Magazine Editing: How to Develop and Manage a Successful by John Morrish

By John Morrish

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Extra resources for Magazine Editing: How to Develop and Manage a Successful Publication

Sample text

What are they called? This is useful; it can also be fun. Let other members of the team join in if you like. This is a good example of something where true brainstorming might help: 42 EDITORIAL STRATEGY remember, the rules say you must not criticise other people’s suggestions. You want strong, accessible evocations of realistic people. Pictures can help, as can props. Novelists find it helps to pin up on the wall photographs of anonymous faces from the newspaper, postcards of locations, anything that ‘evokes’ the right kind of person.

Now, broaden your scope a little. Pick up some of the other magazines in the same market and look at how they work. How does your magazine compare with its rivals? Is it upmarket or downmarket of them? Does it lead trends, or does it follow them? Can it be trusted? What do its rivals think of it? What kind of advertisers are drawn to it? Are the ads addressing the same reader as the editorial? If they don’t, you’ll want to find out why. Not everything about a magazine is on the surface. It may have a symbolic significance that is at odds with the reality.

But you may also want to see if you can find a way of clarifying the essence of what that person is about. This is the role played by the magazine’s slogan, in its role as a rallying point for the editorial team. Of course, it will usually also appear on the front cover, just below the logotype (sometimes erroneously called the masthead). That means it has to be chosen with care. The way you characterise your readers may not exactly match the way they see themselves. Many such slogans are bluntly descriptive, which makes sense in context.

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