Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
61 Cards in this Set
- Front
- Back
|
Department Purposes
|
-Appear in every issue -they are the backbone of your publication -they are critical to long-term success in branding your title -they help maintain reader loyalty -they provide flexibility
|
|
|
Last Best Page
|
Many readers go backwards, have psychological benefits for people who go front-to-back, helps you deal with demanding advertisers
|
|
|
What should you consider when designing your TOC?
|
It's the hardest working page in your book, Location!, Spread or single page?, What's the best order?, Distinguish bt features and departments, consider your readers
|
|
|
How is a mag Design diff. from Decoration?
|
It communicates through words and pictures, It tells stories, It speaks to readers (practical? Emotional? Intuitive?) It will be received in myriad ways
|
|
|
What are design Objectives?
|
-Communication -Education -Info -Guidance -Encouragement -Promotion -Inspiration -Awareness -Dialogue -Persuasion -Entertainment -Direction -Motivation
|
|
|
Six Basic Design Principles
|
1.Emphasis- The more important the element, the more prominent 2.Contrast-Visual elements on a page should look distinctly different from each other 3.Balance- Distribute visual elements to achieve a pleasing and clear layout 4.Alignment- The visual connection among words, graphics, images, shapes, and lines on a page 5.Repetition- Repeating lines, shapes, images, colors within a page helps establish a unified, cohesive design 6.Flow- The visual and verbal path of movement that a viewer's eye follows through a page or sequence of pages
|
|
|
ATSI(Art/Title/Subhead/Byline) approach to design
|
Use a large attention-getting photo/art, Follow with a title line, The subhead or byline should move the reader toward the beginning of the article, The initial letter signals the beginning of the article
|
|
|
Axis Approach to Design
|
Line up multiple elements and keep things square, Distribute elements througout the layout not bunched up all in one place, Place elements around the page to create
|
|
|
Ordered Design
|
Stresses unity from page to page, Tightly organized with consistent typography and page margins, Crisp/Clean/Attractive, (Ex.- Scientific American, The New Yorker, The New Republic)
|
|
|
Diversified Design
|
Use basic principles but with variety, Usually order within the chaos, Use varying typfaces/Change margins (Ex.- Esquire, Outside, More)
|
|
|
How does a reader's eyes move on a magazine page?
|
Westerners read from left to right/ top to bottom, Research shows magazine readers also read form big to little/ Heavy to Light/ Color to Non-Color, This is why a full-color photo/drawing/ or even spot color, can pull a reader in, Magazine readers also follow a Z formation
|
|
|
How can you direct eye movement?
|
Eyes in a photo, Raised capital letters in the middle of text, subheads bt paragraphs, bullets
|
|
|
What does the "grid" establish?
|
Margins, # or columns per pg, Widths of columns, Cutline and photo placement, Title placement, Use of whitespace
|
|
|
Why is the "grid" important
|
*The reader benefits from pgs that are logical, organized, and readable *The grid creates a design standard, allowing everone to speak the same language
|
|
|
What are the benefits of coated paper stock? Uncoated?
|
Coated holds ink better, has sharper images, but a glare... Can be high gloss, low gloss, or matte/ Uncoated, like newsprint, allow ink and light to soak in for a duller image- "Super calendared" is in-between and is now used in high circulation mags.
|
|
|
How is the weight of paper stock determined?
|
Pounds of a ream-- 500 sheets of paper cut to a standard size (*Today's mags are published on anything from 32 lb to 150 lb paper)
|
|
|
Sheet Fed Printing
|
Small mags under 10,000 circulation, 1 at a time
|
|
|
Web Presses
|
Mags above 10,000 circulation can be web, which use a continuous roll of paper
|
|
|
Saddle Stitched Binding
|
stapled in middle
|
|
|
Perfect Binding
|
bound like book with separate covers.
|
|
|
Signatures
|
Magazine pgs are printed in multiples of 4. These sheets are "signatures." Pages not printed sequentially. The way pgs are printed on the signature is called the "imposition."
|
|
|
How is color created?
