Business of Magazines

There are literally hundreds of magazines in Britain and they cover a huge range of subjects. There are niche technical titles and mass-market glossies that are household names.

When you take a closer look at many of these magazines you will find that the staff editorial teams can be quite small, which means that you can progress from staff writer to editor, or even publisher, in just a few career moves.

That’s why it is important for you to have a clear grasp of the way all the departments of any magazine work together to produce a successful product that people want to read. This unit, which you take in your second term at Up To Speed, alongside work placements, gives you a broad insight into magazine publishing.

Assessment:

2-hour exam

Syllabus

Industry overview. You will find out how magazines run as businesses and about the different sectors and company structures you might find yourself working in. You will study examples of successful launches and examine the reasons why some titles fold.

How magazines are created and revitalised. You will examine the way an idea for a new publication can be developed by identifying audiences, revenue sources and means of distribution. You will find out about market research and the life-cycle of a magazine.

Finances of Magazines. You will find out how important cover price can be and how much editors must be relying on advertising revenues and events to turn a popular publication into a profitable product. You will learn how to read a profit and loss account and how to manage an editorial budget.

Means of distribution. You will study how magazines reach their readers vianews stands, supermarket shelves, subscription services and how magazines are used for member benefit or as a marketing tool. You will also find out how to make online versions pay their way.

Marketing. You will find out about the role of the marketing department and ways in which journalists can become involved in the marketing push via sales promos, offers and competitions.

Advertising. You will studythe role of the ad dept and examine ways in which editorial and marketing should work together.

Editorial Strategy. You will find out how editorial strategies are developed and how to understand what readers want. You will look at the importance of audience research and the value of databases. You will look at the ways editors establish the ‘tone of voice’ of the magazine.

Production and Publishing Process. You will look at the ways magazines are printed and find out about digital publishing processes.

You can also take this unit if you have already passed NCTJ exams in Media Law, Reporting and Public Affairs at another centre.