Most magazines have abifurcate structure. Creative Engine (Editorial and Art) Business function (advertising, circulation, production and general management)
TRADE Magazines-These are edited for readerswho have a need for moreinformation about theirparticular job, industry orprofession.CONSUMER Magazines--These appeal directly to anaudience of readers who aretargeted as potential readers byvirtue of where they live.-- Most of these magazines sellpages of advertising.(ADVERTISING)-- Consumer magazines are easyfor readers to find.(AVAILABILITY)
Editor-in- Chief Managing Executive Creative Editor Editor Director Contributing Senior Art Associate Copy Chief Editors and Director Art Art Columnists Editor department Director Assistant Copy Research Features Photoeditors Chief Editor Editor Fact News Associate checkers Editor Photo editor Staff Writer Associate Editors Assistant Editors
Publisher Editor DeputyColumnists Art Director Editor Contributing Assistant Photo Editors Editor Researcher Copy Editor Proofreader
ROLES OF THE PUBLISHER: The one responsible for allthe operations of themagazine. A strategist who setschallenging but achievablegoals. He knows his readers andhis advertisers. Using possible resources(personal experience, marketresearch, current economicand business press) Prime mover in thedevelopment of new productsthat can be developed
1. OVERALL VISION. The editor must be able to see clearly where his magazine is headed.2. CREATIVITY AND DEMONSTRATED SKILL. He must be an exceptional writer. Must be creative and must be able to recognize and nurture creative ability in others.3. GRAPHIC SENSIBILITY. The editor must be comfortable imagining how a story will appear on the printed page.4. PRODUCTION KNOWLEDGE. He must understand the production and the other technical aspects of publishing.5. FLAIR FOR PROMOTION He must entice readers into reading, newsstand buyers into buying. (writing eye-catching headlines, selecting provocative photograph, creating moving captions)
ROLE OF THE EDITOR: He decides what will appearin the magazine’s editorialpages. He keeps the words andimages in the magazineconsistent with the magazine’seditorial mission. His main concern is tosatisfy the needs of themagazine’s audience/readers. His basic job is to overseethe editorial direction andcontent of the magazine.