Folio: the Magazine for Magazine Management

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

Articles from Vol. 16, January

American Express: Worldwide Publisher
American Express: Worldwide publisher It would be hard to find a better example of the surprising and successful growth of corporate magazine publishing than American Express. The company first caught the attention of the magazine world with Travel...
A Publisher's Guide to Tax Reform
A publisher's guide Tax experts tell how tax reform affects you and your business As an economist, my usual role is to fly over something like the 1986 Tax Act and try to see it whole from 30,000 feet. I'm going to do a little bit of that to begin,...
Closing the Credibility Gap
Closing the credibility gap Every good direct response copywriter recognizes that he or she must be a salesperson and not be shy about asking for the order in his or her promotion pieces. In addition, almost every good direct response copywriter...
Gil Maurer: Publisher of the Year
Gil Maurer: Publisher of the year Gil Maurer flips through the small artist's sketchbook he habitually carries. There, in pen and ink and watercolor, is the Yorkshire manor house of Brideshead Revisited fame; there is his ranch in San Simeon, California....
Judges Critique FOLIO:'s Circulation Direct Marketing Awards
FOLIO:'S Circulation DirectMarketing Awards This year FOLIO: gave 14 Gold and u6 Silver Awards, and nine Certificates Of Merit in its Fifth Annual Circulation Direct Marketing Awards program. Outstanding promotion efforts in 12 direct mail categories...
Loose Enclosures: Understanding Your Options
Loose enclosures: Understanding your options Publishers are asking many questions about the use of loose enclosures: What are permissible enclosures? What regulations must publishers adhere to when they enclose loose supplements with their magazines?...
Maintaining Editorial Integrity
Maintaining editorial integrity Editorial integrity can be simply defined: It means putting your readers' best interests ahead of every other consideration of what will go in your publication. And that includes considerations about ad sales, direct...
Penthouse: When Sex Doesn't Sell
Penthouse: When sex doesn't sell "Celibacy--the hot new lifestyle," the cover line blared. Good line, but the small irony is that it appeared on Penthouse. Not that Penthouse is coming clean, but nonetheless the company and its chairman, Bob Guccione,...
Proof for Doubters: Trade Ads Improve Sales
Proof for doublters: Trade ads improve sales New York City--Business-to-business advertising works. The evidence, a study recently published by the Association of Business Publishers (ABP), shows that product sales will increase as business-to-business...
Report from Distripress
Report from Distripress Distripress 1986 came at what seems to be the end of the long nightmare of irrational currency exchange rates, wildly fluctuating cover prices, and illusory double-digit sales increases. Helsinki, Finland, where the event...
Supereditor: Making the Myth Work
Supereditor: Making the myth work Bradford Brownline has been the editor in chief of a successful special interest magazine for two years. He's a nationally respected authority on his book's subject matter and a good writer as well. But he's perceived...
Typesetting: Streamlining Your Interface Procedures
Typesetting: Streamlining your interface procedures What a conincidence: My Folio: editor is expecting something witty and intelligent about streamlining your interface procedures--and at this very minute I am working with an interface. This old...
Working Productively with Your Printer
Working productively with your printer Technology has changed the ways production managers work with printers. Once, a trip to the printer at press time was considered mandatory. although some production managers still make such treks, most do not....