Folio: the Magazine for Magazine Management

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

Articles from Vol. 17, No. 8, August

Builder Titles Frame Separate Battlefields; New and Special Editions Accelerate Ad Growth as Building Market Slows
Builder titles frame separate battlefields Building market magazines have perhaps been more fortunate than most in recent years: Solid growth in housing construction led to peak ad spending levels, particularly for Cahners' Professional Builder and...
Business Audits: Don't Neglect Fine Points; Brushing Up on Details Will Save Auditing Headaches
Business audits: Don't neglect fine points New York City--Business circulators, test yourselves: Must reader request cards contain a signature in order to be counted on a magazine audit statement? No, says former auditor Barry Green, now director...
Care and Feeding of Freelance Copywriters; Retainers, Trust and Positive Feedback Help Freelancers Produce Winning Packages
Care and feeding of freelance copywriters Washington, D.C.--A good freelance copywriter--one who produces winning direct mail packages--may be hard to find. Yet direct mail breakthroughs often come from outside writers. How to keep freelancers on...
Cracking 'The Big Story'; Business Week Writer Tells How to Squeeze the Juice from Dry Data
Cracking 'the big story' It's not every day that a business magazine gets a crack at real trenchcoat journalism: lifting the lid on a financial cover-up or piercing together an expose. But even a cut-and-dried financial report can be turned into...
Currency Values Will Attract More Europeans
Currency values will attract more Europeans As I write this, word has reached us that Springhouse Corporation will be acquired by Elsevier-NDU, the Dutch publishing organization. The purchase price is estimated at close to $100 million. Springhouse,...
Dial 'M' for Mistake; Nobody Is Perfect. but There Is a Point at Which an Acceptable Number of Errors Simply Becomes an Unacceptable Level of Carelessness
Dial 'M' for mistake * At first blush, M magazine's new business subscription direct mail piece, which mailed (among other times) during the first week of January 1988, seem like a pretty good-looking package. Fairchild Publications' answer to...
Don't Be a Flyaway Paper Buyer; We're in the Middle of One of the Publishing Industry's Cyclical Paper Crunches. So What You Need Is a Short Course in Buying Paper
Don't be a flyaway paper buyer How would you feel about flying with an airline captain who said the following: "That gizmo? I don't know. I never used that. My job is just to fly this thing. I'm not a mechanic. I'm not sure how the engines...
Editorial Backup; How Much Should You Save? Edited Drafts, Memos and Notes Could Help You - or Hurt You - in a Libel Suit
Editorial backup: How much should you save? What should you save once a story is written? The notes and every edited version of a story? Or only the final draft? Your decision might affect the outcome of a libel case. Unfortunately, there is...
Editorial Salary Survey
Editorial salary survey The editorial employees who responded to FOLIO:'s fourth annual compensation survey have a deep commitment to the editorial product, whether they've been in the business one year or 30, and whether they make $15,000 or $150,000....
Elle Looks to the East; Move over Mao Suits: Patricia Wang Is Introducing High Style
Elle looks to the East New York City--Patricia Wang, Elle/World Fashion's new editor in Shanghai, has a mission: to teach Chinese women what to wear, when and with what. The typical young woman wears all her jewelry, cosmetics and best clothes at...
How PCs Are Changing Sales Promotion; the Personal Computer Is (Very Slowly) Changing the Way Magazine Promotion People Do Their Jobs
How PCs are changing sales promotion "What color do you want?" The computer asks brightly. And that is often the beginning of a beautiful friendship. Of course, research people have been infatuated with their machines for many years now, but sales...
How to Analyze Printing Bids
How to analyze Printing bids Print buyers would be wise to note that they purchase a process as much as they do a product. Perhaps every industry has its purchasing nuances, but it's hard to imagine that four-inch carriage bolts are sold in anything...
It's All in the Asking; Asking for Personal Information on Order Forms Lifts Response for Some Magazines
It's all in the asking Conventional wisdom says that you usually hurt response when you include questions in subscription solicitations. But, "there are situations where [asking questions] can actually increase response," says marketing consultant...
