Folio: the Magazine for Magazine Management

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

Articles from Vol. 28, No. 5, April 15

Advanstar's IPO Objective: Fund Further Growth
Offering, latest in a string from publishers, would raise $200M. Advanstar Communications Inc. last month indicated plans to jump into the public equities market, filing a registration statement with the Securities and Exchange Commission for an...
Alan Webber, William Taylor and Patrick Mitchell
They created the first of the "new economy" titles. It's anything but business as usual in the pages of Fast Company. The energetic, cheeky and visually engaging title appeals as much to readers' individualism as it does to their practical business...
Ann Moore
She expanded the lucrative People Weekly franchise with a succession of winning spin-offs, including In Style and Teen People. When Ann Moore was put in charge of People Weekly in 1993, her directive was simple but daunting: Grow the successful...
Bob Butterworth
His lawsuit against American Family Publishers ignited a firestorm of protests about sweepstakes. Bob Butterworth can separate his life into two parts: The first is the 55 years he spent working his way from police officer to Florida Attorney General;...
Cameron Bishop and Ronald Wall
They're charged with doubling the size of one of the largest, fastest-growing and most profitable b-to-b publishers. In the still highly distributed b-to-b publishing industry, a handful of major companies stand out--Cahners, Miller Freeman and,...
Cathleen Black
By briefly resigning Hearst's membership in PIB last year, the forced it to change its guidelines. Meeting challenges head-on is typical of Hearst Magazines president Cathleen Black, says American Express Publishing CEO Anthony Morgano. She joined...
Christie Hefner
She used her magazine's core brand to create a strong array of ancillary products. Christie Hefner has successfully leveraged the popularity of the 45-year-old Playboy into a global consumer and multimedia brand. Forget about the 15 million readers...
Christy Haubegger
She created the first bilingual mass-market magazine for Hispanic women. Christy Haubegger remembers being 10 years old, standing in the checkout line at the grocery store with her adoptive mother, and examining the women's magazines. What she registered...
David Carey
He pushed ABC to implement the Statement Plus option. David Carey started out looking for a better way to tell The New Yorker's story to potential advertisers. He ended up helping the Audit Bureau of Circulations institute a Statement Plus option...
Don Logan
By decentralizing, he reinvigorated a publishing powerhouse. When Don Logan arrived at Time Inc. in 1992, it was the country's largest magazine publishing company. In a way, that was its problem, Logan says. The company was coming off its third...
Don Welsh
His travel magazine has found initial success by focusing on serving budget-conscious vacationers. Last year Don Welsh, 55, took his expertise as creator of Muppet Magazine and Barbie and applied the same licensed approach to the travel industry....
Felix Dennis
He introduced a racy and raucous new voice to the men's category, capturing the imagination of nearly a million readers. Maxim, the British transplant men's magazine, has generated a ton of press coverage since arriving in the United States in April...
Folio: Plus
Ideas! Ideas! Ideas! And More Ideas for Successful Magazine Management * Marketing on the Net: The Challenge Is Structural Publishers are increasingly looking at the Web as a marketing vehicle--and for good reason. Some magazines are beginning...
Forum: Can Sweepstakes Survive?
As assaults on the sweeps continue this year, reports are that responses from recent mailings have been off by as much as 75 percent. With national regulations looming and consumer confidence ebbing, the question is how productive sweepstakes can be...
Frank Scott
A leader in all-digital magazine production. While most publishers are only reading about computer-to-plate printing, the most progressive are evolving their ink-on-paper workflows into fully digital manufacturing operations. The leader in this...
Gerald Hobbs and John Wickersham
These executives have worked together to rapidly and selectively expand VNU USA'S Bill Communications unit. With a spate of acquisitions under their belts, VNU USA chairman and CEO Gerald Hobbs and Bill Communications CEO John Wickersham are quickly...
James Dunning Jr
Before selling me Petersen Cos. to Emap, he transformed the company into a publicly traded special-interest consumer publishing giant. As much as any other publishing executive, James. Dunning has led the march toward aggregation. In the last year...
Jeff Ballowe Barry Golson, Jim Spanfeller
They created in Yahoo! Internet Life a rare entity--a successful consumer magazine about the Web. The essential challenge for any publisher is to combine brand, content and talent in a way that produces a winning magazine. Rarely has that challenge...
John French and Steve Weitzner
A powerful example of Internet "co-opetition" and innovation. There's been a lot of talk about building relationships with customers through the Internet, but how about building relationships with archrivals? That's what happened in August 1998...
John Skipper
He translated ESPN's irreverent reporting style into a genre-expanding magazine launch in 1998. When Disney bought ESPN in 1996, the cable channel's only print representation was Total Sports, a title intermittently published through Hearst. The...
Keith Clinkscales
An innovator in event marketing. Keith Clinkscales, president and CEO of Vibe, says that in the fickle young-adult music category, events have been crucial in differentiating Vibe from its competitors. "We see ourselves as a leader, but at the same...
Marshall Freeman
In an era of intense consolidation, he has kept a spotlight on human-resources issues. Publishing company boardrooms resound with talk of corporate strategy, new-product development and growing revenues and profits. But over the past year, one voice...
