Professional Development
Tour of New York
Magazine Publishers

 June 21-23, 2004

Faculty members in magazine programs spent three days visiting New York magazines to update their knowledge and find out what magazine staff members were thinking about. Attendees: Claudia Caruana, LIU and NYU; Kathleen Endres, Akron U; Beth A. Haller, Towson U.; Barbara Straus Reed, Rutgers; Ann Schierhorn, Kent State,
and Sheila Webb, Marquette.

Time Inc. Production

Brooke Twyford, Time Inc.


Monday June 21

9:30 a.m. Time for Kids editor and editor of Time for Kids Online, Dina El Nabli and Kathy Satterfield.
10:30 a.m. Andy Blau, President of Time, overview of Time Inc.

1:30 a.m. Brooke Twyford, Director of Operations for Time Inc. Focus on production aspects: 60-person staff, 35,000 different versions of Time each week; look at 2,000 photos a day, 90% electronic, searchable, from 120 journalists around the world.

Life, picture managment

Kathy Doak, Time Inc.

Jeff Burak, Time Inc.

1:00 p.m. back again with Andy Blau. (See below for detailed coverage of his presentation.)

Focused on the relaunch of revised Life, this time as a newspaper supplement in Friday editions, distributed through some of the biggest newspapers, such as Knight Ridder and the Tribune Co., with an initial circulation of 12 million, bigger than any other magazine at Time-Warner.

He called Life the "#1 magazine in the world in terms of awareness." Bookazines using Life archives were making money, started thinking of Life as a brand, and felt would appeal to people who didn't grow up with Life.

2:00 p.m. Jeff Burak, Director of TimeLife Pictures, discussed the transfer of reproduction rights management to Getty images and the marketing of Life photographs; used to keep 22 million photos in building, now keep 2 million. Rest are stored in Jersey City, with two runners daily crossing the Hudson to get some.

2:30 p.m. Kathi Doak, Director of the Picture Collection, Time Inc. Toured the Life photo archives, viewed drafts of famous layouts and well-known images that Life owns, in particular the Zapruder film of the John F. Kennedy assasination.

3:00 p.m. Bobby Baker Burrows, Picture Editor of Life. She has been there since Life was a weekly, has a long-standing, close relationship with photographers, driving force behind the Life books. An extraordinary individual who shared with us wonderful stories about photographers and photojournalism at Life.

4:00 p.m. Bucky Keady, Executive Director of Human Resources. Discussed internships and jobs strategies for our students. (See below for details.)


ASME Luncheon

Budget Living



Eric Rayman clowning about what it's like to work at Budget Living.

Madeline Cohen, Newsweek

Tuesday, June 22

9:00 a.m. met with Joshua Macht, General Manager and Editor of They are now instituting a "curtain" over content, so subscribers benefit and nonsubscribers are blocked from selected content. We discussed the advantages /disadvantages of this as a marketing/money-making strategy.

ASME Luncheon

Noon, lunch with American Society of Magazine Editors. Speech by Rosemary Ellis, Editorial Director and VP, Prevention Magazine, on redesign and changing design, changing demographic. Since taking over, raised the rate base from 100,000 to 3.3 million.

(See below for detailed account of Ellis' speech.)

Lunch attended by editors of InStyle, Ladies' Home Journal, Parenting, Good Housekeeping, Fitness, Reader's Digest, Elle, People, Health, among others.

Budget Living

2:00 p.m. Eric Rayman, President and C.O.O. of Budget Living. Discussed the successful launch, circulation, readership, staff, and recognition as winner of ASME's National Magazine Award for General Excellence.


4:00 p.m. Madeline Cohen, Director, Newsweek Research Center. Offered overview of this proprietary archive which is used as resource by Newsweek reporters and editors. She stayed late and gave us a demonstration of how the system works.

Women's Wear Daily, DNR, W


Arnold Carr, DNR

Wednesday June 23

9:30 a.m. Panel discussion: Arthur Friedman, senior editor, Women's Wear Daily; Arnold Carr, executive editor, DNR; Jennifer Bikel, photo research editor, Women's Wear Daily, and Jennifer Hirshlag, associate section editor, Women's Wear Daily.

Discussed competition, problems, new ownership (Advance [Newhouse] Conde Nast magazines' owner), pressures, successes and other issues involving their magazines plus others such as W. We toured their premises and remained there till after noon.

(See below for detailed coverage.)

Rest of the day: relax and explore NY, including attending plays, etc.


Internships with
Time, Inc.

Bucky Keady, Time Inc.

Meeting with Bucky Keady, Executive Director, Human Resources, Time Inc., and formerly with Conde Nast.

Advice for those seeking internships:

  1. Do research, be prepared, know company; as publicly held company, a potential intern can find this info.
  2. Send query letter with resume, both have to be perfect.
  3. Cover letter to Time Inc. Human Resources Educational Internship Program.
  4. Have ready by Nov. 1 for following summer going into senior year; if have graduated, better off applying online.
  5. Edit clips, submit only the best 6 10; have to "pop out" with great heads and twist to story; show knowledge of popular culture, trends; different twist.
  6. Make a good impression in interview; chemistry matters; have conversation about something other than themselves facts, awareness of world; will be asked how much they know about other magazines and other writers.
  7. Look for diversity.
  8. This year, 600 applicants in editorial, hired 60.
  9. Paid $10/hr, housing at Columbia.

Andrew Blau,
president of Life magazine

Sandy Green and Andy Blau of Life

June 21, 2004

Life will be relaunched Oct. 1 as a national entertainment magazine appearing in 55 newspapers with a circulation of 12 million. Time Inc. wanted the top 25 DMAs, which encompass half the U.S. population and 70 percent of the purchasing power. It will succeed in reaching 20 of the 25, Blau said.

