Table of Contents

1. Getting Started

Balancing Priorities
The Publication's Purpose
The Publication's Editorial Mission
Crafting Your Mission Statement
Troubleshooting Editorial Mission Problems

2. Managing the Publishing Process

An Overview of the Publishing Process
Managing the Process
Creating Calendars and Schedules
Enforcing Deadlines

3. Making a Budget

Consulting With Accounting Advisers
Using Accounting Software
Establishing a Chart of Accounts
Budgeting Tips for Publications
Using Budgets to Prove Performance
IRS Reporting Requirements
Postal Service Requirements
Creating a Publishing Budget
Variable Expenses

4. Finding and Hiring Help

Common Tasks and Staffing
Establishing an Editorial Advisory Board
Determining Staffing Needs
What to Do When Short-Handed
Hiring New Staff
Hiring Freelancers
What to Include in a Freelance Contract
Managing Freelance Arrangements

5. Creating Compelling Content

Developing Story Ideas
Choosing the Right Treatment
Turning Ideas Into Words
Writing for the Web

6. Designing Print Publications and Websites

The Function of Design
Your Publication's Design
Creating a Design Grid
Creating a Map
Obtaining Artwork
Tips for Saving Money on Design
Conducting Quality Control

7. Printing Newsletters and Magazines

Finding a Printer
Avoiding Mistakes
A Look at the Mechanics of Printing
Getting Distribution Help From Printers
Choosing Paper
Using Color
Additional Printing Charges
Negotiating a Printing Contract
Troubleshooting the Printer Relationship

8. Producing a Website

Strengths of the Web
Web Programming Tools
Making the Most of Search Engines
Website Planning Tips
Options for Building Your Website
Testing Your Website

9. Distributing and Promoting Your Publication

Acquiring Readers
Pricing Your Publication
Testing Your Market
Choosing the Best Promotion Strategies
Tracking Readers Through a Database Program
Mailing Through the US Postal Service
Distributing Emails

10. Selling Advertising

Deciding Whether to Sell Ads
Tax Concerns
Postal Regulations
Ethical Standards for Advertising
Managing the Ad Sales Process
Other Revenue Opportunities
Completing Your Advertising Plan

11. Connecting to Readers

Profiling Your Readers
Gauging Reader Interest
Is Your Publication Fulfilling Its Purpose?
Creating Surveys and Other Feedback Tools
Using Performance Benchmarks
Using Feedback to Win Support

12. Resources

Accounting
Copyrights
Designing
Government Agencies
Hiring Artists, Writers, and Designers
Nonprofits, Generally
Printing
Publishing Courses and Seminars
Publishing, Generally
Surveys and Other Feedback
Website Construction
Writing and Editing

Appendix: How to Use the CD-ROM

Index

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