com 161 chpter 5 - magazines

8/9/2019 COM 161 Chpter 5 - Magazines

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MAGAZINESChapter 5


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MAGAZINES

Magazine is a collection of readingmatter, issued regularly. Issued regularlymeans non-daily but at evenly spacedintervals such as weekly, monthly, or

quarterly.


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HISTORY OF MAGAZINES

UNDERSTANDING

TODAY'S MAGAZINE

PLAYERS

MAGAZINES


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BriefHistory

MAGAZINE EVOLUTION

Stages

of magazi

ne evolu

ti

onElite stage: in which only the r ichest and best educatedmembers of population make use of them.Popularstage: in which tr uly mass audience takes advantageof them.Specialized stage: in which they tend to break up into

segments for audience member s with diverse andspecialized interest.

1663 1st magazine = Edifying Monthly Discussionin German


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The First American Magazines

1741 Andrew Bradford released American Magazine andthree days after that, Benjamin Franklin released GeneralMagazine. Both productions were collections of essays on literacyand newsworthy items of the day. Both of the magazines failedbecause the general public saw it as luxury item which most of themcant afford.

1828 Sarah Josephine published a womens magazine(specialized magazine) entitled Ladies Magazines.

The f irst magazine (general interest magazine) was TheSaturday Evening Post. Golden age of the Americanmagazines (1885-1905). Number of magazines publisheddoubled, from 3500 to 7000. These magazines becameimportant in shaping publics opinion and providing a for um for thediscussion ofimportant ideas.


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EARLY MAGAZINES


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EARLY MAGAZINES


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EARLY MAGAZINES

Oct 1893, Munseys Magazine:

The f irst magazine that started toreduce its price to 10 cents a copy,and its annual subscription feefrom $3 to $1.

People could afford the magazinesand therefore tripled the sized of the magazine-reading public. Inshort, the lower cost of themagazines means widercirculation.


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MASS CIRCULATION

MAGAZINES

At the beginning of the 20th century, magazine got

serious about crusading (a f ight forsomething youbelieve is right) forsocial reform thus led to the newmovement known as muckraking.

Means investigative journalism conducted with the

goal of bringing about social reform.


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MASS CIRCULATIONMAGAZINES

Cultural Magazines: covered all aspects of modern life,observed trends and reflected them back to their readers.

(Vogue)

News magazines: Presented the news of the world in easy-to-read, summarized format. (Time)

Digest: Material excerpted from other sources, includingbooks, newspapers, and other magazines. Digest are part of along tradition of magazines borrowing content from othersources. (Readers Digest)


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SPECIAL INTEREST MAGAZINE

In the latter part of the 20th century, both advertisers andreaders began to turn to special interest magazine.

Specialized magazine are breaking up into specificsegments such as golf forwomen and seniors, golf magazineto help to improve your play and tell you where to play, andgolf magazines devoted to a specific areas of the country.

Ethnic minorities for example are supplied with informationtailored to their occupational and recreational interests ratherthan just their gender or ethnic identification. Eg: Black EOEJournal.


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ADAPTING TO THE NEW MEDIA

Magazines included computers and the Internet withhundreds of magazines covering these topics.

Several computer magazines and professional journalsappeared on CD-ROMs almost as soon as the technologybecame available.

So far, the web version of the pr inted magazines has tended

to be supplements rather than replacements, but there havebeen some signs of change.

The web versions enable them to get necessary informationfaster.


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TYPES OF MAGAZINES

CONSUMERMAGAZINES

PUBLIC RELATIONS

MAGAZINES

TRADEMAGAZINES

OTHER TYPES OF

MAGAZINES


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CONSUMER MAGAZINES

Magazines that advertise and report on consumerproducts and the consumer lifestyle:

Womens (Wanita, Nona, Perempuan, Dara)Sports and Outdoors (Bolasepak, Sukan, Joran, Pancing)Hobbies (K-Compex, Roda2, Kereta)Entertainment (PC Gamers, Astro)Shelter (Impiana, Anjung Seri)M

ens

(M

as

ku

li

n, FHM

,M

en Health)Youth (Cleo, Seventeenth, Mangga)Political (Massa, Al-Islam, Times, Newsweek)Ethnic (Feng Shui, Silat)Regional (KL-UE)


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PUBLIC RELATIONS

MAGAZINES

Magazines produced with the objective ofmaking their parent organizations look

gook.