The new Life is designed to bring pop culture, health, food and travel news on Fridays to an audience that is younger, better educated and has a higher income than the average reader of these newspapers. The target age is 24 to 45.

Life will differ from Sunday magazines Parade and USA Weekend in demographics (those magazines are more appealing to older readers, Blau said -- and shared focus group results) and in production. Life will be printed on high-quality paper by rotogravure, like the Sunday NY Times Magazine, and will be trimmed and stitched. Its closing cycle will be 12 days, four weeks faster than the other two, Blau said.

When Time Inc. tested the concept of the Friday magazine, Blau said, researchers determined that younger readers associated the Life name with "great photography and integrity," even though Life as a weekly closed before some of them were born.

Time Inc., with 25 percent of the consumer magazine market, sees the new Life as a bridge to other revenue streams. The greatest resistance came from newspaper companies that were concerned the Friday magazine would cannibalize their national advertising, Blau said. Contacts with the newspaper companies vary, and some will pay for the magazine, some will get it free, and some will be paid to insert it. Blau wouldn't be more specific.

The magazine will be available by subscription to readers who are not in an area where it is inserted in a newspaper. It will come free to those who subscribe to another Time Inc. magazine.

Four other new magazines are being launched by Time Inc. this year:

  • Suede, a fashion magazine from Essence
  • Nuts, a Maxim-like magazine in the U.K.
  • Cottage Living, from Southern Progress
  • All You, a women's magazine to be sold at Wal-Mart

Rosemary Ellis,
vice president/
editorial director of Prevention magazine

Rosemary Ellis of Prevention

Speech given at the ASME Roundtable Luncheon, June 22, 2004

Ellis was responsible for refocusing Prevention to appeal to a younger audience while retaining its loyal subscriber base. Since a January 2004 redesign, the magazine has raised its rate base to 3.3. million, making Prevention the 11th largest magazine in the country.

She said the target reader is a self-starter in her late 30s to early 40s who has children. The digest-sized magazine is intended as a guidebook packed with information for women who are "successful and in control" and those who are "health seekers."

Ellis said the editorial voice of Prevention was changed from that of "a 17-year-old cheerleader" to a voice that sounds more conversational and skeptical. She plans to have investigative stories as well as one-page pieces on topics such as alternative medicine. She has added new columnists on the mind/body relationship and midlife motherhood.

Other changes incorporated in the redesign:

  • Creating a feature well to make the magazine look better for
  • Grouping content in six categories with color-coded sections.
  • Changing the visual voice: Using older fashion models and
    banning exclamation points.
  • Developing a visual hierarchy so readers could tell ads from editorial.
  • Illustrating medical breakthroughs with more infographics and

Fairchild Publications:

Women's Wear Daily

Jennifer Bikel, WWD

Arthur Friedman, WWD

Met with Arthur Friedman, senior editor of Women's Wear Daily (WWD); Arnold Carr, executive editor of DNR; Jennifer Bikel, photo research editor of WWD; and Jennifer Hirshlag, associate sections editor of WWD.

They are launching a new magazine, Vitals, Sept. 2004. It will be the Lucky magazine for men.

The Advance Bridal group of magazines has moved to Fairchild. Magazines included are Bride and Modern Bride.

Women's Wear Daily

It comes out 5 times a week, M-F. It considers itself a trade newspaper with some magazine elements. It covers a wide range of topics from stories on mergers, to features and hard news. It considers the Wall Street Journal its competition, but as the only one covering the apparel industry, WWD usually gets the story first. The stories from WWD also are sent to a variety of newspaper subscribers through the NY Times syndicate. It has a daily budget meeting at 2:30 p.m.

WWD has 1-2 special sections a day. These alone bring in 10% to 40% of its revenue.

WWD has evolved in the past 10 years to more business coverage. In the past, it had more fashion design coverage.


It has 18,000 circulation, mostly in NY and LA. It covers the textile and fiber industries. It is mostly staff written, about 4-to-1. It has been covering some of what is going on in China with the textile industry, but China is a problem for journalists because of the censorship there. Mostly it uses freelance Washington reporters to cover Chinese issues.

DNR's competitors are the NY Times, Wall Street Journal, and Hollywood Reporter. DNR has a newsstand price of $10.

DNR and WWD want reporters with business or a regular news background. They want people with daily newspaper experience.

DNR comes out on Mondays. The last news pages go out on Thursday. Twice a year DNR puts out a consumer supplement on men's wear.

Fairchild owns Footwear News, which covers that niche of the apparel industry.


There is some crossover from WWD and W, with content about designers flowing into W. It calls itself a high-end women's fashion magazine. It has the distinction of having subscribers with the second highest household income of any U.S. magazine after Architectural Digest. It believes its connection to WWD gives it an edge because it has the industry news first. It has 400,000 circulation, mostly in NY and LA.

W is mostly staff written with a small freelance base. Its writers have a magazine journalism background. Its coverage is a blend of fashion and business. Its writers have to come up with interesting story ideas.

W is designed using Quark for the Mac. The magazine is getting larger because it is getting more advertising so it has been adding pages. That also has meant the need for more freelancers.

Fairchild Publications intern program is outlined at:

A desk at Fairchild

Top: Barbara Straus Reed
Bottom: Claudia Caruana

 L to R: Kathleen Endres, Shiela Webb, Beth Haller, Ann Schierhorn

Special thanks to . . .

Marlene Kahan, Executive Director, American Society of Magazine Editors

Index of Professional Development Tours of Magazines

Site construction: Gerald Grow