Course Schedule
Note: Course schedule is subject to (and probably will) change.January 31
> Course overview
> New Magazine Startup Guide
> Pop-Up Magazine Rethinks the Definition of Magazine Media
> Following Up With Pop-Up Magazine, From the Other Side of the Curtain
> A brief history of magazines (PPT)
> The magazine industry (PPT)
> Top U.S. Consumer Magazines
> The anatomy of a magazine (PPT)
> Magazine terminology (PPT)
> The Matter of Time
>Media Life Magazine coverage of the magazine industry (archive)
February 7
DUE: Read Hogarth Chapters 4, 6; Kobak sections 5, 6, 11, 15-17; Read this article on AARP the Magazine; post blog links online
Guest speaker: Meg Guroff, Features Editor, AARP The Magazine (media kit)
Print vs. digital magazines
> Print Magazines Are NOT Going the Way Vinyl Went
> Yoga Digest: A launch story
> The Story of the Latest Travel Magazine Launch
> Creating and Running a Profitable Online Magazine, Part I and Part II
February 14
DUE: Magazine Analysis #1; Read Hogarth Chapters 1-3; Kobak 18, 19, 27
Magazine Launch Plan: Editorial
Developing an idea; the importance of niche
> The Roadmap To Magazine Success As Told By Wired Magazine’s Editor In Chief
February 21
DUE: Preliminary pitches (5 minutes each)
Group work
February 28
DUE: Magazine Analysis #2
DUE: Questions for guest speaker; Kobak 26, 28, 29, 50, 51
Magazine Launch Plan: The business plan
Guest speaker: Jonathan Oleisky, President, Kalix Communications
> Magazine Execs Batten Down the Digital Hatches at AMMC
> Learning from the New Yorker, Wired's new paywall aims to build a more "stable financial future"
March 7
DUE: Personal job descriptions and task lists; Read Hogarth Chapter 8
Crafting a mission statement; Staffing; Planning editorial content; Recruiting writers and editors
> Your Brand Needs a Visual Style Guide: Here's How to Create One
> 21 Brand Style Guide Examples for Visual Inspiration
> Millennials reveal the top 100 brands they love
Benchmarks: Drafts of mission statement and branding strategy
March 14
DUE: Questions for guest speaker; Magazine Analysis #3
Magazine Launch Plan: Marketing; Events
Guest speaker (via Skype): Katie Arcieri Perschy, Washington Business Journal List of WBJ Events
> How Magazines Hit the Crowdfunding Jackpot on Kickstarter
> Who Funds Magazine Startups?
> Making Paid Content Work in Digital Media
> Mr. Magazine Interview with Traditional Home’s Publisher Beth McDonough
> Magazine launch strategies: getting your marketing right
> Marketing Plan Template: Exactly What To Include
Benchmarks: Draft of marketing plan
March 28
DUE: Kobak 34-39; Questions for guest speaker
Magazine Launch Plan: Advertising and Circulation
Guest speaker: John Stefancik, Publisher, Chesapeake Bay Magazine
> Circulation marketing strategies evolve
Benchmarks: Draft of advertising and circulation plans
April 4
DUE: Magazine Analysis #3; Read Hogarth Chapter 5; Kobak 20-25; 40-48; 59-65; Questions for guest speaker
DUE: Questions for guest speaker
Magazine Launch Plan: Digital strategy
Guest speaker: Ryan Reed, digital editor at Discovery Inc. (formerly Scripps Networks Interactive) where he contributes to the editorial strategy of HGTV.com, TravelChannel.com and DIYNetwork.com. Ryan has also worked at Smithsonian magazine and Garden and Gun.
> SELF’s Brand Forecast: Digital With A Chance Of Print
> 7 Questions for Ruthie Friedlander, InStyle’s Special Projects Director
Benchmarks: Draft of digital strategy
April 9
Last day to withdraw from class
April 11
Magazine Launch Plan: Design
> Seventeen Magazine: A Brand That's Helping Today's Teens Effect Change In Our World
> Free Magazine InDesign Templates
Benchmarks: Magazine mockup
April 18
DUE: Read Hogarth Chapter 11
Magazine Launch Plan: Media kits
Benchmarks: Draft of media kit
April 25
Careers in the magazine field
Guest speakers:
Erika Huber, Editorial Fellow, Washingtonian magazine.
Krissy Elliott, California magazine.
May
2
DUE: First draft of Magazine Launch Plan; Questions for guest speaker
> Sample magazine business plan
Pitch rehearsal
May 9
DUE: Final draft of Magazine Launch Plan
Final pitch to judges (Judging sheet)
May 16
1- to 2-page report on your personal contributions to the group (due by 7:30 p.m. via email)