(example: Wes

tmi

ns

ter Netw

ork)


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TRADE MAGAZINES

Those that focus on a particular business andusually essential reading for people in that

business.(Usahawan, Pertanian)


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OTHER TYPES OF

MAGAZINESJournals - Professional journals are periodicals thatdoctors, lawyers and engineers, and otherprofessionals rely on for the latest research andi

nformati

oni

n thei

r fi

elds

. Professi

onal jou

rnals

oftendo not accept ads because they dont want tocompromise their credibility in the eyes of theirreaders.

Comic Books (Pendekar Laut, Spiderman)

Zines are small, inexpensive publications put out bypeople who are enthusiast about a topic. Wide varietyof topics, including science fiction, music, celebrities,and radical political movements. (Mawi, Boyzone)


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THE PLAYERS

THE PUBLISHER THE STAFF

THE READERS


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THE PUBLISHERS

Entrepreneurs: Individual Risk Takers: The publisheris often the magazines founder. Thefounders first task is to decide on a focus and the target audience for thepublication. Both of these should be expressible in a mission statement, which is thebrief accounting of how the magazine will be unique and what will make itsuccessful.

Celebrity publishers: A recent trend in publishing has been for the celebrities to foundmagazines, usually with the backing of a well-established magazine corporation.Example: Martha Stewart Living, Chef Wan, Anita Sarawak, Shiela Rusly.

Corporate publishers: Its a business venture put together by huge publishingconglomerates. By holding different types of magazines gives the conglomerateseconomies ofscale at the same time that it spread their risks overseveral products.

Sponsored Magazines: National Geographic is an example ofsponsored magazines.This magazine are publishes by associations (NGO). National Geographic societywas formed in 1888 to finance and promote explorations and adventures, but mostpeople join the society to get the magazines.


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THE STAFF

Editorial staff

Advertising

Circulation

Production

PromotionNew product development


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2)The Staffa) Editorial Staff

Position Description of work

Editor / Editor in Chief /Executive Editor The person that in charge of theoverall direction of the magazine andusually gives final approval of eachissue before it goes to the press.

- Managing editor- Deputy editor- Senior editor- Associate editor

- Provide extra organizationallevel between the editor and theday-to-day operations and

interaction.

- These editors work on threeissues of the magazine at once:the one thats about to go onsale, the one in preparation,

and the one on the planningstage.

Contributing editors - Title given to a magazineshighest-paid freelance writerswho sometimes polish otherswork.

- Mostly these writers are wellknown so that they can also

lend some prestige to themagazines masthead.


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b) Advertising

Advertisers and magazines need each otherin a

variety ofways. The advertiser need the magazineto enhance its product sales and its overall image,and the magazine needs the advertiserforcontent as well as income. Most readerswantads for the specific products that relate to the topicof the magazines. The magazine also needs adsthat go along with the image of the magazine.


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c) Circulation

The circulation department has 3 primary functions:-to find and keep subscribers-to manage to find subscribers list-to promote single copy salesFindingssubscribersis done by direct mail operations, which offer

free trial issues that the customer may receive before any billsare paid.

Publishers also use blow-in cards, its the postcard-sizedbusiness-reply cards that are inserted into the magazine duringthe production process.

Many magazine publishers now put out demographic and regionaleditions, known as the split-run editions.


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d) Production

The production department coordinates theactual printing of the magazineswithoutside companies, including those thatspecialize in high-speed color printing and

the use of glossy paper.This department also coordinates the delivery

of the content to the printing plants.


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e) Promotion

Pu

blic

ist perform the

ir

serv

ice by

send

ingnews releases, plan parties, devising

publicity stunts, planting itemsin gossipcolumns, and positioning the magazine as

a newsmaker and expert so that itsstaffwillbe interviewed on air.

f) New product development


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THE READERS

Magazines have a healthy pass-alongcirculation, which means that several otherpeople than the original buyer orsubscribertypically read them.

The industry says that heavy magazinereaders are likely television viewer onaverage and that the magazine readership,unlike newspaper readership isincreasing.

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