Professional Feature Writing Bruce Garrison(5)

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Do celu tam się wysiada. Lec Stanisław Jerzy (pierw. de Tusch-Letz, 1909-1966)
A bogowie grają w kości i nie pytają wcale czy chcesz przyłączyć się do gry (. . . ) Bogowie kpią sobie z twojego poukładanego życia (. . . ) nie przejmują się zbytnio ani naszymi planami na przyszłość ani oczekiwaniami. Gdzieś we wszechświecie rzucają kości i przypadkiem wypada twoja kolej. I odtąd zwyciężyć lub przegrać - to tylko kwestia szczęścia. Borys Pasternak
Idąc po kurzych jajach nie podskakuj. Przysłowie szkockie
I Herkules nie poradzi przeciwko wielu.
Dialog półinteligentów równa się monologowi ćwierćinteligenta. Stanisław Jerzy Lec (pierw. de Tusch - Letz, 1909-1966)

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.(Davila, 1997, p.A1)Writing a Feature Series for MagazinesIt may seem unusual for a magazine to run a series, right? With all the space a magazine can give to a major article, why would it need to sePage 291rialize? It is more common than you might think.Monthly magazines, especially the specialized ones, occasionally run a feature series of two or three or more parts.Usually, this is done not because of a space crunch, but because an editor wants to develop an ongoing readership habit.This is common for new magazines and for those that have a high proportion of newsstand sales instead of subscription sales.Modern Maturity, the nation's largest circulation magazine at 20.5 million copies per issue in 1997, recently published a twopart series that focused on managed health care.Modern Maturity, published by the national American Association of Retired Persons (AARP) for its members, is published bimonthly.Part 1, written by Julie Rovner, was the magazine's guide to managed care for people on Medicare.The article explained how to find out if a health plan is good, and what readers can do if it is not.Part 2, written by Susan Dentzer, focused on instructing readers about how to make a decision about the managed health care plan to select when faced with choices.Each part included sidebars, color illustrations, photographs, and other graphics in addition to the main feature article.Dentzer's package, for example, included a sidebar listing and discussing questions to ask before joining a plan, a sidebar about what to do when a complaint should be filed, a sidebar listing ways to find more information, and a brief glossary of managed care terms that was boxed and divided into pieces throughout the package.In addition, The Atlantic Monthly recently published a series that speculated about what life would be like in the 21st Century.Series presentations in magazines like the one in Modern Maturity or in The Atlantic Monthly are not as common as they once were.Historically, it has been common for magazines to serialize.Years ago, magazines would serialize fiction, especially for readers who could not afford to buy books.With books more available and available in less expensive paperback editions in the last 30 years, magazines that serialize books today tend to use parts of new nonfiction and fiction books as they are being written or soon after the manuscript is finished.A publisher might permit early publication of portions with the hope that it will tease readers enough to encourage them to buy the entire book.Newspapers also publish serialized or excerpted books on some occasions.This can occur when the author is a staff member of the newspaper.Typically, it occurs when major daily newspapers or larger magazines buy rights to new blockbuster books as publishers prepare to release the book.Book publishers like to serialize parts of books to encourage sales of the entire book.It is a marketing "tease"Page 292tool.Some newspaper and magazine editors like to run these advance peeks if they feel excitement about an anticipated book is substantial enough to justify it in terms of enhancing readership of their own publications.Recently, the Fort Worth StarTelegram published a 2,700word excerpt on its editorial page from a regionally published book, Ceil Cleveland's Whatever Happened to Jacy Farrow? And Essence magazine published a 2,200word excerpt of Randall Robinson's Defending the Spirit: A Black Life in America.Newsweek magazine, which regularly publishes portions of new books of national interest, ran parts of Kelly Flinn's new book, Proud to be Me.The excerpt covered almost 4,000 words from the first female B52 pilot's story.Computerworld magazine published a 2,000word portion of Esther Dyson's new book, Release 2.0: A Design for Living in the Digital Age.And Black Enterprise magazine excerpted Richard F.America and Bernard E.Anderson's new book, Soul in Management: How AfricanAmerican Managers Thrive in the Competitive Corporate Environment.The 1,900word portion of the book discussed seven misconceptions held by African Americans involving corporate America.The serial approach is also particularly useful for specialized business/industry periodicals, such as magazines and newsletters that must cover issues of a highly technical nature for readers with specialized knowledge.The approach works well for those magazines and newsletters with sophisticated levels of knowledge, but also works for new or not widely known subjects of common interest of readers of a specialized publication.Page 29311—Travel WritingTravelers spend a lot of money and time on the road in the United States.The figure for all Americans was reported to be about $430 billion (Shea, 1997).American business travel and entertainment spending totaled $156 billion in 1996, up 25 percent from 1991, according to estimates from American Express Travel Related Services Company (Keates, 1997).Airline tickets alone accounted for $44 billion in travel spending in 1997 (Crowe, 1997).A large number of people travel substantial distances.There are about 150 million U.S.travelers each year and they are served by 200,000 travel agents.An estimated 44 million Americans traveled at least 100 miles during the holidays at the end of 1997 (Clarke, 1993; Crowe, 1997; "Survey indicates," 1997).No wonder travel is big business.And no wonder there are a lot of newspapers, magazines, newsletters, and online publications devoted exclusively, or in part, to travel.The American public is traveling more than ever before, creating a growing market for travel writing.Books, magazines, newspapers, newsletters, other printed material, and online publications are used for guidance in making travel decisions and for getting the most out of travel budgets [ Pobierz całość w formacie PDF ]

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