The structure of a magazine is based upon a certain order that many publications follow. And there is a reason for the popular approach. It maintains professionalism and makes it easier for readers to process the information quickly and efficiently.
Editorial Order and Flow of a Magazine
- Cover
The cover is what entices readers to pick up the magazine. It has an appealing photo or illustration, cover lines, roof lines and a UPC code.
- TOC
Also known as the Table of Contents, the TOC captures the personality and character of the publication. Advertisers eye this section to get a glimpse of what the magazine is about. Readers turn to it to see if there are any pages or articles that pique their interest and if it is worthy enough to read.
- Masthead
The nameplate of the magazine’s staff, the masthead is a recognition page like movie credits seen at the end of a film.
- Editor’s letter
Written by the chief editor, the editor’s letter usually covers his or her thoughts on the issue’s theme, how it came into fruition, how it’s relevant and/or the part that should especially be read.
- Publisher’s letter
The publisher’s letter is sometimes left out in some larger publications, but generally he or she talks about the magazine and how it relates to the bigger picture. This page can go before or after the editor’s letter. It can also be placed on the same page, as there are no spoken rules.
- FOB
A common industry term for Front of Book pages, the FOB covers short roundups on different topics. Sections are short and are mostly assigned to junior editors, assistants and skilled interns.
- Feature Well
The feature well is located at the center of the magazine and is usually 800 to 2300 words.
- BOB
The Back of Book is like the FOB, but it covers short closers like events, listings, essays, etc.
- Last page
Deciphering what to put on the last editorial page can be challenging, but the page is consistent for every issue, whether it’s an essay or photo collage.
Ad Placement Structure in a Magazine
- IFC
An acronym for Inside Front Cover, the IFC or Second Cover is one the more expensive positions for advertisements because the quality of paper is thicker and better, and it is more readily visible to readers.
- IBC
The Inside Back Cover or Third Cover is also reserved for advertisements because it can garner more profit due to better paper quality and visibility.
- BC
The Back Cover or Fourth Cover is the most expensive position for placing an ad because it generates the most visibility. When people are carrying or reading the magazine, the back and front cover are always in plain sight.
For the ads that go in between pages, advertisers can have a say in where they want the ads to be placed, but it should not interfere with the editorial. This means that ads should not be placed next to editorial content with the same colors or product because readers can be tricked into thinking the advertising is part of the editorial. If an ad looks like an editorial, it should say “Promotion” or “Advertisement” at the top of the page to distinguish itself.
ASME, the American Society of Magazine Editors is a well known organization for editors and has a recommended list of guidelines that most big publications follow to maintain editorial integrity when getting and placing ads. It’s important that editorial content is not influenced by advertisers.
Again, the above outline is a standard structure of a magazine, but the page sequencing of ads and editorial can slightly vary from publication to publication depending on the company’s preferences.
Further Reading:
Basics of Publishing a Magazine
 |
