Preface p. ix
Know the Marketplace: Consumer Magazines p. 1
Specialty Magazines Multiply p. 2
Matching Contents to Readers p. 4
Putting Demographics to Work p. 7
Going Online p. 8
Sizing Up E-Zines p. 9
Go Figure Formulas p. 11
Know Your Audience p. 11
For Example p. 13
Hands On p. 17
Know the Marketplace: Trade Magazines and Professional Journals p. 19
Publishing in Both Worlds p. 21
Publishing Online p. 23
Does Your Doctor Need a Writer? p. 24
Know Your Audience p. 25
For Example p. 26
Hands On p. 29
Brainstorming Ideas p. 31
Determining What's New p. 33
A Hook to Build an Idea On p. 35
Narrowing Down p. 36
Finding Ideas You Like p. 37
Passing Through the Gates p. 38
Do You Have Time for Research? p. 40
For Example p. 41
Hands On p. 44
Researching Thoroughly p. 45
What Editors Say p. 45
How Research Begins p. 46
Steps to a Profitable Interview p. 51
For Example p. 59
Hands On p. 62
Choosing a Title and Writing a Lead p. 63
Titles Come in Categories p. 63
Lead With Your Right Hook p. 65
For Example p. 71
Hands On p. 72
Writing The Query Letter p. 73
What Editors Say p. 74
Know the magazine p. 75
Remember, you're writing a business letter p. 75
Structure your letter p. 76
You may submit the same idea to more than one publication p. 79
Think of different angles and markets for the same idea p. 80
Querying Online p. 81
An Important Postscript p. 81
For Example p. 82
Hands On p. 91
Writing to Be Read p. 93
Active v. Passive Voice p. 93
Verbs v. Adjectives p. 94
Steer Clear of Cliches p. 95
Avoid Syntax Sinkholes p. 96
Vague is Never in Vogue p. 97
For Example p. 99
Hands On p. 101
Writing the Article p. 103
Imitate Good Writing p. 104
Rely More on a Personal, Conversational Voice and Tone p. 105
Rely More on Direct Quotation p. 106
Combining Direct Quotation and Narration p. 108
Rely More on Anecdotes p. 109
Case Studies Are Also Helpful p. 110
Rely More on Development p. 111
For Example p. 112
Hands On p. 122
Rewriting and Editing p. 123
Regard Rewrite as Part of the Writing Process p. 123
Filling in Holes p. 125
Danger, Out of Order p. 126
Remember What Mark Twain Said p. 127
Rewrite/Editing Checklist p. 128
Proofreading Your Article Draft p. 129
When One Pass Is Not Enough p. 131
For Example p. 132
Hands On p. 133
Becoming a Freelance Writer p. 135
Improve Your Odds p. 137
Working With Editors p. 141
Illustrating Your Articles p. 143
Writing for Online Publications p. 145
For Example p. 146
Hands On p. 152
Joining a Magazine's Staff p. 153
Getting Started p. 154
Becoming a Staff Writer p. 155
Moving Up p. 156
Pleasing Advertisers p. 157
For Example p. 158
Hands On p. 168
Glossary of Terms p. 171
Resources p. 173
Optional Classroom Activities p. 175
Index p. 179