Folio: the Magazine for Magazine Management

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

Articles from Vol. 23, No. 4, March 1

A Time to Reorganize
We ran out money; we ran out of time. You may think it couldn't happen to you, but you're wrong. So be careful. This is a tough column to write. After exploring the art and challenges of publishing a small magazine, and after having written 20 consecutive...
Back to Basics
Rug Hooking started out as a newsletter with a "how-to" focus, but because the subject matter lent itself to photography and illustration of technique, it became apparent that the newsletter should grow into a full-color magazine--one that would showcase...
Build Ad Revenue by Leveraging Your Expertise
When Rodale bought Backpacker from Diamandis Communications in 1988, publisher Peter Spiers and executive director John Viehman had to grapple with many problems. Rodale made a sizable investment to bring the ratebase of the nine-times-a-year consumer...
CompuServe Offers Around-the-Clock Font Buying
For The Newsletter Factory, an Atlanta-based custom publisher of newsletters and magazines, the need for a new font can come at the worst times. "We'll be near deadline, the client will want a certain font we don't have--and suddenly we're in scramble...
Conde Nast Plugs into Wired
After spending nearly a year searching for a passive minority investor to add a fresh infusion of funds, Wired found a most unlikely partner in Conde Nast Publications, a company not usually given to taking a back-seat role in any of its dealings. But...
Enter the Interactive Age in Increments
With demand uncertain, publishers should test the waters before making major investments in electronic delivery. Editor's note: New technologies linking voice and data are beginning to play a big role in the world of electronic communications, but,...
Freelancer Sets off Gates-Gate
Faces were scarlet at National Review last month when the magazine's editors learned that their "exclusive" January 24 cover story had already been published-word for word--in the December issue of The Washingtonian. Furthermore, many of the quotes...
Hearst Zips onto the Superhighway
Following the lead of Time Warner, the Hearst Corp. says it plans to become a major player on the information superhighway. It will be way up in northeast Quebec, where everyone speaks French. But the language of the first 34,000 people signed up for...
How to Find Fame with a Poll
Surveys and polls can be great publicity devices; you just need a little imagination, careful planning and a bit of luck. In the great arsenal of public relations weapons for magazines, one of the most powerful is the survey, or poll. The media seem...
Mags Open the Flood Gates
Where is it written that just because a person is rich, he or she is inherently interesting? Answer: In five highly disparate magazines that scrutinize Microsoft chairman and CEO Bill Gates. His name--or at least his company's name--made it onto the...
Make the Library Connection
If you need to build your paid subscriber base, your library card could turn out to be the ace up your sleeve. In spite of budget cuts and branch closings, libraries are allocating more than $600 million annually for periodicals. If you are intent on...
New Ziff Online Service Offers Unique Graphical Features
Ziff-Davis' new online service could greatly ease publishers' efforts to enter the world of electronic publishing. The Interchange Online Network, which will be available by the fall of 1994, will feature technically oriented articles from the New York...
Quality Time with Your Printer
A war of words won't get you the high standards you want from your printer. There are more practical approaches. Quality. We hear the word all the time. We strive to make our books a reflection of our mastery of it. But what is quality, really? Can...
Safety Net
Publishers should protect themselves by going online, says Jonathan Bulkeley, a magazine executive turned computer-network evangelist. Q: Publishers are increasingly baffled by the array of new-media options. There's CD-ROM, online, and soon, interactive...
Spy Searches for New Owner
In better years, the goings-on at Spy would have been fodder for a biting, humorous feature by the satirical New York title. But with the magazine in disarray, few people involved find the events of the past several months very funny. The expected sale...
Technology Ad Giants Size Up Computer Books
Microsoft, Intel, Hewlett-Packard and other major computer vendors have launched a massive study that could redefine where the billion-dollar high-tech industry spends its advertising money. The study, being carried out by the Austin, Texas-based market...
Tele-Check Payment Still under Study
Check-by-phone technology could become an integral part of many publishers' telemarketing campaigns, but it seems to have a long way to go to gain acceptance with major publishing companies and the public. Still, David Crane, executive vice president...
The 25 Percent Conundrum
Even as the salaries of the editorial elite spiral into six figures, there remains a strange disparity. If, as an editor, your compensation package were worth $225,000 a year, you would be pretty happy, right? Certainly you'd be making more than many...
The Phantom of the Newsstand
Sometimes, the color of money has flesh tones. Consider the 17 shrink-wrapped pallets of Penthouse just unloaded into the cavernous North Bergen, New Jersey, warehouse of Hudson County News, the nation's largest magazine wholesaler. Each pallet holds...
The Shape of Things at WSF
In this, its 20th year, Women's Sports & Fitness is "really coming into its own," says editor and publisher Jane McConnell. Founded by Billie Jean King, the 155,000-circulation, Boulder, Colorado-based title was profitable last year for the first...
Time Inc. Puts Its Money on a Mac
Money isn't alone in spinning off line extensions. But the latest brand extension from the Time Inc. personal-finance monthly, a Money-branded Macintosh computer, is a first for the publishing industry, and could rack up hefty ancillary revenues for...
Waiting for Digital Photography
Nobody doubts the potential of digital photography--just listen to an executive at a recent industry conclave on the subject: "Portable digital cameras are poised to take photography to a whole new level," says Rajiv Mehta, a marketing manager with Apple...
Ziff's New Operating System
Its payroll covers more than 4,000 employees in 58 offices worldwide. The combined circulation for its seven largest domestic titles totaled 3.6 million, while advertising revenues topped $480 million in 1993--outpacing both Hearst and Conde Nast. And...