Marketing


The Power of Pull Quotes


November 1, 2005

Job number one for an editor is to sell editorial. Magazine editors are not selling a product; they are selling the reader on the magazine at large. Successful editors know that they must treat the magazine as an ongoing advertisement for itself. I call them editorial sales managers.

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The Workflow Architect


November 1, 2005

By Matt Kinsman Since taking over as director of editorial operations for Hearst Magazines in 2002, Ellen Payne has led her company through a major revamping of the publishing workflow, including the establishment of an in-house prepress operation and the switch from perennial magazine layout program Quark XPress to InDesign (Hearst was one of the first major publishers to do so).

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Make Commissions Attainable


November 1, 2005

By Bill Mickey When Rich Fairfield was hired as the first new publisher in 35 years at Trevose, Pennsylvania-based Advertising Specialty Institute (ASI), a media company serving the promotional products industry, the sales group had been missing their budgets for several years. "They had years where they didn't get commissions," he says. "It was a little demotivating."

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Quark Fights Back in Design Software Battle


November 1, 2005

By Bill Mickey Back in 1998, Quark Inc. opened discussions to acquire Adobe , a $240 million company at the time, for an estimated $2 billion. Not only did Adobe essentially ignore Quark's overtures, the following year it debuted InDesign;a page layout application that eventually knocked Quark out of its industry dominating stupor and inspired a full-on race for design-shop dominance.

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Next Generation Readers


November 1, 2005

By Jeffrey S. Klein "Dad, can I use your blackberry?" asked my 13-year-old daughter, as we were driving along the 101 Freeway in the San Fernando Valley. "Sure," I said, looking forward to a break in her "Top 20" music.

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Undercover Investigation of Circulation Practices Leads to Charges


October 27, 2005

By Meghan Hamill A federal investigation of circulation practices at several leading newspapers last year and the subpoena from the U.S. Attorney's Office in New York to Time Inc. this past July, have apparently grown out of the probe of Inflight Newspapers & Magazines. But this week, the first magazine has been caught in an undercover investigation. The publisher of Laptop

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