Folio: the Magazine for Magazine Management

Folio: the Magazine for Magazine Management is a magazine specializing in Media topics.

Articles from Vol. 15, December

Commingling Will Profit Small Titles
Commingling will profit small titles Strasburg, Va.--Although still in its elementary stages of development, commingling will soon provide many smaller-circulation magazines with the same postal pre-sort discounts available to those large magazines...
Folio:'s Circulation Salary Survey
FOLIO:'s Circulation salary survey Have you ever heards a 10-year-old say, "I want to be a circulation manager when I grow up?" Probably not. But that same child may have a keen interest in writing, art, math and computers--and therefore make a fine...
How to Pick Your Ad Agency
How to pick your ad agency Twenty-five years ago, the four largest ad agencies, in order, were J. Walter Thompson, McCann Erickson, Young & Rubicam and BBDO. The four largest consumer magazines, in order, were Reader's Digest, Look, Life and The...
Industry Inducts 10 into Publishing Hall of Fame
Industry inducts 10 into Publishing Hall of Fame NEW YORK CITY--Ten publishing greats were inducted into the Publishing Hall of of Fame this year, bringing to 35 the number of men and women so honored by the industry. Presented at a formal dinner...
Libel Insurance: No More All-or-Nothing
Libel insurance: No more all-or-nothing New York City--The 200 percent to 300 percent libel insurance premium increases of the last couple of years may soon ease a bit, but insurance industry experts don't expect rapid changes or a return to the days...
Licensing and the Value of the Dollar
Licensing and the value of the dollar The dramatic fall in the value of the U.S. dollar vis-a-vis the currencies of many of our key trading partners may cause dismay in the holiday travel industry, but as far as licensing o magazine properties and...
Literature Showcase
LITERATURE SHOWCASE Printer Intell has added fast, new in-line and finishing line capabilities for subscriber and prospect mailings. Now available: Over forty prefolding options, bindery cuts, gates, remoistenable and pattern gluing, on-the-fly...
Making the Best Shot
Making the best shot There are dozens of things you should keep in mind while holding a camera to your eye. But until most of those things become second nature to you, it's easy to tie yourself in knots trying to remember them all. So don't try. Learn...
Managing a Target Account Program
Managing a target account program There is a story that echoes through the halls of one prominent publishing company about a sales representative who had lost one of the company's most prestigious advertisers. The account had run a large schedule for...
Michael Belluomo's 'In Fashion.' (Magazine People)
Michael Belluomo's In Fashion Marilyn Monroe, larger than life and purple, pouts on the office wall while a gilded mermaid clock doesn't keep time. A Chinese pagoda perches on the windowsill. Michael Belluomo sits amid the tacky decorations and...
Publishers Cut Fat in Tight Ad Environment
Publishers cut fat in tight ad environment Given the tight ad environment of the past two years, publishers have been forced to run their companies more efficiently than before. Their objective--to reduce their costs as much as possible while maintaining...
Publishers Vie for College Crowd
Publishers vie for college crowd Name a market in which the majority of members come from wealthy backgrounds and well educated, but, surprisingly, read very few consumer magazines. The answer? The college market. The elusive college student...
Sales Training: Why?
Sales training: Why? As competition for the advertising dollar increases, publishing companies are investing more in developing the professional skills of the company's front line--the sales staff. While the need to train a new or inexperienced salesperson...
Seven Sins in the Production Process
Seven sins in the production process There are at least a thousand ways to do your job poorly in production management. Some of us are better at messing up than others; and a few of us will probably make every posible mistake at least once. To help...
Sponsored Magazines: Competition for Special Interest Publishers?
Sponsored magazines: Competition for special interest publishers? Can you visualize the amount of money spent on advertising in the United States this year? Imagine an enormous pie stuffed with 100 billion $1 bills. Then think of yourself, knife...
The New Paper Market
The new paper market To illustrate just how soft the paper market has become and how competitive the mills are as a result, I will relate a brief, true story. I was recently approached by someone at one of the mills who told me that they had a certain...
Two Elegant Museum Magazines
Two elegant museum magazines Museum publications not only fulfill an educational mission, they also increase museum attendance and provide added revenue. The outstanding example is Smithsonian, published by Washington D.C.'s Smithsonian Institution....
When to Use Cable Television to Increase Subscription Sales
When to use cable television to increase subscription sales The primary medium for generating new subscriptions is direct mail. This is one magazine publishing truth that can truly be called universal. The natural advantage of direct mail for magazine...