The Mail

Folio: The Magazine for Magazine Management, Jan 1, 2003

THE REVAMPED 'FOLIO:'

Just wanted to say how thoroughly impressed I am with the last two issues and the changes you've directed at FOLIO:. It is such a significant shift and moves the magazine firmly into the must-read pile. October was good, November great. I'm now in a position where I'm eagerly awaiting next month's issue ... and I haven't done that for some years.

MICHAEL BUTLER DIRECTOR OF CREATIVE SERVICES, PRINT POHLY & PARTNERS, INC., BOSTON

I've just been reading the November issue. WOW! You have really hit your stride with this one! I've never seen a faster, more stylish turnaround. Every page has a grabber, and the book crackles with energy, from first page to last. I never used to read FOLIO: - and now I can't put it down!

JAMES W. SEYMORE, JR. EDITOR-AT-LARGE, TIME INC. NEW YORK CITY

It was always amazing to me that the magazine about magazines was a lousy magazine. Congrats on breathing life into FOLIO:. Very well done.

CHARLES C. KOONES GROUP VICE PRESIDENT & PUBLISHER, VARIETY LOS ANGELES

Congratulations on the successful relaunch and redesign of FOLIO:. All of us at JEGI are very impressed. The content for the October and November issues was noticeably richer, with timely articles that were both provocative and informative. Overall, you have turned FOLIO: into a very worthwhile read.

WILMA H. JORDAN CHIEF EXECUTIVE OFFICER, THE JORDAN, EDMISTON GROUP NEW YORK CITY

I've been reading FOLIO: for more than 20 years, and this is the first time I have not been able to complete reading an issue during my train ride home. Your much increased focus on the people behind the magazines is welcomed, because the industry is so small that everyone at least knows who everyone else is...and now we even know a little more about what makes them tick. Thanks for making FOLIO: as interesting as the industry you cover.

REED PHILLIPS MANAGING PARTNER, DESILVA & PHILLIPS NEW YORK CITY

I've just spent 30 minutes digging into the latest issue of FOLIO:. You've transformed the thing! Well done! What a wonderful job.

DAVID SLOAN MANAGING EDITOR, THIS OLD HOUSE NEW YORK CITY

FOLIO: looks fabulous. It positively sparkles. Keep up the good work.

DEBORAH PAUL VICE PRESIDENT, EDITORIAL DIRECTOR, EMMIS PUBLISHING INDIANAPOLIS, INDIANA

Terrific new look. I realize you said [in your October Editor's Letter] it would be a work in progress, but this is a damn fine place to start! The new FOLIO: already comes across as a stronger authority and as insider-y, while at the same time demystifying the world of publishing.

ANDREA DUNHAM DESIGN CONSULTANT/FORMER ART DIRECTOR, WORTH NEW YORK CITY

MORE ON "MAKE-BELIEVE" CIRC

Simon Dumenco's column in the November issue, "The Land of Make-believe," requires a response.

First, Dumenco implicitly relies on the editorial conceit that magazines are not commercial products like all others in our economy, which require promotion and advertising to succeed.

Second, he cites unnamed editors as his sources. Leaving aside the question of editors' knowledge of circulation matters, and the gossipy nature of his conversations, Dumenco cites no examples or facts to back up his assertions.

Third, there is the matter of sponsored, or "free," subs. These are duly reported within ABC and BPA rules. These copies are targeted at likely renewable readers or at public places with high readers per copy, which advertisers love.

Fourth, Dumenco implies that ABC and BPA are incompetent and even lack integrity by being complicit in some kind of game. Next, there are those foolish advertisers who throw money at publishers based on phony numbers. This ignores the fact that most advertising is purchased based on syndicated research (audience), not circulation.

Last, there is the matter of fraud. I'm surprised that Mr. Dumenco would deign to earn his living from the perpetrators of fraud. Perhaps he should write for newspapers instead. Oops, they rely on the same kind of promotion and advertising as magazines, and are audited by ABC.

Well, then, maybe he should write books. Oops, again. Last time I checked, Amazon and B & N were offering 30 percent discounts on bestsellers. Oh, well, that makes the books so cheap the customers probably don't bother to read them.

CHIP BLOCK VICE CHAIRMAN, USApub NEW YORK CITY

FOLIO: welcomes your letters. Please send them to foliomail@mediacentral.com or The Mail, FOLIO: Magazine, 470 Park Avenue South, 8th Floor, New York, NY 10016. Please be sure to include your name, title, address, and daytime phone number. Letters may be edited for clarity and length.