I've read this book cover-to-cover twice. Once to get an overview, and once to commit to memory so many of the useful tidbits and statistical studies.Then, I also re-read each of the interviews and sidebars to gain an understanding of how others have dealt with the various issues.
Chapters 5 through 9 will be of benefit to first-year journalism students in understanding magazine organization and lines of authority.
I found, however, the greatest benefit for me came from chapters 14 and 15, Starting A New Magazine, part I and part II.
Also, Establishing A Circulation Base and Magazine Promotion, chapters 10 and 11, explain the process without getting overly technical. Actually, I found the explanation of the various markets and methods of achieving magazine sales to be the best concise treatment I have yet found.
If you are a journalism student getting prepared for entering employment in magazines, or are an experienced writer wanting to start your own magazine, this book will be a valuable asset that you will read again and again.
If you are an investor considering funding a new magazine this is a MUST buy, MUST read book.
This is a good primer with a short introduction on the early days of magazines up through today and, perhaps, the future.Leonard Mogel shows us how magazine publishers have adapted to the times and how they thrive more today than in during the Golden Years.
This book is not as helpful as others in starting a new periodical, but it is more helful for the college student wanting to enter the field for a living.
A definite must have for people wanting to understand magazine trends.
