• Some magazine covers Some magazine covers are honored as works of are honored as works of art. Others are art. Others are considered considered controversial. Often, controversial. Often, these are the same these are the same covers.covers.

• ASME’s top 40 magazine ASME’s top 40 magazine covers:covers:

• Annie Leibovitz took Annie Leibovitz took the photo of John the photo of John Lennon clinging to Yoko Lennon clinging to Yoko One just hours before One just hours before he was murdered.he was murdered.

• www.magazine.org/Editorial/Top_40_Covers/

• She also took the photo of Demi Moore, who She also took the photo of Demi Moore, who was eight months pregnant at the time. The was eight months pregnant at the time. The Moore cover sold an extra 500,000 copies Moore cover sold an extra 500,000 copies and and Vanity Fair Vanity Fair received about 75,000 new received about 75,000 new subscriptions as a result of the cover subscriptions as a result of the cover photo. The Moore cover led to 95 separate photo. The Moore cover led to 95 separate television stories, 64 radio shows, and television stories, 64 radio shows, and 1,500 newspaper articles. It has even been 1,500 newspaper articles. It has even been credited with spearheading a trend toward credited with spearheading a trend toward using pregnant women as a subject in art. using pregnant women as a subject in art.

June 2008 Vanity Fair cover June 2008 Vanity Fair cover photophoto

MagazinesMagazines• Magazines have contributed importantly to U.S. Magazines have contributed importantly to U.S. culture.culture.

• Magazines have been journalistic and visual Magazines have been journalistic and visual innovators. innovators.

• Most newsrack magazines aim at narrow audience Most newsrack magazines aim at narrow audience segments. segments.

• Sponsored magazines and trade journals outnumber Sponsored magazines and trade journals outnumber newsrack magazines. newsrack magazines.

• Magazines continue to demassify. Magazines continue to demassify.

• Magazines are changing along with the needs of Magazines are changing along with the needs of their readers. their readers.

A Short A Short HistoryHistory The first magazines printed in America The first magazines printed in America featured a variety of literary materials featured a variety of literary materials gathered from books, pamphlets, and newspapers.gathered from books, pamphlets, and newspapers.

17411741

Andrew Bradford printed American Andrew Bradford printed American

Magazine and Benjamin Franklin Magazine and Benjamin Franklin

printed General Magazineprinted General Magazine, the first , the first

continuous magazines in the colonies. continuous magazines in the colonies.

The publications carried political and The publications carried political and

economic articles along with literary economic articles along with literary

and newsworthy items of the day.and newsworthy items of the day.

18211821

Saturday Evening Post Saturday Evening Post was launched, ushering in was launched, ushering in the the era of general era of general interestinterest magazines written magazines written for the literate middle for the literate middle class.class.

1860s1860s

Harper's Weekly Harper's Weekly introduced introduced visual newsvisual news with Civil War with Civil War illustrations. It then illustrations. It then began publishing began publishing reproductions of Mathew reproductions of Mathew Brady’s war photographs.Brady’s war photographs.

18651865The Nation, America’s oldest continuously The Nation, America’s oldest continuously published weekly magazine, was founded. published weekly magazine, was founded. 

18791879Congress gave Congress gave discount postal rates to magazines discount postal rates to magazines (a penny a pound). With the Postal Act, Congress (a penny a pound). With the Postal Act, Congress recognized the role of magazines in creating a recognized the role of magazines in creating a national culture and promoting literacynational culture and promoting literacy..

1885 (to 1905)1885 (to 1905)This is the beginning of the golden age for This is the beginning of the golden age for American magazines. During this period, the American magazines. During this period, the number of magazines grew from 3,500 to 7,000. number of magazines grew from 3,500 to 7,000. These magazines became important in shaping These magazines became important in shaping public opinion and providing a forum for the public opinion and providing a forum for the discussion of important ideas.discussion of important ideas.   

18991899

Gilbert Grosvenor Gilbert Grosvenor introduced introduced photographsphotographs in in National National Geographic. Geographic.

