Finished May 2004
Project Goal
-To create a 36-page prototype for a new consumer magazine.
-To give experience in planning, design and creation of a periodical.
-The first semester was used to create a business plan for the magazine (not included here).
Components
-Two 16-page signatures, trimmed 8 ½ x 11 inches
-- For this book, Form A (pages 1,4,5,8,25,28,29,32) and Form C (pages 9,12,13,16,17,20,21,24)
are 4-color pages. Form B (pages 2,3,6,7,26,27,30,31) is B&W. Form D (pages 10,11,14,15,18,19,22,23)
is 2-color with a spot color of pure cyan (at 40%)
-One 4-page cover unit
-- 4-color
-Live titles, decks, pull-quotes, cutlines and subheads
-Body copy is dummy text, generally pulled from the internet or other magazines
-Photos and advertisements that fit the story and audience, respectively
-Ad:Ed ratio of first issue - 20:80 (7-1/3 pages of ads)
Programs Used
-Adobe InDesign
-Adobe Photoshop
-Microsoft Word
-Microsoft Excel
-Project can be viewed in Adobe (Acrobat) Reader
Concept Description
Develop is a monthly magazine for high school photographers and photojournalists, designed to further their
abilities. It provides an outlet to young photographers to learn from professionals and from each other. Develop
is an interactive magazine, encouraging submission of its readers’ work, displaying amateur portfolios every
month, and offering critiques. It includes profiles of excelling young photographers as well as offering product
reviews and giving technical instruction from experts and amateurs alike. Develop keeps its readers connected
to each other and to the professional world, aiming to transition high school students from amateur to
professional ranks.
Develop’s website assists readers further by offering space for everyone to post their work for critique by
their peers and by magazine editors. The site includes message boards and a chat room with scheduled events
so readers can learn from each other and professionals. It boasts technical video demonstrations and is open to
the possibility of live weekly videoconference sessions in which readers could view answers to their questions
immediately.
Develop is designed for a high school audience who has a wide-range of technical skill and resources. Its
audience wants to learn and treats photography as more than a hobby. Therefore, its tone is helpful and
encouraging, but its writers do not fear being critical. Its audience will use Develop as a stepping-stone to
becoming professional photographers and photojournalists.
The staff of Develop believes that photography as art and as journalism enriches everyone’s life and benefits
society as a whole. It is committed to helping young photographers become professionals. The staff also
believes that advertisers should never influence the magazine’s editorial content. The staff of Develop takes
pride in staying on top of photographic techniques and trends, as well as keeping young photographers in touch
with one another.
The mission of Develop is to give young photographers an outlet for their craft and to create professionals
out of young artists and photojournalists.
SRDS Listing
Classification
38
Title
Develop
Media code
002349-000
Publishing Frequency
10 times per year
Publishing company
Apex Publishing
15005 Nicollet Ave
Minneapolis, MN 55406
Editorial profile
Develop is designed for a high school audience who has a wide range of technical skill and resources.
Its audience wants to learn and treats photography as more than a hobby. Therefore, its tone is helpful and
encouraging, but its writers do not fear being critical. Its audience will use Develop as a stepping-stone to
becoming professional photographers and photojournalists.
1. Personnel
Publisher: Eric Braem
Business Manager: Todd Mackay
Advertising Manager: Taylor Thode
2. Branch offices
New York 10019-Burt Halverson, 1800 28th St., Ste 100. Phone 212-767-6203. Fax 212-489-4217.
Chicago, IL 60611-Ron Silver, 500 N. Michigan Ave., Ste 2100. Phone 312-923-4841. Fax 3312-832-1686.
Los Angeles, CA 90035-Joanne Medeiros, 1236 Smithwood Dr, Phone 310-557-9005. Fax 310-557-9083
3. Commission and cash discount
15% to recognized agencies. No cash discount. Net '30 days.
5. Black/white rates
1 ti. 3 ti. 6 ti. 10 ti.
1 page $7,000 $6,300 $5,500 $4,600
2/3 page $4,900 $4,410 $3,870 $3,300
1/2 page $4,200 $3,780 $3,330 $2,830
1/3 page $2,800 $2,520 $2,220 $1,900
6. Color rates
2-color extra: $1,400
4-color 1 ti. 3 ti. 6 ti. 10 ti.
1 page $9,800 $8,820 $7,700 $6,440
2/3 page $6,860 $6,174 $5,418 $4,620
1/2 page $5,880 $5,792 $4,620 $3,962
1/3 page $3,920 $3,528 $3,108 $2,660
7. Covers
Second and third: $13,230
Fourth: $15,680
8. Inserts
Inserts and gatefolds accepted
9. Bleed
Extra 15%
10. Special position
Not available
15. Mechanical requirements
Printing process: Offset full run
Trim size 8-1/2 x 11; 12 columns
Binding method: Perfect
Colors available: 4-color process, 2-color varies per issue.
Standard ad page dimensions
1 pg 7-1/3 x 10-1/3
2/3 v 4-5/6 x 10-1/3
½ h 7-1/3 x 5-1/12
1/3 v 2-1/3 x 10-1/3
18. Circulation
Established September 2004. Single-copy $3.50. Per-year $22.
ABC applied for
Total paid 100,000
Subscription 90,000
Single-copy 10,000
CPM: $70