|
|
Article: WEIGHT-LOSS FORMULA.(virtues of fewer pages)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- January 1, 2003
CopyrightCOPYRIGHT 2003 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
Byline: PETER HUTCHINSON
FOLIO ACADEMY
As too many Americans know - particularly following the merriment of the year-end holidays - excess weight carries a heavy toll. The same is true of magazines. We all speak admiringly of issues that are "fat." At the same time, there's virtue in keeping one's magazine trim - meaning as light as possible, given the needs of readers and advertisers. Think of it as the book's ideal fighting weight.
Why bother?
One word: Distribution. Distribution is increasingly costly for publishers. At current periodical rates, roughly 30 percent of a magazine's postage expense is weight-related. That's a big ...