Keys to Developing Contract Sales
Keys to developing contract sales There's something satisfying about selling an ad into a special issue of a magazine. You get the advertiser on the phone, pitch the issue and close the sale. The effect of your actions is clear, and when it is all...
Lear's: More Than Money Makes It Work; This Magazine, in Very Special Ways, Is the Image of the Woman Who Created, Financed, Produced and Gave It Her Married Name
Lear's: More than money makes it work * Lear's, the newest women's magazine, is in one way old-fashioned: Like earlier magazines, it is personal journalism. To be sure, all magazines are created by someone's initiative, but this magazine--in very...
Movie USA Seeks 'Untapped' Movie Market; the Title Takes on a Field Littered with Failures
Movie USA seeks 'untapped' movie market Movie USA, a monthly film magazine that began regular publication in July, offers fresh competition for the popular monthly Premiere. But, as a free magazine distributed through more than 400 theaters nationwide,...
National Magazine Awards: What Makes a Winner?
National Magazine Awards: What makes a winner? Editorial excellence is the goal of all magazine editors: The National Magazine Awards honor the magazines and editors that have achieved it. Special recognition for this year's competition (covering...
Net Names: Breaking the Rules
Net names: Breaking the rules Like other direct marketers, magazine publishers are finding that owning and renting lists is a far different ball game in the eighties than it was 10 or 15 years ago. Computerization has allowed direct marketers to grow...
Owner of Vegetarian Times Wants a Greener Future; Paul Obis Launched It, Sold It and Bought It Back; Now He's Trying to Grow a Larger Crop
Owner of Vegetarian Times wants a greener future Oak Park, Ill.--Paul Obis is a frustrated empire builder. He wants to increase the fortunes of Vegetarian Times, the magazine he launched in 1973, and take on more titles. He has considered acquiring...
Secrets to Selling Ad Supplements; They May Not Have the Easy Glamour of a Decade Ago, but Special Advertising Supplements Can Still Make Money for Your Magazine
Secrets to selling ad supplements There was a time when advertising supplements succeeded almost in spite of themselves. Even when a specific idea for a supplement was less than spectacular, the concept of supplements was so novel the idea would...
Testing Radio and TV as Marketing Vehicles; Radio Is Less Costly Means to Test Copy Concepts That Can Be Applied to a TV Commercial
Testing radio and TV as marketing vehicles New York City--Many publishers still have considerable apprehension about the cost and risk involved in using broadcast media to promote their publications and attract subscribers. However, by carefully testing...
The Art of Interviewing; Playboy's Pro Reveals All
The art of interviewing New York City--So how do you get Jimmy Carter to admit that he "lusted in his heart"? It's not just luck, a witty exchange or clever questioning that makes a good interview; it's a judicious blend of preparedness, timing and...
Using Your List to Sell Merchandise
Using your list to sell merchandise As bulk postage rates and other publishing expenses continue to rise, some publishers are looking at their magazines with a mind to creating new profit centers, or ancillary sales. One idea is to sell merchandise...
VAC: The Overlooked Auditor; the VAC Audit Bureau, Which Lives in the Shadow of BPA, Can Be a Stepping Stone for a New Title
VAC: The overlooked auditor Marina Del Rey, Calif.--Verified Audit Circulation (VAC) audits only about 100 business and 15 consumer magazines (nearly all nonpaid), and many ad agencies aren't even aware it exists. Still, for publishers in not-so-competitive...
Waiting Rooms: Worth All the Attention? Office Copies Pull Plenty of Readers, but Agencies Question Circulation Quality
Waiting rooms: Worth all the attention? Step into a waiting room during the next few months, and chances are you'll find plenty more to read than a few battered copies of Time or Good Housekeeping. More and more publishers today are pouring new magazines...
Where Are the Minorities in Publishing? Blacks Say They Are Discouraged by the Industry's Laissez-Faire Attitude toward Recruitment
Where are the minorities in publishing? Look around your magazine's offices: Chances are, you'll find few minorities. Throughout the industry, only a handful of blacks, hispanics and Asians have found magazine publishing positions, particularly in...