J-347S / MAGAZINE MANAGEMENT

Transcription

1 LABS: (All held in 4.316) Monday: 9-11 a.m. Monday: 3-5 p.m. Wednesday: 3-5 p.m. J-347S / MAGAZINE MANAGEMENT Syllabus for J347S / Fall 2010 Monday/Wednesday/Friday Noon 1 p.m. CMA CLASS TAUGHT BY: DAVE GARLOCK SENIOR LECTURER IN JOURNALISM (Magazine Sequence Head) garlock@mail.utexas.edu OFFICE: CMA PHONE: OFFICE: HOME: (512) (until 10 p.m.) CELL: OFFICE HOURS: MONDAY/WEDNESDAY 1 2 p.m. FRIDAY 1 3 p.m. (Also available during lab times or by appointment) TEACHING ASSISTANT JOE HOLLOWAY PHONE: (903)

2 OFFICE HOURS: TUESDAY THURSDAY 2-4 p.m. WEDNESDAY a.m. 1-3 p.m. LEARNING OBJECTIVES: This class will concentrate on all things magazine --- including operations and management. You will learn how magazines handle editorial, advertising, circulation (including acquiring and keeping subscribers), production and printing --- and make money. On a parallel track, you will learn how to start a magazine on your own. Students (individually or in teams) will prepare a business plan for a launch of a magazine of their own choosing (information is contained in this plan. Guest speakers and advisors will frequently be in the class and possibly in lab to help.) One such speaker, Richard Parker, an Austin-based local and national magazine consultant, and former associate publisher of the New Republic magazine, says it is crucial for magazine students to understand the interesting dance the editorial and business sides play together in today s publishing world. Parker says it leads to a deceptively simple survival question: How do we make money? To answer that question, you will hear from many speakers who have succeeded in the magazine industry --- many took this class, or one like it, at another University. Their comments will tie directly to the business plan you are working on. In many ways, this class will seem a lot like your internships with one exception: you will not be standing on the sidelines and may leave this class (and Magazine Production, if you take it) fully prepared to take a magazine to press by yourself. You will be expected to research the subjects covered in advance of class and take part in class discussions. This will help your business plans, as well. Work on the current and next issue of BurntOrange magazine will also be done in this class, specifically in the labs, and at other times as needed.

3 You will also be grouped into teams to help with the business plans. Some of the work will be collaborative. We ll explain in class. LAPTOPS: I ll allow them during class but NOT during guest speakers. I recognize many people take excellent notes on their laptops but have noticed, the last few years, a lot of students using their computers (and cell phones) for social media and/or Face book contacts, plus instant messaging during guest speakers, which disturbs the speakers and other students, as well. COURSE PACKET: None: Handouts will be handed out or put on Blackboard. REQUIRED TEXTS: The Magazine from Cover to Cover By Johnson and Prijatel Pocket Pal International Paper HIGHLY RECOMMENDED: The Magazine Leonard Mogel (If you can find it) The Magazine Industry By Charles Daly The Fanciest Dive (How Time launched TV-Cable Week) (If you can find it)

4 REQUIRED READING: The Monday media section of The New York Times; Magazinedeathpool.com; Google Alert: Editor and Publisher magazine. RECOMMENDED (at PCL or online): Standard Rate and Data (SRDS) Audit Bureau of Circulation Business Plan Handbooks Bacon s Magazine Directory ALSO: As many consumer and specialized magazines as you can read in one semester. PROFESSIONAL PUBLICATIONS: Folio: Alert (online); Advertising Age (At CCS), Quill, AJR, CJR, Editor & Publisher. GRADING: Business /strategic plan: (The final product) 50 percent The papers you turn in (Relating to the plan) 10 percent Lab work: 20 percent (Includes ALL the work you do in lab)

5 Class Project(s) and work (Includes guest speaker notes) 10 percent BurntORANGE magazine: 10 percent The Official UT Grading Scale: Grade Score GPA Grade Score GPA A C A C A C B D B D B D F ADDITIONAL GRADING NOTES: To get an A on the business plan part of the class, you will need to go beyond the basics in all areas, especially market research, demographics and statistics, etc. Here are some helpful rules to help your plan nab the top grade: Meet all deadlines. Participate in ALL class project(s) and presentations. Complete all minimum section requirements, and the more extensive final portions of each section. Use AP style exclusively and PROOF your plan! Include an Executive Summary. Include materials from guest speakers. Go the extra mile and wow us with your plan and creativity.

