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Show ! Publisher speaks on medi; there has been a mi in competition', tlb.' Mr- Forsberg i, a, We to see that are "serviced" eight cmes frora San Francisco ' t Mr.Forsbergeekco, lac t always prepa? people "who unfeZ V nomacs of publishing? trib "And we needrao with a knowledge of J language," he said ' son the ft L ,' r, Winston is experimenting with special feature magazines in an effort to test the market for certain cer-tain interests. "We put out a special-interest magazine on vacation homes, say and if it is moderately successful, repeat it annually. This is a way to test demand in the actual field." Publication of a magazine is many faceted. Mr. Forsberg directs di-rects manufacture, circulation and advertising of Holt, Rinehart and Winston's magazines. "I do my reading on the train into New York from Greenich, Conn. I see each page of each magazine six times from rough proofs to a finished format." The magazines gear their "copy" to seasons and plan several sev-eral months in advance. Ad sales for any particular issue close six weeks before the publication. "Over the weeks we work with much more copy than we actually actual-ly use," he explained. "Much is updated over that period, and much is discarded." Making a profit in the publishing publish-ing industry is getting more difficult, dif-ficult, Mr. Forsberg said. "Profit margins now are less .than ten years ago because printing and paper costs have doubled, transportation trans-portation costs have gone up, and p ' SUZANNE DEAN Assistant Managing Editor ThG general interest magazine the one with a recipe for mom, I a sports story for junior, some J ronmr.ee fiction for the teenage girls and seme political news and editorials for dad to read - has had its day." Frank Forsberg, executive vice president in charge of the maga-zine maga-zine division for Holt, Rinhart and Winston, Inc., believes television tele-vision has moved in to take more immediate cognizance of words and pictures for the general audi-; audi-; tnce and today magazines can I only survive if they service a highly-specialized interest or activity. ac-tivity. ' . . Mr. Forsberg, who originally graduated from the University, and is now on the University's National Advisory Council, is currently cur-rently publisher of Field and Stream, House and Home and several sev-eral special feature magazines on camping, vacation homes, gardening, gar-dening, game birds and other topics. To succeed in publishing, an interest must be identified and served, he explained during a recent re-cent visit to the University. "Several years ago we reached the conclusion that all women are interested in beauty and fashion. We asked the deans of women on more than 400 campuses to appoint ap-point a college girl to a national college council." The result was Mademoiselle, and Mr. Forsberg feels it was successful because "we had moved very actively to create new, specialized magazine." a new, specialized magazine." Currently, Holt, Rinehart and Frank Forsberg, of the National Advisory Board spoke on the importance im-portance of mass media. |