Specialized publications such as "Opera News,""Gourmet," and "Forbes" can bring an institution's story to targeted audiences. The experiences of Chautauqua Institution are described. Some of the benefits of marketing articles to these publications are discussed. (MLW)

This article maintains that the best alumni magazines present lively campus topics on the cover and at the core of the feature section, arguing that too many alumni periodicals seek to be clones of general-interest commercial magazines. Examples from various alumni magazines are presented. (MDM)

New postal rates are structured in such a way that colleges can save money on both individual letters and large mailings if they do some planning and some extra work. Letter size, accurate addresses, ZIP+4 codes, prebarcoding, and presorting are important components of a cost-effective mailing system. (MSE)

A step-by-step guide to conducting readership surveys by computer is presented. Planning a computerized survey, handling the responses, and analyzing the data are discussed. (MLW)

Some basic tips on writing periodical articles about research are provided: (1) learn to work with scientists and (2) ask for appropriate background material before an interview. Research questions, interpreting data, drawing conclusions, and verifying results are discussed. (MLW)

Editors of nine top institutional publications were surveyed. All of them work with limited staff and budget and produce Council for Advancement and Support of Education award-winning publications. Key tricks of the trade include make a formal editorial calendar, focus on topics important to readers, etc. (MLW)

Getting the authority necessary to edit an effective alumni periodical is discussed. According to an informal survey of 35 award-winning CASE editors, most are reasonably satisfied with their degree of authority. Many alumni magazines are dull because editors are afraid to rock the boat. (MLW)

Special section includes "True to Format," an editor's guide to periodicals (Robin Goldman); "The Move to Magazine," focusing on format (Patricia Ann LaSalle); "The Fast-paced Alternative," about timely tabloids (Janis D. Gleason, Lynn Donham); and also about tabloids, "Why Don't We Have a Magazine?" (Marsha…

Princeton's alumni magazine stepped into the technological age with a computer bulletin board system. Since February 1984, readers of the Princeton Alumni Weekly (PAW) who have personal computers have been able to receive much of the magazine via telephone modem. A description of this computer bulletin board system is provided. (MLW)

This article profiles "Northeastern University Magazine," discussing how this alumni magazine has changed its focus over the last several years to appeal to a younger audience and to present stories that cover the institution and its graduates as subjects worthy of study in themselves. (MDM)

Graphic design expert Jan White presents five principles to make alumni magazines more dynamic and more relevant to readers: (1) reach the reader; (2) write better captions; (3) pack photographs with power; (4) keep the design consistent; and (5) effectively integrate visual material and text. (MDM)

Ways to bring college publications up to the standards of the best magazines are presented. The editors of the CASE top 10 alumni periodicals, along with several professional observers, share their views. (MLW)

An internal periodical can help inform and motivate college faculty and staff and therefore make them effective ambassadors. This is the most compelling reason for developing a credible internal periodical and a strong internal communication program. (MLW)

Campus and alumni publications editors from a variety of colleges and universities offer suggestions for coping with issues of editorial control and conflict with administrators and readers, based on personal experiences. Trends in reader attitudes and administrative constraints are examined. Recommendations include editorial advisory boards,…

Campus editors are second-class citizens in institutional advancement, paid much less than fund raisers although they reach more constituents and influence public opinion more broadly. Job responsibilities differ profoundly. Although editors address social issues, fund raisers shy away from controversy. The two can coexist if both perform the jobs…