The magazine workshop gives students the apply what they've learned in lectures and to gain experience through hands-on training. During the week-long workshop, the class is divided into ten groups, each of which develops an original concept for a new magazine. For the first days, each group works as a whole to determine the magazine's editorial mission. Students must evaluate the competition, assess potential advertisers, define the magazine's market, and determine the best way to reach it. As the magazine concept takes shape, each student in the group focuses on a specific area of its publication.
Editors further develop the editorial concept and come up with article ideas for several issues.
The advertising director designs and executes an advertising plan and outlines potential advertisers. The circulation manager creates a strategy for developing subscription and newsstand sales. The business manager coordinates budgets and creates five-year financial projections. The production and design directors determine the magazine's specs and design characteristics and design a logo and a sample jacket. Workshop faculty members are available at all times to guide students through the process and to teach what they've learned through years of professional experience.