Chapter 5. Designing Magazines and Newspapers

Figure 5.1. 

 

 

 

“EVERY PUBLICATION NEEDS FIZZ: AN ELEMENT OF SURPRISE THAT SEPARATES IT FROM THE REST.... IT IS A SPECIAL TOUCH THAT CAN LIFT A HEADLINE, A STORY, A PAGE DESIGN, HOW A PHOTO LOOKS ON THE PAGE. IT HAS LITTLE TO DO WITH WHAT ONE HEARD IN THE FOCUS GROUP AND ALL TO DO WITH THE EMOTION OF THE MOMENT.”

 
 --Dr. Mario R. Garcia

Perhaps the most surefire way to gauge the health of the magazine business is to talk to advertisers. According to Advertising Age, “The top 100 U.S. advertisers last year (2006) increased ad spending by a modest 3.1% to a record $104.8 billion. But most of that growth came ...

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