6 ABSENCES: Four unexcused absences in the class, PLUS two in lab are the limit. After that, you will either see your grade reduced one full letter grade, or additional work assigned by your instructors, per additional absence. No exceptions to this rule---your graduation situation won t make any difference. The roll sheet will be collected 15 minutes into class. (Arriving minutes late counts as half an absence.) Missing assigned scheduled guest speakers or any classes announced as important count as double-absences. Keep in mind, I m a lot more understanding if you CALL IN ADVANCE with any problems. After the fact is---just that---after the fact! IMPORTANT: A lot of things you will need for your business plans will come from the guest speakers (and the questions you ask). You are expected to take notes during their talk and turn a copy of them in at the next class. LATE PAPERS: Will be graded down at the rate of 10 points per day. All assigned out-ofclass papers are DUE AT THE BEGINNING OF CLASS. MY POLICY ON DISHONESTY: Any form of academic dishonesty, including plagiarism, borrowing research from another student, etc., will result in an automatic and instant grade of F for the entire course. Borrowing guest speaker notes from other students cannot be turned in or used at any time during the semester, unless you attribute them to the student and tell us in advance. UT POLICY ON DISHONESTY: The University defines academic dishonesty as cheating, plagiarism, unauthorized collaboration, falsifying academic records and any act designed to avoid participating honestly in the learning process. Scholastic dishonesty also includes, but is not limited to, providing false or misleading information to receive a postponement or an extension on a test or other

7 assignment, and submission of essentially the same written assignment for two courses without the prior permission of the instructor. By accepting this syllabus, you have agreed to these guidelines and must adhere to them. Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in the course and/or dismissal from the University. BUSINESS PLAN RESEARCH During the semester, you will see many business plans from previous students and it is NOT considered dishonesty to learn from what they did from the last ememester, or use some of their methods. You ARE allowed to use their research SOURCES, as long as you do new research on your own. An example: you may see a plan where libel insurance was acquired from a certain company at a certain price. You are certainly allowed to contact that insurance company and get new details. NOTE: JUST TELL US WHAT YOU USED FROM EACH PLAN IN YOUR SOURCE NOTES. It mostly boils down to basic honesty and intent. If you have any questions, just ask us. UT POLICY ON RELIGIOUS HOLY DAYS: The Texas Education Code specifies students shall be excused from attending classes or other required activities, including examinations, for the observance of a religious holy day, including travel for that purpose. A student whose absence is excused under this subsection may not be penalized for that absence and shall be allowed to take an examination or complete an assignment within a reasonable time after the absence. A student who misses classes or other required activities, including examinations, for the observance of a religious holy day should inform the instructor as far in advance of the absence as possible, so that arrangements can be made to complete an assignment within a reasonable time after the absence.

8 UT POLICY ON STUDENTS WITH DISABILITIES: Students need to notify their instructor of any modification/adaptation required to accommodate a disability-related need. Students will need to provide documentation to the Dean of Student's Office in order that the most appropriate accommodations can be determined. Specialized services are available on campus through Services for Students with Disabilities VISITS WITH ME: Strongly recommended. I want you to come see me during the semester, to talk about the class, jobs, etc. INTERNSHIPS: Very valuable for this class. See me fast if you need or want one. INDEPENDENT STUDY PROJECTS I will be glad to work with you on a three-credit J-379 project, if you wish. This counts as three journalism hours --- as much as a full class. There are many possible projects I am interested in having done.

