How to run a magazine business
At last a practical guide to managing magazine publishing
Michael Bird
In reviewing Michael Wharton's important recent book, the writer also adds insights of his own into the nature and responsibilities of magazine management. Part of Wharton's technique is to provide (a) the essential checklists that make every aspect of a magazine business tick, and (b) the collateral knowledge - for instance about production - that new publishers need if they don't come from that discipline. He also uses axioms and old saws a good deal. In all, Wharton has created a remarkable...