Inside Magazine Publishing
Understanding the modern magazine publishing industry and the migration to digital.
Inside Magazine Publishing is an engaging and practical textbook exploring all aspects of the contemporary magazine world.
David Stam and Andrew Scott draw on a wealth of industry experience to present a detailed analysis of the key elements of the business today, alongside a historical analysis of magazine publishing and a projection of its future. The role of digital and new media platforms and their effects are explored in detail.
The book features a range of case studies, written by industry experts, providing accessible examples of key issues, and additional micro essays are also included applying theory to practice.
Subject areas covered include:
UK magazine publishing today
changing business models
originating and managing creative content
magazine writing and design
circulation, distribution and marketing
advertisement sales
the magazine in the digital age
appendices on printing, paper selection and legal issues.
Inside Magazine Publishing is a comprehensive overview of magazine publishing for students and all those wishing to understand this dynamic and complex industry.
For additional resources, visit the companion website at www.insidemagazinepublishing.com.
David Stam was a Director of IPC Media for 11 years. He is now a guest lecturer and member of the Publishing Industry Advisory Board at Oxford Brookes University, as well as a consultant to the magazine industry.
Andrew Scott spent 20 years working in the newspaper and magazine industry. For the last three years he has been lecturing on the Business of Magazines at Harlow College and City University.
Inside Magazine Publishing
David Stam and Andrew Scott
First published 2014
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
2014 David Stam and Andrew Scott
individual chapters, the contributors
The right of David Stam and Andrew Scott to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Inside magazine publishing / edited by David Stam and Andrew Scott.
pages cm
Includes index.
1. Periodicals--Publishing--Great Britain. 2. English periodicals. 3. Publishers and publishing-Great Britain. I. Stam, David, 1953- editor of compilation. II. Scott, Andrew, 1966- editor of compilation.
Z326.I57 2013
070.5720941--dc23
2013030318
ISBN: 978-0-415-82711-9 (hbk)
ISBN: 978-0-415-82712-6 (pbk)
ISBN: 978-1-315-81852-8 (ebk)
Typeset in Scala
by Saxon Graphics Ltd, Derby
Contents
| Christine Stam |
| Leander Reeves |
| Andrew Scott |
| David Stam |
| Richard Sharpe |
| Andrew Calcutt |
| Richard Sharpe |
| David Stam |
| Andrew Scott |
| Jim Bilton |
The publisher would like to thank the following companies and individuals for permission to reproduce the following illustrations:
, Polestar.
The idea behind Inside Magazine Publishing came from a chance meeting in January 2012. Both of us had worked for competitive publishing businesses for many years but more recently our lives had gone their separate ways. One thing we still had in common was teaching and training young people who were about to embark on careers in the world of publishing. Sipping piping hot coffee on a freezing cold day in Londons Holborn, we came to the conclusion that there was a clear need for a contemporary general magazine publishing textbook but that there may be good reasons why we should not write it.
Two objections were foremost in our minds. First, the magazine industry is changing incredibly rapidly. Could we commit our ideas to paper in such a timely fashion that the book would be as fresh when it hit booksellers shelves as it was on the day it was written? Secondly, our backgrounds and disciplines were principally commercial and old media; we were certainly not academics.
An author who writes in the media studies area put us in touch with Routledge and they were surprisingly positive. The concept was put out for peer review and came back with a resounding go ahead. Vibes from colleagues at Oxford Brookes and Harlow College were upbeat.
What of our two concerns? To address the issue of timeliness we set ourselves a tough and exhausting timeframe to publish the book as quickly as was practical. The multi-disciplinary approach required was solved by putting a band together to write the history, editorial and digital chapters and additional essays. We are incredibly grateful to the contributors and essayists listed on . They are industry-leading writers who have given up their time. We could not have done it without them.
Inside Magazine Publishing will give you an insiders view of magazine publishing an important part of the UK media scene. It has largely been written by a team who have spent their working lives in the business or teaching its future practitioners. It is as up-to-date as we can make it. As we moved into the final editing process we had to draw a line in the sand concerning statistics. By the time the book appears there will be new trends available which may possibly run counter to our material. If that is the case we apologise in advance and crave your indulgence.
Magazines are people businesses and there are countless individuals to thank for checking a fact here or suggesting an idea there. Specific case study acknowledgements are made at the end of each chapter. In addition we acknowledge the following for their contribution: John Ashfield, Jamie Bill, James Brown, Marius Cloete, Tim Ewington, Patrick Fuller, Steve Goodman, Brian Grant, Joe Haines, David Hall, Reid Holland, Adrian Hughes, Simon Kippin, Alan Lewis, Chris Llewellyn, Conor McNicholas, Angie OFarrell, Angus Phillips, Paul Phillips, Alistair Ramsay, Hugh Sleight, Mike Soutar, Julian Thorne, Alan Weaver, Matt Winsor, Carola York. Also, Steve Grayson-Healey for producing the graphics in Chapter 5. We also wish to thank everyone at Routledge who has worked on the project.
