Folio: The Magazine for Magazine Management

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Articles in Nov, 1987 issue of Folio: The Magazine for Magazine Management

• New rivals for magazines? Catalogs and directories vying for ad pages; catalogs also competing for newsstand space
• Wholesalers report positive reaction to DPP; still in its infancy, the story of magazine profitability is off to a promising start
• New paper alternatives
  by Norman Wiener
• Why McCall's break rates
  by Dale W. Lang
• NCOA cleans up its act; address-correction service expands database and offers nixie feature - but will publishers respond:
• Young Guccione tries to keep Spin alive; for two years, Dad's Penthouse International poured money into the music magazine. With the funds cut off, Guccione seeks backers
  by Jean Angelo
• Editing on the edge of madness; a far out, fast paced approach to maintaining a magazine's vitality, variety and verve
  by Daniel Okrent
• 1987 Society of Publication Designers Award
• Can magazine publishing operate within a large corporate environment?
  by Mervyn Kaufman
• Writing on the road: laptop computers
  by Ruth Stidger
• Wall Street eyes media as venture capital outlet; financial institutions, once satisfied with banker-broker role, buy equity ownership
• Building on a good name; 'information franchise' builds profits for Institutional Investor, but requires diligence and commitment
• Selling ad space against direct mail
  by Josh Gordon
• To qualify or not to qualify; another look at the validity of asking for qualification information in paid subscription promotions
  by Eliot Schein
• More than half of weeklies delivered late
• Research proves that research works?
  by Joe Hanson
• Advertising magazines: what works? Showing a magazine cover is 'kiss of death' for many trade ads, according to study on reader recall
• 1987 circulation: is the slide over?
• Florida limits telemarketing; becomes first state to give residents 'no call' option
• Paper prices rise 5% as supplies tighten; but new paper machines could balance increased demand for coated paper
• 'Magalogs' cash in on video boom; growth of 'how-to' videos opens up marketing opportunities for magazines
• Choosing the right audit service; understanding the differences between ABC audits and BPA audits will make it easier to know which to choose for your magazine
  by Barry J. Green
• Ad sales: the art of strategic questioning
  by Helen Berman
• Creating and using your circulation kit
  by Ron Scott
• If an employee has AIDS
  by Katherine E. Smith