9 J347S COURSE OUTLINE / FALL 2010 (The day-to-day schedule Note: This outline is subject to change depending on class circumstance, the availability of guest speakers (there will be a lot) and other factors. It s accurate unless I change it! Week #1 Aug Text (Johnson): Chapter 3 (History) Week lectures: Intro, course overview, syllabus, your business plans, projects. Wednesday Labs: FORM GENERAL TEAMS IN EACH LAB. Find the cheapest subscription prices you can for your favorite magazines: check out magazinedeathpool.com first, then 5-10 more sites. TURN IN SUMMARY OF YOUR FINDINGS. Friday Give out BurntOrange at selected locations.

10 Week #2 Aug. 30 Sept. 3 Johnson: Pocket Pal: Chapter 1 (The Magazine) History Week lectures: The magazine industry. Monday Labs: MAGAZINE NAME DUE FORM SPECIFIC TEAMS 1. Begin researching your magazine competition. 2. Look at some magazine web sites to learn about the magazine industry and see what types of jobs editors are expected to do: (Folio) foliomag.com; (Advertising Age) adage.com; (Magazine Publishers of America) mpa.com; (CRMA)citymag.org; (IRMA) regionalmagazines.org Friday SPEAKER: REBECCA FONTENOT, ALCALDE LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of a magazine editor, both for your career and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

11 Week #3 Sept Johnson: Chapter 8 (Editorial) Week lectures: Editorial Monday Wednesday Wednesday LABOR DAY SPEAKER: KATE HULL COMMUNITY IMPACT CONCEPT PAPER DUE Labs: Magazine research, editorial Friday

12 Week #4 Sept Johnson: Chapter 5, 6 (The business plan) Week lectures: Editorial Monday TURN IN RESEARCH ON COMPETING MAGAZINES AND MEDIA KITS Wednesday: Labs: SPEAKER: JONATHAN NELSON AND KATE McCANN, TEXAS FAMILY PHYSICIAN; PLUS PENNY PEHL, FIRST EDITOR OF ORANGE. Editorial LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of advertising in a magazine, both for class and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

13 Week #5 Sept Johnson: Chapter 2 (Advertising) Week lectures: Advertising Monday Wednesday TURN IN EDITORIAL PAPER SPEAKER: JAMES HYDE BLOOMBERG BUSINESS WEEK. Labs: Your Business Plan Requirements section will guide you here. Notice you need to talk to someone at one of your competing magazines. This, plus your competitor s media kits and staff box will help you learn about the advertising they carry, their ad rates, cost per thousand and the names of their advertising staff. You may choose a couple of them (or your contact person) to head up your magazine s advertising department. Also look into the role of advertising agencies and sales reps. LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of circulation in a magazine, both for class and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

14 Week #6 Sept. 27 Oct. 1 Johnson: See pages on circulation in the index. Week lectures: Advertising, circulation Monday TURN IN COMPREHENSIVE MARKET RESEARCH Lecture: Circulation Labs: Circulation Your Business Plan Requirements section will guide you here. Dana Donalson s talk on Friday will be of help (she is a graduate of this school and this class.) Friday MONTHLY SPEAKER: DANA DONALSON, TEXAS

15 Week #7 Oct. 4 8 Week lectures: Market Research TEAMWORK: The Market Research team will develop some information for all the class and help you as necessary in doing your comprehensive research. Joe will coordinate this. Monday TURN IN SALES PAPER AND MEDIA KITS Wednesday Labs: Market research (and circulation, including burntorange finding distribution points and racks). Your Business Plan Requirements section will guide you here. Guest speakers, lectures and research will also help. Friday Auditing LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of direct mail and list brokers in a new (and ongoing) magazine, both for class and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

16 Week #8 Oct Week lectures: Research, Direct mail, lists TEAMWORK: The Direct Mail List Brokers team will develop some information for all the class and help you as necessary with your direct mail-type research. Joe will coordinate this. Monday Research Wednesday Labs: Direct mail, lists Your Business Plan Requirements section will guide you here. Possible speakers and lectures will help. Research on your own may be necessary, including the Direct Mail team. LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of art and design on a magazine, both for class and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

