Folio: The Magazine for Magazine Management

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Articles in Feb, 1990 issue of Folio: The Magazine for Magazine Management

• Can the National Lampoon be funny again? New management is aiming for a more "hip" image, and is wooing back the talent that abandoned the humor magazine
  by Michael Garry
• Death of the mega-deal? As merger market cools, publishers will see smaller transactions, lower prices
  by Liz Horton
• California list business headed for extinction?
  by Melissa Della Posta
• Third class mail: strictly third rate?
• Publishers Express boosts commitment; J.C. Penny signs on; others expected to join this month
  by Kevia Sghia
• John Mack Carter: editor, celebrity and Southern gentleman
  by Jean Marie Angelo
• Shanken adds Food Arts to the menu; after making a splash with wine titles, M. Shanken attempts to turn around a food magazine
  by Cary Peyton Rich
• Pushing Quark at Elle Decor
  by Margaret Hunter
• 'Biggest change in 500 years.'
  by Margaret Hunter
• Desktop color by the numbers; the mathematics behind desktop color
  by Jack Powers
• Better forecasting through modeling; a vital key in the annual budget process, modeling is also central to monitoring circulation throughout the year
  by Simon Aronin
• Getting good writers without paying
  by Cynthia Urbano
• The inside scoop on Reader's Digest; SEC filings reveal a wealthy company that's finding diversification a tough go
  by Steve Ellwanger
• Bill may smoke out local tobacco advertisers
• Finding the perfect printer
  by Alex Brown
• Breakthrough in communication: the wall comes down
  by Ron Scott
• New ad marketing tactic: agency discounts
  by Liz Horton
• The Mac version of Ventura 3.0 ships in June
  by Margaret Hunter
• Postal rate making: the inside story; higher rates in 1991 are a guarantee. How much more you will pay depends on the influence of key postal players
  by Jean Marie Angelo
• Optimistic about ad spending
  by Michael Garry
• VGA monitors are 'in' for designers using IBM PCs and compatibles
  by J. Strothman
• Positioning your magazine; a magazine must establish its similarities to the competition before it can sell the differences
  by Walter Jorz
• Position doesn't count - except …
• Publishers await the year 2000
• Most mailers still not using NCOA; despite proven benefits, NCOA is still chasing converts, according to DMA's list usage survey
  by Kevin Sghia
• 1989 Ad
• Circulation for management
  by David Foster