  

19221922

DeWitt and Lila DeWitt and Lila WallaceWallace founded founded Reader's Digest. Reader's Digest.

19231923

Henry LuceHenry Luce and and Briton Hadden Briton Hadden founded Time, the founded Time, the first newsmagazine. first newsmagazine.

1960s1960s

Oversize Oversize general general magazines magazines fold fold as advertisers as advertisers moved to moved to network network televisiontelevision. .

  

19621962

Hugh Hefner Hugh Hefner introduced the introduced the modern modern question-and-question-and-answer format answer format in Playboy. in Playboy.

20082008

About About 12,000 magazines titles are 12,000 magazines titles are availableavailable in the United States. About in the United States. About 90 90 percent of adult Americans read an average percent of adult Americans read an average of 10 magazines of 10 magazines per month.per month.

About 4,000 of these are consumer About 4,000 of these are consumer magazines and 8,000 are sponsored magazines and 8,000 are sponsored magazines and trade magazines.magazines and trade magazines.

Only about 160 of these are called majors, Only about 160 of these are called majors, magazines with circulations of more than magazines with circulations of more than 500,000 and revenues of more than $1 500,000 and revenues of more than $1 million.million.

The First American magazines• Americans were not heavy magazines readers during the mid-1700s to early 1800s. Books and newspapers were considered necessities, but magazines were seen as a luxury. Early magazines were expensive. A single copy could cost one shilling, half a day’s wages for a working person.

• The first magazines eventually were becoming more successful though because they were more affordable than books. Magazines became more popular by the mid-1800s. Fewer than 100 magazines were published in 1825, but by 1850, more than 600 were published.

• Small, specialized magazines were often based on literature, religion, or professions.

Golden age of magazines Golden age of magazines

• The The Saturday Evening Post’Saturday Evening Post’s s (1821-1969) success began (1821-1969) success began the the age of general interest age of general interest magazinesmagazines and the and the golden agegolden age for these publications. for these publications.

• Magazines Magazines helped shape public helped shape public opinionopinion and and provided a forum provided a forum for discussion of important for discussion of important ideas and issuesideas and issues..

• Magazines eventually were Magazines eventually were less expensiveless expensive than books so than books so more people could afford to more people could afford to buy them. buy them.

• These publications built literacy as These publications built literacy as immigrants learned how to read and write immigrants learned how to read and write English by reading early magazines.English by reading early magazines.

• Magazines also became a national advertising Magazines also became a national advertising medium. That was something companies needed medium. That was something companies needed in order to sell their products.in order to sell their products.

• Technical changes led to color Technical changes led to color illustrations, modern lithography, and illustrations, modern lithography, and photographs.photographs.

What events helped these general interest magazines to become mass circulation magazines?

• Free universal education was available.

• Postal Act of 1879 reduced bulk mailing rates.

• Rural free delivery postal system was established.

• Price of magazines was reduced as publishers began to focus on advertising revenue instead of subscription revenue.

• Advances in printing technology helped to lower the printing costs.

Magazines as Media Magazines as Media InnovatorsInnovators

• Investigative Investigative reportingreporting

• MuckrakingMuckraking

• McClure’s McClure’s (In (In 1902, Ida Tarbell 1902, Ida Tarbell wrote a 19-part wrote a 19-part expose on Standard expose on Standard Oil Company’s Oil Company’s monopoly through monopoly through bribery, fraud, and bribery, fraud, and unfair business unfair business practices.practices.

• Writer Lincoln Writer Lincoln Steffens exposed Steffens exposed municipal government municipal government graft and corruption. graft and corruption. The result was reform The result was reform in most municipalities in most municipalities even though graft and even though graft and corruption was part of corruption was part of life.life.

• Stories focused on Stories focused on municipal corruption, municipal corruption, meat-packing plants, meat-packing plants, and government and government officials’ dishonesty.officials’ dishonesty.

• Personality profilesPersonality profiles

• New Yorker New Yorker owned by owned by Harold Ross (1920s)Harold Ross (1920s)

• Writers used Writers used multiple interviews multiple interviews with a range of with a range of sources to create an sources to create an in-depth profile of in-depth profile of a person.a person.

