How a magazine is
put together
Magazine covers
Masthead/title
• What’s the magazine called? Does it
matter? (Does the masthead have to
mean anything?)
• Fonts and colours.
• Should the masthead be a logo in its
own right?
But what about B-to-B covers?
Magazine covers
Picture
• Should be great image (of course).
• Immediately associated with subject of
magazine, reflects subject/ethos/lifestyle.
• Shape that allows use of tasters/teaser
lines ie plenty of background, preferably
pale to show tasters.
• Should be bright, eye-catching, different.
• But what about B-to-B covers?
Magazine covers
Tasters/teasers
• Short and snappy.
• Alliteration?
• Sub-deck explanations.
• All about what’s in the magazine or the
things that will sell the magazine?
• New; secrets; win; free
• Sex always sells!
But what about B-to-B covers?
Contents pages
What’s in, what’s out?
• Single, two, or double page? (Advert
placement).
• How do the consumers use the contents page?
• Marking/separating cover stories.
• Sectionalising. What’s the pros and cons?
• Welcome panels and editor’s blurbs.
• Plugs.
• Who’s who?
But what about B-to-B covers?
Flat planning
What’s a flatplan?
Flat planning - editorial
Planning meetings
What’s going to be in the next issue(s)? A plan for editorial,
advertising and marketing. (And lots of other stuff).
The rules
• Pages are printed in multiples of eight.
• Sometimes separate covers (fours).
• Typical magazine size 140 (17 x 8 = 136 + 4 for the cover (different
paper).
• Centres will be 140 divided by 2 and facing page (70 – 71).
• Saddle-stitched or perfect bound?
• House ads (editor’s or advertising’s).
• Different paper sections.
Flat planning
The creative side: editorial
• Understanding your readers’ needs.
• To sectionalise or not to sectionalise?
• Placing regulars –
letters, editorial, reports etc.
• Pacing the content – singles, doubles,
trebles.
• Planning - changing and adapting.
Flat planning - advertising
The rules: advertising
• Magazines would like to operate with up to 40% advertising. The amount of
advertising usually influences the number of pages in the magazine.
Many/most magazines are currently operating with fewer adverts than that!
(11 out of 104 in a recent count)
• They will usually set themselves a lower limit for pages and an upper one.
• Advertisers like certain positions – IFC, IBC, BC.
• Ad teams will want to ensure that the display ad appears near a relevant
editorial feature
• They generally prefer right hand positions facing editorial.
• Ad managers/editors will agree to have many single pages/three page
features.
• Editors like to hang on to the centre pages when the magazine is saddlestitched.
• Classified advertisements are usually in the “back of the book”. Classified is
usually alphabetically or geographically placed.
• House ads: Subs, reader offers etc.
Advertising “v” journalism
• How advertising and editorial work together (or
don’t). (Planning meetings).
• “Competition” for space and the best positions.
Promises, promises…
• Writing advertising features.
• Monthly schedules. Late changes in flat planning
(more or fewer editorial pages).
• Advertising “initiatives”.
• Why the good editor always has a little extra.
But what about B-to-B advertising?
Advertising:
What do the readers think?
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“I don’t buy that rag any more – it’s full of advertising…”
WE SAY: Without advertising there would be no magazine.
“There are more adverts this month, so there’s less to read.”
WE SAY: There is an advertising to editorial ratio. So when we have more
ads there will usually be more to read.
“I buy your magazine for the gear section…”
Many readers find suppliers and bargains in the advertising in specialist
magazines that they can’t find elsewhere. (Also holidays, venues and
events among many other things…)
Your reviews are all good ones because they’re paying for the advert (the
review)…
The good journalist has a duty of care to her/his readers to report/review
honestly. A false review might even have life-threatening results (cars,
bikes, etc.) The good ad. Manager will understand this. However the
journalist must talk to the product supplier about problems and must be
diplomatic. A good journalist is not allowed to accept payment!
Advertising:
What do the readers think?
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“X company has let me down – what are you going to do about as the
editor?”
I’ll talk to ad. Manager and to the company concerned. (Not “It has nothing
to do with editorial” – the magazine as a whole is an entity). It helps if you
understand consumer rights and the advertisers’ situation.
“Why do your reviews quote such a high price when your advertisers have it
for less?”
We quote RRP. (However you can also say “Expect to pay around…”)
“Why is your magazine full of advertising features?”
We always label them clearly and they are counted as adverts in our ad to
ed ration.
“I bought so-and-so’s product as advertised in your magazine and it’s
rubbish…”
This really isn’t your problem. But the reader’s opinion is important to the
magazine (it really is) so you reply saying that you will keep their comments
in mind when reviewing any products from this company (and you invariably
do).
“So-and so (invariably a specialist shop) is telling lies in its adverts…”
Use this as a reason to get out and visit and see for yourself. If it is let the
advertising department know. (But what constitutes a lie in an advert?)
Reviews
Most of this applies to B-to-B as well
• Readers want them
• Advertisers want them (desperately). Why?
• What’s the difference between their expectations?
• Should always include hard facts – what is it, what’s it for (why has it
been created), where is it on (movies, shows, theatre) or where can
I buy it, what does it cost?
• Should always include honest opinion (but doesn’t always).
• Should be written clearly and simply. Are they?
• Often work well with ratings (*****).
• The “type” of review should be obvious and stated (next slide).
“Types” of review
Much of this applies to B to B as well...
• The listing
Straightforward - this is the product, it’s out there, these people make/supply it,
you can buy it here, it costs this. We may or may not have seen it, we aren’t
putting a value on it. Sometimes done on a vast scale as a directory of equipment.
Also: We list the “best” pubs in Peterborough
• Simple review
We’ve seen it, we’ve briefly tested or tried it, we think that this is good - and this is
bad or not so good – plus the information above. We star rate it.
• Long-term test
We told you about this last year. We’ve been using it ever since and…
• Comparative review
A variety of the listing article. We test the lipsticks from manufacturers A to H and
compare their performance. Star-ratings and best buys. (Marketing tools and
brand extensions).
Peterborough’s best Indian restaurants.
Best drills for under £50.
• Reader panels and input
Readers get sent gear to review; reader’s views solicited in-mag or online;
surveys/votes with incentives to complete. Cheating!