Most magazines have a bifurcate structure Creative Engine Editorial and Art Business function advertising circulation production and general management Structure of the Publishing House Structure of the Publishing House ID: 782905
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Slide1
Magazine Journalism
The Organizational Structure of the Magazine Industry
Slide2Most magazines have a bifurcate structure:
Creative Engine (Editorial and Art)
Business function (advertising, circulation, production and general management)
Structure of the Publishing House
Slide3Structure of the Publishing House
Slide4ROLES OF THE
PUBLISHER
The one responsible for all the operations of the magazine.
A strategist who sets challenging but achievable goals.
He knows his readers and his advertisers.
Using possible resources (personal experience, market research, current economic and business press)
Prime mover in the development of new products that can be
developed.
Slide5The editor’s attributes
OVERALL VISION.
The
editor must be able to see clearly where his magazine is headed.
CREATIVITY AND DEMONSTRATED SKILL.
He
must be an exceptional writer. Must be creative and must be able to recognize and nurture creative ability in others.
GRAPHIC SENSIBILITY.
The
editor must be comfortable imagining how a story will appear on the printed page.
PRODUCTION KNOWLEDGE.
He
must understand the production and the other technical aspects of publishing.
FLAIR FOR PROMOTION
He
must entice readers into reading, newsstand buyers into buying. (writing eye-catching headlines, selecting provocative photograph, creating moving captions)
Slide6ROLE OF THE
EDITOR
He decides what will appear in the magazine’s editorial pages.
He keeps the words and images in the magazine consistent with the magazine’s editorial mission.
His main concern is to satisfy the needs of the magazine’s audience/readers.
His basic job is to oversee the editorial direction and content of the magazine.