2. Most magazines have a
bifurcate structure.
 Creative Engine
(Editorial and Art)
 Business function
(advertising,
circulation,
production and
general
management)

3. TRADE Magazines
-These are edited for readers
who have a need for more
information about their
particular job, industry or
profession.
CONSUMER Magazines
--These appeal directly to an
audience of readers who are
targeted as potential readers by
virtue of where they live.
-- Most of these magazines sell
pages of advertising.
(ADVERTISING)
-- Consumer magazines are easy
for readers to find.
(AVAILABILITY)

4. Editor-in-
Chief
Managing Executive Creative
Editor Editor Director
Contributing Senior Art Associate
Copy Chief Editors and
Director Art Art
Columnists Editor department
Director
Assistant
Copy Research Features Photo
editors Chief Editor Editor
Fact News Associate
checkers Editor Photo
editor
Staff Writer
Associate Editors
Assistant
Editors

5. Publisher
Editor
Deputy
Columnists Art Director
Editor
Contributing Assistant Photo
Editors Editor Researcher
Copy Editor
Proofreader

6. ROLES OF THE PUBLISHER:
 The one responsible for all
the operations of the
magazine.
 A strategist who sets
challenging but achievable
goals.
 He knows his readers and
his advertisers.
 Using possible resources
(personal experience, market
research, current economic
and business press)
 Prime mover in the
development of new products
that can be developed

7. 1. OVERALL VISION.
The editor must be able to see clearly where his
magazine is headed.
2. CREATIVITY AND DEMONSTRATED SKILL.
He must be an exceptional writer. Must be creative and
must be able to recognize and nurture creative ability in
others.
3. GRAPHIC SENSIBILITY.
The editor must be comfortable imagining how a story
will appear on the printed page.
4. PRODUCTION KNOWLEDGE.
He must understand the production and the other
technical aspects of publishing.
5. FLAIR FOR PROMOTION
He must entice readers into reading, newsstand buyers
into buying. (writing eye-catching headlines, selecting
provocative photograph, creating moving captions)

8. ROLE OF THE EDITOR:
 He decides what will appear
in the magazine’s editorial
pages.
 He keeps the words and
images in the magazine
consistent with the magazine’s
editorial mission.
 His main concern is to
satisfy the needs of the
magazine’s audience/readers.
 His basic job is to oversee
the editorial direction and
content of the magazine.