chapter 5€¦ · © 2014 by mcgraw-hill education 5-5 • the early magazine industry saturday...
TRANSCRIPT
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© 2014 by McGraw-Hill Education
Chapter 5
Magazines
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A Short History of Magazines
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A Short History of Magazines
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A Short History of Magazines • By mid-1700s, magazines a favorite medium of
the British elite
Ø Two prominent colonial printers—Andrew Bradford and Benjamin Franklin—tried to duplicate that success in the New World
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• The Early Magazine Industry
Ø Saturday Evening Post (1821) appeared; continued for 148 years
Ø Harper’s (1850)
Ø Atlantic Monthly (1857)
A Short History of Magazines
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• The Mass Circulation Era
Ø Postal Act of 1879 Ø Railroad helped to fuel growth of mass
circulation magazines
Ø In the 1870s, magazines sold for as little as 10 and 15 cents
A Short History of Magazines
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• The Mass Circulation Era
Ø Magazines were America’s first national mass
medium Ø muckraking
Ø Between 1900 and 1945, the number of families who subscribed to one or more magazines grew from 200,000 to more than 32 million
A Short History of Magazines
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• The Era of Specialization
Ø World War II further urbanized and industrialized America
Ø Public—more leisure and money to spend
Ø Magazines more specialized and lifestyle orientated
A Short History of Magazines
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Magazines and Their Audiences
• 94% of people with some college education read at least one magazine
• 48% trust magazine advertising
• 40% trust Internet advertising
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Scope and Structure of the Magazine Industry
• The number of magazines exceeds 20,590, and 7,300 of them are general interest consumer magazines
• In 1950, there were 6,950 magazines
• In 2011 alone, new magazines being launched totaled 231
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• Contemporary magazines typically divided into three types:
Ø Trade, professional, and business magazines Ø Industrial, company, and sponsored
magazines Ø Consumer magazines
Scope and Structure of the Magazine Industry
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• Categories of Consumer Magazines
Ø Alternative: Mother Jones, The Utne Reader Ø Business/money: Money, Black Enterprise Ø Celebrity and entertainment: People,
Entertainment Weekly Ø Children’s: Highlights, Ranger Rick Ø Computer: Internet, PC World Ø Ethnic: Hispanic, Ebony Ø Family: Fatherhood, Parenting
Scope and Structure of the Magazine Industry
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• Categories of Consumer Magazines
Ø Fashion: Bazaar, Elle Ø General interest: Reader’s Digest, Life Ø Geographical: Texas Monthly, Bay Area Living Ø Gray: AARP The Magazine Ø Literary: Atlantic Monthly, Harper’s Ø Men’s: GQ, Field & Stream, Playboy
Scope and Structure of the Magazine Industry
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• Categories of Consumer Magazines
Ø News: Time, U.S. News & World Report, Newsweek Ø Political opinion: The Nation, National Review Ø Sports: Sport, Sports Illustrated Ø Sunday newspaper: Parade, USA Weekend Ø Women’s: Working Woman, Good
Housekeeping, Ms. Ø Youth: Seventeen, Tiger Beat
Scope and Structure of the Magazine Industry
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Categories of Consumer Magazines
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Magazine Advertising
• Success of magazine specialization
• Split runs
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Magazine Advertising
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Magazine Advertising
• Types of Circulation
Ø Magazines price advertising space in their pages based on circulation
Ø Controlled circulation
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Magazine Advertising
• Measuring Circulation
Ø 1914: Audit Bureau of Circulations (ABC) established to provide reliability to announced circulation figures
Ø Circulation data are augmented by measures of pass-along readership
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Trends and Convergence in Magazine Publishing
• New Models of measurement will replace traditional methods
Ø Online Magazines
Ø Recently reached profitability
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Trends and Convergence in Magazine Publishing
• Smartphones, Tablets, and e-Readers
Ø Readers enthusiastic about mobile magazines
Ø QR codes
Ø NFC chips
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Trends and Convergence in Magazine Publishing
• Custom Magazines
Ø Brand magazines
Ø Magalogue
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• Meeting Competition from Cable Television
Ø Cable television threatens magazines as a specialized advertising medium
Ø Internationalization Ø Technology Ø Sales of subscribers’ lists and a magazines’
own direct marketing of product
• Advertorials
Trends and Convergence in Magazine Publishing
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• Advertiser Influence Over Magazine Content
Ø Advertisers’ interests shape content in placement of ads
• Complementary copy
• Ad-Pull Policy: Demand for an advance review copy of the magazine by advertisers
Trends and Convergence in Magazine Publishing
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Developing Media Literacy Skills
• Recognizing the Power of Graphics
Ø Graphics and other artwork provide the background for interpreting stories
Ø Will viewers and readers question the veracity of unaltered images and reports that employ them?