|
-Light rays relected from a surface create color -Ex.-- A yellow sweater reflects yellow and absorbs all else -Black is the absence of color -White is the presence of color
|
|
|
What are some things to remember when working with color?
|
-Learn to take risks while remembering your audience -Remember color doesn't always have to be symbolic -Think of what you are trying to say with your design -Brainstorm what colors might effectively convey that message -Consider what colors might be inappropriate for your design
|
|
|
What is memory color?
|
Ad experts know that color can be an effective branding tool-- If you see Coke in black and white you still know what color it is. -People know what color something should be-- Use this to your advantage
|
|
|
Hue
|
The name of the color we see, Hue is either pure color: red, blue, or yellow or a mixture of colors: teal, violet, or brown (*The avg. person can distinguich about 150 colors)
|
|
|
Value
|
Refers to how dark or light a color is-- Black is lowest value, white is highest
|
|
|
Saturation
|
Describes the purity or intensity-- The reddest red or bluest blue imaginable, A saturated hue doesn't contain black, white, or gray
|
|
|
What five color combos help designers make harmonious choices?
|
Monochromatic, Analogous, Complementary, Split Complements, Triads
|
|
|
Monochromatic Color Combos
|
Simplest color harmony and is created by using different values of the same color
|
|
|
Analogous
|
Created with two adjacent colors of the wheel
|
|
|
Complementary Color Combos
|
Colors directly across from each other-- produces good contrast bt warm and cool
|
|
|
Split Complements Color Combos
|
Directly across and one over
|
|
|
Triad Color Combos
|
Three colors, each at the point of an imaginary equilateral triangle on the color wheel
|
|
|
Display Type Text
|
13-14 pt +, Used to construct headlines, subhead, drop caps, etc.
|
|
|
Body Text
|
7-12 pt., For paragraphs and captions
|
|
|
Serifs
|
Ornamental flourishes or feet, Serifs give each character a uniqueness, Serifs increase readability when type is set as body copy-- The horizontal direction of the serifs help to guide the eye
|
|
|
Sans Serifs
|
Even strokes, High readability esp. from a distance, Best uses: Headlines and subheads, PowerPoints, Websites
|
|
|
X-Height
|
Vertical height of a typeface at its center line or the height of the lower case x
|
|
|
Leading
|
term from the old days when thin sheets of lead were placed bt letters, For printer- provide type point size and leading (ex.- 12/14) Ideal leading is 1 or 2 pts more than type size or 20% of the pt size
|
|
|
Tracking
|
Adjacent space bt letter in word or line, Display type, Avoid with script and cursive
|
|
|
Kearning
|
Adjacent space bt individual letters, Display type, Avoid with script and cursive
|
|
|
What is the formula for determining ideal line length?
|
1 1/2 alphabets of a font is the right length of column, When standard alphabet isn't available multiply size of type by 1.5 to get a line in picas (Ex.- 10 pt. x 1.5= 15 pica line length)
|
|
|
How is type measured?
|
Points from ascender to descender in font-- 1 pt is 1/72 of an inch, 72 pts. for an inch (Also measured in pts is leading, letterspacing, Thickness of rule lines and frames)
|
|
|
What are the ethical issues related to magazine publishing?
|
Plagarism, Payola (offering money to get a story), Conflict of Interest, Withholding Info, Deceit, Invasion of Privacy, Participation
|
|
|
ASME "best practices" for Advertising placement
|
The cover is your brand statement, The cover and spine aren't for ads (editorial only), Don't use cover stickers to advertise products, A false cover is OK! (If mag logo isn't used to suggest editorial endorsement, If editorial content and graphic design aren't integrated with advertising, If it doesn't look similar to your cover, If it is labeled as advertising)
|
|
|
ASME "best practices" for Logos
|
Can be used on pages promoting your mag, Can NOT be used on advertiorial (ad written as if it were an editorial), Can't be used on ad to suggest editorial endorsement unless the product has received an editorial award, An advertiser's logo can't appear on editorial pages unless covering some aspect of the company in a legitimate article
|
|
|
ASME "best practices" for Product Placement
|
Don't accept payment from advertisers to place or promote products in editorial content, Don't create content/consider adjacencies/cover public figures associated with a product in exchange for advertising
|
|
|
ASME "best practices" for Advertiser Review
|
Mag covers/TOC's/articles/photos/pg. layouts/and editorial material shouldn't be submitted for advertiser review, Adveritsers shouldn't directly refer to editorial content including special articles or pg. #'s
|
|
|
What are some effects of media globalization?
