September 2006

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E-Mail Marketing: Don’t Overcook That Golden Goose

E-mail’s ease of use has become its biggest burden as every department head pummels the company’s customer and prospect databases with message after message. Now publishers are on the offensive to better coordinate their e-mail communications and dig deeper into...

A Look at Store-Level Data

Consider these figures: Stores receive 100 million copies of magazines per year that have an average sale of zero. Three hundred million copies (15 percent of the total) are distributed to stores with an average sale per store, per issue,...

2007 Budget Priorities

In part three of Folio:'s ongoing series on budgeting trends for 2007, we take a look at staffing. Interestingly, based on an admittedly select and micro view of the industry, certain market pressures and trends are revealing where publishers are...

The RFP Game

by Jane Ottenberg A Fed Ex arrives on your desk with an RFP from Ford. You: a) jump for joy and immediately set up a meeting with your staff on how to wow them; or b) throw it away.

The Many Uses of Sidebars

A sidebar, according to my Encarta World English Dictionary, is "a short news story containing supplementary information that is printed alongside a featured story." The term is also used in Web design, where sidebars provide information through quick links to...

The Cost of Publishing With Green Paper

Ninety-five percent of all magazine paper contains no recycled content at all. Environmental issues arise often, and the industry is responding. Though long thought of as low-quality and expensive, recycled paper is evolving, offering high-quality, glossy finishes for image printing,...

Finding a Fulfillment Provider

Outsourcing services to any vendor requires a strong understanding of exactly what the publisher wants and what the selected vendor is capable of. This is especially true for the fast-changing world of fulfillment. Communication, flexibility and good business sense are...

Quark & InDesign: Likes and Gripes

Quark Users Brian Noyes Smithsonian Likes: "Quark, in a word, is fun. It's simple and intuitive and makes the job of publication design interesting and enjoyable. I grew up in the Xacto knife/hot wax/stitches-in-the-emergency-room production world and find this much...

Blogs Require Time, Dedication

Blogs can take all shapes and sizes. They can be personal, humorous, whimsical or professional. They're also an alternative to traditional journalism, allowing writers and readers to share information and discuss topics of interest.

Breaking the Mold

If there was any doubt association magazines could do well to go beyond simply trumpeting the mission of the association, these four titles handly prove it. In this select round-up, all four place a premium on journalistic and design excellence,...

The Long Tail

Make, the book-like home "how-to" publication, enjoys a 50 to 70 percent sell through at the newsstand. But perhaps even more impressive is the magazine's long shelf life. Make Vol. 1, which debuted in March 2005, drew 35,000 subscribers and...

Re-evaluating Reprints

Many magazine publishers approach reprints as found money;in their minds it requires little manpower to produce, demand is either there or it isn't and it doesn't need to be fueled by marketing. Reprints are extremely profitable;but that's because publishers don't...

PDF Workflows Widespread

A majority of publishers have adopted PDF workflows, but other tools of the new digital workflow—from virtual proofing to JDF files—remain in infrequent use, an exclusive digital publishing survey conducted by FOLIO: and Readex Research has found.

Maintaining Editorial Ethics

Magazine editors strive to develop and maintain an editorial code of ethics, but formalizing such a code is one thing while keeping it front of mind is another. Pressures to sway editorial content in favor of advertisers is a constant,...

In-House PR That Works

Many magazines develop franchise issues or stories that act as editorial anchor points and help drive ad sales. And like those same many magazines, Kathy Andrew, marketing manager for finance magazines Alpha and Institutional Investor, had limited resources to roll...

Syndicate Your Content

RSS may stand for Really Simple Syndication, but launching this feature on your Web site is hardly that simple. Here are some tips via New York Magazine's product manager Deborah Au-Yeung.

Face Up: Oprah Winfrey

Concept: Oprah Winfrey is arguably the most powerful woman on the planet and thus graciously puts herself on the cover of every issue of O!