A complete, insider's guide to the magazine industry, for anyone interested in the business.This book provides a timely, all-inclusive look at this alluring business. It explores advertising, marketing, circulation principles, production, and editorial techniques in detail. It examines the current state of the industry -- social, technological and economic. Part of the Allyn & Bacon Series in Mass Communication.Media professionals, students, and anyone interested in the magazine industry.
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A complete, insider's guide to the magazine industry, for anyone interested in the business.This book provides a timely, all-inclusive look at this alluring business. It explores advertising, marketing, circulation principles, production, and editorial techniques in detail. It examines the current state of the industry -- social, technological and economic. Part of the Allyn & Bacon Series in Mass Communication.Media professionals, students, and anyone interested in the magazine industry.
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Most Helpful Customer Reviews
21 of 21 people found the following review helpful:
4.0 out of 5 stars
Definintely worth it,
By
This review is from: Magazine Publishing Industry, The: (Part of the Allyn & Bacon Series in Mass Communication) (Paperback)
Don't let the other reviewers sway you; this book is excellent for startups as well as those interested in a career with a major publisher. Less than 100 pages into it I knew what I will be up against when I begin printing my publication.The book is divided up into the major components of magazine publishing--editorial, advertising, circulation, manufacturing. It is loaded with useful information including management structure, revenue sources, industry jargon, legal issues, and a little history for those interested. This is not a book to be read for inspiration, as many "Start Your Own Business" books tend to be. But if its information you crave, as I do, you'll be just as engrossed as I did. Most of us interested in starting our own magazine are doing so for the editorial content, not because we want to sell advertising space or execute direct mailings to potential subscribers. Most of us are at least a little familiar with what it takes to create and manage the content. Of particular use to me were the sections on circulation and manufacturing--the not-so-fun, but necessary components of a publication. The major drawback is, of course, that this book doesn't provide any kind of roadmap to starting a magazine, nor does it provide examples or case studies of small-circulation publications. Of course, that is probably not what the authors were trying to do. Overall, though, I'm glad I purchased this title.
18 of 19 people found the following review helpful:
4.0 out of 5 stars
Great data, lousy tips.,
By
This review is from: Magazine Publishing Industry, The: (Part of the Allyn & Bacon Series in Mass Communication) (Paperback)
This book is more a text for communications students than for someone looking for starting a magazine. But that doesn't mean it isn't usefull. The problem is that the book itself isn't very friendly to startups. Their advice is that you shouldn't try making a magazine unless you have half a million dollars. But we know Forbes started much like a cheap newsletter. My advice, buy the book, enjoy the facts and don't lisen to their disscouraging recommendations.
8 of 8 people found the following review helpful:
4.0 out of 5 stars
Ideal textbook for those with amateur interest in this biz.,
By A Customer
This review is from: Magazine Publishing Industry, The: (Part of the Allyn & Bacon Series in Mass Communication) (Paperback)
If you are looking for fast-paced, action-packed literary adventure, indeed, you will likely agree with my fellow reader from Iowa. But if your primary desire is for a crash course on the fundamentals of magazine publishing - from editing and producing to marketing and distributing - this book will satisfy you undoubtedly. The authors have grounded their analysis in conventional approaches to the industry, but have placed it against a backdrop of current practices and strategies. This is the fourth book I have read in the past two weeks to prepare myself for an attempt to launch a new publication. The first three books were either too complex, to pedestrian, or simply misguided. I will sit down today and begin to read this book for the second time, and then perhaps even a third.
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