The book is divided up into the major components of magazine publishing--editorial, advertising, circulation, manufacturing. It is loaded with useful information including management structure, revenue sources, industry jargon, legal issues, and a little history for those interested. This is not a book to be read for inspiration, as many "Start Your Own Business" books tend to be. But if its information you crave, as I do, you'll be just as engrossed as I did.
Most of us interested in starting our own magazine are doing so for the editorial content, not because we want to sell advertising space or execute direct mailings to potential subscribers. Most of us are at least a little familiar with what it takes to create and manage the content. Of particular use to me were the sections on circulation and manufacturing--the not-so-fun, but necessary components of a publication.
The major drawback is, of course, that this book doesn't provide any kind of roadmap to starting a magazine, nor does it provide examples or case studies of small-circulation publications. Of course, that is probably not what the authors were trying to do.
Overall, though, I'm glad I purchased this title.
This book contains everything you need to know to gain a solid working knowlege of the magazine industry. But it is for professionals, not for startups. Maybe it reads like a textbook for students than for someone looking for starting an independent zine or cheap newsletter. But this book means big business and recomends that you shouldn't try making a magazine unless you have half a million dollars or so. Maybe it sounds not too inspirational for startups but it is honest.
Five years I'm working in this industry in Russia. And I can tell you that this book is written in an interesting manner and this is an excellent introduction to professional magazine publishing.