• PhotojournalismPhotojournalism

• Gilbert Grosvenor’s Gilbert Grosvenor’s National GeographicNational Geographic

• Henry Luce’s Henry Luce’s LifeLife (1930s) and (1930s) and LookLook

Consumer Magazines Consumer Magazines ——available by subscription available by subscription or at the news rack or at the news rack

Circulation leadersCirculation leadersAARP The Magazine and AARP AARP The Magazine and AARP Bulletin Bulletin (23 million (23 million each)each)

Readers Digest Readers Digest (10 million (10 million circulation)circulation)

News magazinesNews magazinesTimeTime (3.3 million (3.3 million circulation)circulation)

NewsweekNewsweekU.S. News & World ReportU.S. News & World Report

• Women's magazinesWomen's magazines"Seven Sisters""Seven Sisters"

Better Homes & Garden Better Homes & Garden (7.6 million (7.6 million circulation),circulation), Family Circle, Good Family Circle, Good Housekeeping, Ladies' Home Journal, Housekeeping, Ladies' Home Journal, Redbook, Woman's DayRedbook, Woman's Day and and Rosie (was Rosie (was McCall's). CosmopolitanMcCall's). Cosmopolitan

• Men's magazinesMen's magazinesSports Illustrated Sports Illustrated (3.2 million circulation)(3.2 million circulation)

PlayboyPlayboy

MaximMaxim

Popular MechanicsPopular Mechanics

• Teen/Young adult magazinesTeen/Young adult magazinesSeventeen Seventeen (2 million)(2 million)

SkateboarderSkateboarder

• Elite (highbrow slicks) Elite (highbrow slicks) magazinesmagazines

New YorkerNew Yorker (1.1 million) (1.1 million)

National ReviewNational Review

The NationThe Nation

• Newspaper supplementsNewspaper supplementsParade (30 million circulation)Parade (30 million circulation)

USA Weekend (21 million USA Weekend (21 million circulation)circulation)

• No advertisementsNo advertisementsConsumer ReportsConsumer ReportsGuidepostsGuideposts (nondenominational (nondenominational religious)religious)

Ms. Ms. (feminist)(feminist)MAD MAD magazinemagazineReader’s DigestReader’s Digest (no (no cigarette advertising)cigarette advertising)

• Newspaper magazineNewspaper magazineNational Enquirer National Enquirer (1.5 million circulation)(1.5 million circulation)StarStarGlobeGlobe

Top 10 magazines for Top 10 magazines for circulationcirculation1.1. AARP The Magazine/BulletinAARP The Magazine/Bulletin2.2. Reader's DigestReader's Digest 3.3. Better Homes And GardensBetter Homes And Gardens 4.4. National GeographicNational Geographic 5.5. Good HousekeepingGood Housekeeping 6.6. Family CircleFamily Circle 7.7. Woman's DayWoman's Day8.8. Ladies' Home JournalLadies' Home Journal 9.9. AAA WestwaysAAA Westways10.10.PeoplePeople

Total circulation (2008): 90 millionTotal circulation (2008): 90 million

Non-newsrack magazinesNon-newsrack magazines• Sponsored magazinesSponsored magazines——published for memberspublished for membersNational GeographicNational GeographicSmithsonianSmithsonianAARP The MagazineAARP The Magazine

• Trade journalsTrade journals—keep people in a certain —keep people in a certain profession informed but sometimes have a poor profession informed but sometimes have a poor reputationreputation

——4,000 trade journals4,000 trade journals——sometimes the news stories and advertisements are sometimes the news stories and advertisements are similarsimilar

——might might excessively promote advertisers and ignore excessively promote advertisers and ignore negative stories about the industrynegative stories about the industry

——offer offer leading information about the industry that leading information about the industry that the mainstream media do not reportthe mainstream media do not report

Billboard, Modern Hospital, Advertising Age Billboard, Modern Hospital, Advertising Age

• Like consumer magazines, trade journals are Like consumer magazines, trade journals are numerous and specialized. numerous and specialized. Hog farmers can Hog farmers can subscribe to Hogs Today, Hog News, National subscribe to Hogs Today, Hog News, National Hog Farmer, Pig Farming, The Pig Journal, Hog Farmer, Pig Farming, The Pig Journal, Pig International, PigWorld, Pork Magazine, Pig International, PigWorld, Pork Magazine, and many others.and many others.

