1: Casting of Spells
A pen is a wand. To cast is to shape when wet and let harden as with ink on paper. A word is a spell. And each letter is a rune. If you do not think this is magic, watch the changes that can be made by a single signature.
2: Ceremonial
Without the ceremony we would all loose interest in the ritual and the magic would loose its power. This is the job of Media.
3: Sorcery
Big Phama deals in crystal and potion magic. Sorcery, Pharmacia, Pharmacy.