|
Some media critics worry about foreign ownership. At stake is control of the direction of our cultural advancement (Ben Bagdikan frets that "anonymous superpowers" are a potential threat to US cultural autonomy. Others say that global media companies are neutral as to content and have no ideological preferences except making money, Many have adapted to local cultures)
|
|
|
Cultural Intrusion
|
Some experts claim that export of US/Western popular culture amounts to latter-day imperialism (In developing countries communication flow is one-way. The Western media is overwhelmingly powerful). India and South Africa provide case studies-- After Star TV began carrying US-generated programming, Indian people started dressing like Americans, S. African robbers were shouting "freeze")
|
|
|
Photojournalists' Code of Ethics
|
-Be accurate and comprehensive of subjects -Resist being manipulated by staged photo opportunities -Be complete and provide context (Avoid stereotypes of individuals or groups. Work to avoid presenting your bias) -Treat all subjects with respect and dignity -Do not contribute to/alter/influence events -Editing should maintain the integrity of the photo -Do not pay sources or subjects -Do not accept gifts/favors/compensation from those who would influence coverage -Don't intentionally sabotage the work of other journalists
|
|
|
What are signs your magazine is ailing?
|
-Declining renewal rates -Declining results of promotions -Declining single-copy sales -Deteriorating reader demographics -Ad pages declining -Quality of Ads declining -Cost to sell advertising increasing -Competitors gaining in circulation or advertising
|
|
|
What are the pros of extending your brand via book publishing?
|
Books and mags are similar. You know the product. You know the experts. Your audience has already displayed interest in the subject. Your brand will rub off on the books you publish
|
|
|
What are the cons of extending your brand via book publishing?
|
Your mag readers may not want books. It may be difficult to regularly develop titles. It may take key editors away from their primary duties. It's competitive. Publishing just 1 title takes a long time.
|
|
|
How is book publishing different from magazine publishing?
|
-Each title is one-of-a-kind and must be marketed on its own -Different marketing channels -No remewals/repeat sales -Different pricing structure -Different accounting -Too much competition -No ad revenue -Different production and products -Authors expect advances and royalties, not flat fees -You need a warehouse
|
|
|
Organization Magazine
|
1. Association Magazines- Published by Non-Profits. Often the mag is a profit center. 2. PR Magazines- Have corporate parents, which may be publicly or privately owned. Sometimes produced by publishers of consumer mags
|
|
|
Association Magazine
|
1. Members are like stakeholders and have stake in how it's run. Money made is plowed back into membership. 2. PR Magazines- One arm of a corporation. Generally published out of PR, corporate communication, or HR departments. Content decisions not made by editors alone.
|
|
|
How is writing for an online format different than writing for print?
|
1. The reader rules!- Don't tease by withholding info -Surrender to the reader control of the story's sequence 2. Layer info so readers can choose the amount they need on each visit
|
|
|
Shovelware
|
Stories as they appear in print
|
|
|
What are six dimensions of interactivity?
|
1. Direction of Communication- One-way is tradtional mass media. Two-way as in interpersonal 2. Time Flexibility- Synchronous (real-time, immediate). Asynchronous (stored, available any time). 3. Sense of Place- Geographical distance, virtual presence 4. Level of Control- Who controls the experience? 5. Responosiveness- Effort required from user 6. Perceived Purpose of Communication- Persuasion, Info, Collaboration
|
|
|
Why are magazine apps more appealing to advertisers than magazine websites?
|
Users spend 70-80 min. per day/per issue. etc.
|
