Magazines | |
| The Wonderful World of Magazines | p. 13 |
| Just What Is a Magazine? | p. 17 |
| Is Communication Wanted? | p. 19 |
| Why a Magazine - Why Not Something Else? | p. 20 |
| What Is a Successful Magazine? | p. 21 |
| Magazines Are Not Just Needed - They Must Be Wanted | p. 22 |
| Magazine Publishing Is Not a Management-Intensive Business, Including Lessons to Be Learned from the Curtis Publishing Company | p. 23 |
| The Life Cycle of a Magazine | p. 26 |
| Curing the Sick Magazine | p. 34 |
| Resurrection of a Dying - or Dead - Magazine | p. 39 |
| Why Some Magazines Succeed and Others Fail | p. 42 |
| Start-ups: The Record for Existing Publishing Companies | p. 47 |
| Why and How Existing Companies Can Start Magazines | p. 51 |
| Mythology of New Magazines | p. 54 |
| What Is Involved in Starting a Magazine | |
| Steps in Starting a Magazine | p. 59 |
| Starting a Magazine Is Like Nothing You Have Ever Done Before - Even If You Have Done It Before | p. 60 |
| The Launch Scenario | p. 62 |
| If You Can't Say It in Ten Words or Less, You Don't Know What Your Magazine Is All About | p. 68 |
| Print a Pilot Issue - How Else Can You or Anyone Else Know What the Magazine Will Be Like? | p. 70 |
| The Business Plan | p. 72 |
| Test, Test, Test - Find Every Possible Way to Take the Risk out of the Project | p. 85 |
| Testing a New Magazine through Direct Mail | p. 87 |
| Testing - Sale of Subscriptions through Agents | p. 94 |
| Testing - Through the Sale of Single Copies | p. 95 |
| Testing - Sale of Advertising | p. 98 |
| What People Do You Need - and When? | p. 99 |
| The Magazine's Name | p. 103 |
| Raising Money | p. 109 |
| How That You've Raised Money for a New Magazine, Here Are 186 Things You Must Be Sure to Do | p. 121 |
| The Various Operations in Publishing a Magazine | |
| Organization of a Magazine | p. 129 |
| Getting the Most from Outside Professionals | p. 135 |
| Basics of a Magazine's Editorial | p. 143 |
| The Editor As a Marketer | p. 149 |
| Basics of a Magazine's Advertising | p. 156 |
| Advertising - Positioning | p. 162 |
| Advertising - Sales Tools | p. 166 |
| Advertising - Promotion | p. 170 |
| Advertising - Compensating Salespeople | p. 172 |
| Getting Started in Advertising | p. 177 |
| Basics of a Magazine's Circulation | p. 180 |
| Current Circulation Situation Confronting the Major Consumer Magazines | p. 188 |
| Circulation Audit Organizations | p. 190 |
| Ways to Get and Keep Subscribers | p. 191 |
| Fulfillment: My Good Customer J002684RO6JIBD23C | p. 199 |
| Outsourcing Subscription Fulfillment | p. 202 |
| Subscription Source Evaluation | p. 204 |
| The Confusing Single-Copy Sales Business | p. 210 |
| Getting Started in Single-Copy Sales | p. 215 |
| Basics of a Magazine's Production | p. 217 |
| Production and the New Magazine | p. 220 |
| Printing, Paper, and Distribution | p. 223 |
| Keeping Track of What's Going On | p. 227 |
| Using the Figures - A Case Study | p. 238 |
| Records You Might Need | p. 241 |
| Planning | p. 244 |
| Magazine Budgeting - A Case Study | p. 247 |
| Use of Computer Models | p. 254 |
| The Internet | p. 257 |
| Making the Most of a Magazine's Strong Brand | |
| Brand Extensions - Integrated Marketing | p. 261 |
| Brand Extensions for Consumer Magazines | p. 263 |
| Brand Extensions for Business Magazines | p. 264 |
| Brand Extensions - Database Marketing | p. 266 |
| Brand Extensions - International | p. 268 |
| Brand Extensions - Books | p. 270 |
| Brand Extensions - The Internet | p. 273 |
| Custom Publishing | p. 275 |
| Facts about the Business and Sources of Information | p. 279 |
| Index | p. 316 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
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