17 Week #9 Oct Johnson: Chapter 9 (Design, art) Week lectures: Market Research, Art and covers TEAMWORK: The Art-Design team will develop some information for all the class and help you as necessary with your art-design needs. Joe will coordinate this. Monday TURN IN CIRCULATION PAPER Lecture: Market research, art Wednesday Labs: Market research, art Your Business Plan Requirements section will guide you here. Possible speakers and lectures will help. Research on your own may be necessary. Friday Art, design LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of production, printing and paper in a magazine, both for class and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

18 Week #10 Oct Johnson: Pocket Pal: printing presses. Chapter 10 (Production) Digital prepress, plate making, printing inks, and TEAMWORK: The Production Printing team will develop some information for all the class and help you as necessary with your printing-production needs. Joe will coordinate this. Week lectures: Production, paper Monday LIST BROKERS/ DIRECT MAIL DUE ORANGE STORY DUE Lecture: Art and covers. Wednesday Lecture: Covers, printing Labs: Your Business Plan Requirements section will guide you here. Possible speakers and lectures will help. Research on your own may be necessary. Friday Art or printing, production

19 Week #11 Nov. 1-5 Week lectures: Printing, Online/Web Monday SPEAKER: ELYNN RUSSELL, TEXAS MONTHLY Monday PRODUCTION/PRINTING DUE Wednesday ONLINE / WEB Labs: Your Business Plan Requirements section will guide you here. Possible speakers and lectures will help. Research on your own may be necessary. LEARNING OBJECTIVES FOR NEXT WEEK: Read your text THEN: prepare to participate in class discussions on the role of staffing and personnel for a magazine, both for class and your business plans. SEND A COPY OF YOUR PAPER TO JOE BEFORE MONDAY S CLASS.

20 Week #12 Nov Johnson: Pocket Pal: Chapter 7 (Staffing) Paper Week lectures: Business side, financials Monday ART/DESIGN PAPER Wednesday SPEAKER: AMBER BYFIELD, TEXAS MONTHLY Labs: Friday PRINTING PLANT TOUR: WHITLEY PRINTING

21 Week # 13 Nov Lectures and labs: THIS WEEK: BUSINESS PLAN PRESENTATIONS (Presentations will mostly be presented in lectures Note: Due financials this week as well. TEAMWORK: The Financial team will develop some information for all the class and help you as necessary with your financial and numbers needs. Joe will coordinate this.

22 Week # 14 Nov. 22 Johnson: Lectures: Chapter 11 (Legal) Financials Monday TURN IN CORPORATE PAGE: BIZ /STAFFING / FINAL / SRDS PARAGRAPH Wednesday Friday NO CLASSES (THANKSGIVING HOLIDAYS)

23 WEEK #15 Nov. 29 Dec. 3 LAST WEEK Monday FINANCIALS (AT LEAST TWO YEARS) Wednesday: LABS: Friday CLASS SURVEY Online, Executive summaries LAST CLASS DAY BUSINESS PLANS DUE

24 KEY DATES --- J-347S / Fall 2010 Day Date Topic Monday Aug. 30 TURN IN NAME OF MAGAZINE (AND RESEARCH TO SHOW NAME IS NOT TAKEN) Wednesday Sept. 8 CONCEPT PAPER DUE Monday Sept. 13 MAGAZINE RESEARCH Monday Sept. 20 EDITORIAL PAPER Monday Sept. 27 COMPREHENSIVE MARKET RESEARCH Monday Oct. 4 SALES PAPER & MEDIA KITS Monday Oct. 18 CIRCULATION PAPER Monday Oct. 25 LIST BROKERS/ DIRECT MAIL Monday Nov. 1 PRINTING, PRODUCTION ORANGE STORY Monday Nov. 8 ART/DESIGN PAPER

25 Monday Friday Nov ORAL PRESENTATIONS FOR BUSINESS PLANS Monday Nov. 22 CORPORATE PAGE: BIZ SIDE/ STAFFING/ FINAL SRDS PARAGRAPH Monday Nov. 29 FINANCIALS (At least two years) Wednesday Dec. 1 CLASS SURVEY Friday Dec. 3 LAST CLASS DAY BUSINESS PLANS DUE

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