The Mail

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

AUTO REPLY

I was intrigued by your Editor's Letter comparing [the British] Car with the American car mags [December 2002], especially since I briefly edited Car and am now executive editor of Automobile.

It's true that Car looks better than any of the American titles, but that is mainly due to having the space to run long stories with lots of (big) art. And having that space is a function of the economics of magazine publishing in the two markets. In the U.S., publishers use cheaply sold subs to drive up ad rates, thus limiting the potential number of advertisers, whereas in the U.K. newsstand buyers rule, paying premium rates that help make up the shortfall from lower ad rates. At Automobile, we have always said that we could do many of the more alluring aspects of Car if we had 100 pages of editorial to play with.

And I beg to differ about the writing. The words in Car and Driver and Automobile are actually better crafted, often funnier, and more accurate than [those] in Car. Also, I find it depressing that you lump all four American monthlies together, because there is a big disparity in visual style and writing. From a hard-core car enthusiast's point of view, Automobile does more unexpected stories because we don't have the newsstand pressures of having to cover every new car.

I don't disagree with your central tenet. U.K. magazines could use some of the rigor of the U.S. model, but U.S. mags would definitely benefit from a more off-the-cuff approach, which I think is partly dictated by the much smaller staffs in the U.K., and the competitive urges that come from being a newsstand mag.

MARK GILLIES EXECUTIVE EDITOR, AUTOMOBILE ANN ARBOR, MICHIGAN

ONE COOL JOB

I find it very interesting that the bulk of the jobs featured in your February cover story are at consumer publications, as if we in the trade industry couldn't possibly be having any fun.

As a senior editor for Meetings & Conventions, I have visited South Africa (including a guided tour through Soweto outside Johannesburg), Portugal, France, Ireland, England, and all over the United States. Last fall, I spent four great days golfing in Scotland. At industry conferences, I have made an untold number of friends and gathered two Rolodexes full of contacts. When I'm at home in front of my computer, I cover an ever-changing industry whose ups and downs have been remarkable in the eight years I have held my position. And the crew I work with is a terrific, if eccentric, family.

A good job: priceless.

SARAH J.F. BRALEY SENIOR EDITOR, MEETINGS & CONVENTIONS SECAUCUS, NEW JERSEY

GIVE 'EM BOTH CIGARS

I would like to congratulate you for putting zip, edge, and color into a heretofore rather boring magazine. Seldom does one see such a vast transformation [in] a publication. Keep up the good work. I am sure that the publishing industry appreciates your effort and is looking forward to receiving future issues with great interest.

MARVIN R. SHANKEN CHAIRMAN, M. SHANKEN COMMUNICATIONS, INC. NEW YORK CITY

I love the new look and feel of Folio:. It has now become a must-read when it hits my in-box. You've made Folio: very insider, clever, and funny in a very comfortable way. Congratulations!

DENISE ANDERMAN PUBLISHING DIRECTOR, POPULAR SCIENCE NEW YORK CITY

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