Michael Loeb
His company's continuous-service technique represents a breakthrough in subscription marketing. Almost a decade ago, Michael Loeb had a revelation. It occurred to him that magazines were marketed as products, not services. "They were being sold...
Mike Cole, Arnie Consdorf, Jerry Steinbrink John Sateja
This team created a powerful b-to-b Web hub that has a clearly defined objective beyond promoting magazines. Cahners Business Information's Manufacturing Marketplace started out as a Web-based guide to 58,000 companies, products and services, and...
Mike Hagan and Mike Mcnulty
They've increased publishers' awareness of the Internet's threat to established b-to-b markets. In 1995, many publishers were still trying to decide whether a Web presence was worth the investment of time and money. But VerticalNet senior vice president...
Mike Hanley and Mike Wood
They've set the standard for building a series of mutually complementary products in a highly focused market. When Mike Hanley and Mike Wood first met in the early seventies, Wood jokes, "We hated each other." They were selling ads for competing...
Mitchell Fox
He increased advertisers' faith in Vanity Fair and set record ad-page growth in the nineties. Vanity Fair publisher Mitchell Fox joined Conde Nast, the story goes, when, as senior vice president of sales promotion for Bergdorf Goodman, he so impressed...
Myrna Blyth
With More, Blyth is pioneering a magazine for an up-and-coming market--aging, female baby boomers If wisdom comes with age, Meredith Corp. is getting wise with More, a women's service magazine targeting female readers over 40. The brainchild of...
Nancy Macagno
She successfully tapped online's elusive revenue stream--circulation. There's no such thing as a free lunch, as the saying goes--except maybe on the Internet, where few publishers have figured out how to get readers to pay their way. Enter Consumer...
Richard Baker
The designer who refined the look of Us is known for clean type and densely composed layouts. Art director Richard Baker's clean type, narrow color palettes and densely composed layouts are all hallmarks of the look of Us, where he developed a style...
Richard Lawton
He's proven the benefits of category management and scan-based trading. Since Richard Lawton joined Barnes & Noble as vice president of the newsstand sales division in October 1997, he has been intent on shaking up the status quo--and he is...
Rich Jacobsen
He's creating a model for efficiency in the single-copy industry. Rich Jacobsen, president and CEO of Time Distribution Services, says it's his "big mouth" that has made him renowned in the world of single-copy distribution. In reality, Jacobsen...
Robert Krakoff
He created a plan to grow Advanstar through acquisitions and launches, and positioned it for an IPO. Any accounting of the most acquisitive companies of the last year or so has to include Advanstar Communications. The company has made 24 acquisitions...
Sam Wolgemuth
Through a series of equity partnerships, he underwrote entrepreneurs' dreams and built a $90 million company. Most magazine executives use a combination of three methods to build their business: they acquire, they launch or they expand their existing...
Simon Kelly
He brought an integrated approach to custom communications and helped the MPA set up the Custom Publishing Council. Simon Kelly, publisher of the first outsourced editions of Microsoft Magazine both here and in the U.K., spearheaded the debut in...
Steven Drill
His concept is to bring the subject of media criticism to a mass-market audience. There has been no shortage of skepticism and snide asides about the 10-month-old Brill's Content, the media-criticism title published 10 times per year by journalist/entrepreneur...
Steve Sutton
A pioneer in Internet circulation marketing. During a business planning session for Yahoo! Internet Life in 1995, group circulation director Steve Sutton presented some lofty projections for subscription acquisition via the Internet, specifically...
The FOLIO:27? 51? 30?
Nope. It had to be the FOLIO: 40. Alliteration demanded that, and so did precedent, even though I was convinced as we started this process in December that we could easily come up with 50 names--or more. So when we started working on and thinking about...
The FOLIO: 40
Welcome to this magazine's second compilation of the industry's most influential leaders and thinkers. We last published the FOLIO: 40 exactly three years ago, in April 1996. At that time, we picked individuals whose work had had a major impact on...
The Multimedia Imperative
Hershel Sarbin is a publishing consultant and senior director at Stamford, Connecticut-based Marketing 1 to 1/Peppers and Rogers Group. Print-only models of custom publishing are giving way to an integrated-media approach that emphasizes Web content...
Thomas Kemp
An executive who is rapidly changing his company to adjust to a rapidly changing industry. In the last year, Penton Media has been involved in virtually every major trend in the world of b-to-b publishing. Under CEO Thomas Kemp, Penton: * Entered...
Thomas Ryder
His three-pronged plan to restore health and growth to ailing Reader's Digest Association includes a focus on five key areas: home, health, family, finance and faith. Reader's Digest Association CEO Thomas Ryder has probably heard every condensed...
Where Are They Now?
An updated look at the 1996 FOLIO: 10 Kurt Andersen, Graydon Carter and Tom Phillips The founders of the satirical magazine Spy, which folded in the early nineties, have gone their separate ways: Kurt Andersen is cultural columnist at The New Yorker...
William Reilly
He created one of the country's largest publishing companies by aggregating special-interest titles. In 1989 when William Reilly helped start Primedia, he saw an opening to create a large publishing company by focusing on special-interest titles,...