NewslettersNewsletters• focused content on one subjectfocused content on one subject

• expensive ($600 to $5,000 per year)expensive ($600 to $5,000 per year)

• small print runsmall print run

• little or no advertisinglittle or no advertising

• Foreign Auto MechanicForeign Auto Mechanic

Magazines continue to Magazines continue to demassify demassify

Heyday of mass magazines (1890s-1920s)Heyday of mass magazines (1890s-1920s)• MagazinesMagazines were the were the dominantdominant mass medium. They mass medium. They

helped create a helped create a national culturenational culture of shared of shared information, perspectives, and literature. information, perspectives, and literature. Magazines were the venue for Magazines were the venue for advertising advertising nationally available productsnationally available products..

Assault from television (1960s)Assault from television (1960s)• Television delivered more people to Television delivered more people to

advertisers for a cheaper amount per person. advertisers for a cheaper amount per person. • As advertisers moved to television, As advertisers moved to television,

publishers turned to special interest publishers turned to special interest magazines.magazines.

• These magazines offered their readers These magazines offered their readers information they could not find anywhere information they could not find anywhere else.else.

• Magazines were modified Magazines were modified to reach the readers to reach the readers with with special interestsspecial interests::-business magazines -business magazines -recreational interest magazines-recreational interest magazines-diversity of people-diversity of people

• The circulation was lower and so were the The circulation was lower and so were the advertising rates.advertising rates.

• Critics say these demassified Critics say these demassified magazines magazines betray their traditional role of enrichingbetray their traditional role of enriching the American culture. They also say that the American culture. They also say that specialization specialization reduces the intellectual rolereduces the intellectual role of magazines.of magazines.

• New competitionNew competition—cable television, —cable television, webzines/e-zines (online only magazines), webzines/e-zines (online only magazines), direct mail advertising direct mail advertising

Specialization Specialization • U.S. publishers are moving to U.S. publishers are moving to international editions to take advantage international editions to take advantage of new markets for their magazines.of new markets for their magazines.

• CosmopolitanCosmopolitan is the magazine with the is the magazine with the most most international editions international editions (58 international (58 international editions-2008).editions-2008).

• One of the reasons for the recent growth One of the reasons for the recent growth in international editions is that it is in international editions is that it is less risky to launch a foreign version of less risky to launch a foreign version of an established magazine than it is to an established magazine than it is to start a new magazinestart a new magazine in the United States. in the United States.

Most of these international editions are offered in Most of these international editions are offered in translation. translation.

Reader’s Digest Reader’s Digest was one of the first magazines to feature an was one of the first magazines to feature an international edition. Now it has 21 million overseas international edition. Now it has 21 million overseas circulation in 35 languages in 52 editions.circulation in 35 languages in 52 editions.

In South America, In South America, Reader’s Digest, Fortune, National Reader’s Digest, Fortune, National Geographic, and GlamourGeographic, and Glamour are best sellers. Reader’s Digest is are best sellers. Reader’s Digest is the best-selling magazine in Argentina, Chile, and Brazil.the best-selling magazine in Argentina, Chile, and Brazil.

National Geographic Magazine• National Geographic Society founders National Geographic Society founders started the magazine to promote the started the magazine to promote the society’s values and build membership. society’s values and build membership.

• It is the It is the most widely recognized sponsored most widely recognized sponsored magazinemagazine. The magazine’s U.S. circulation . The magazine’s U.S. circulation is about 5 million.is about 5 million.

• National GeographicNational Geographic is is printed in numerous printed in numerous languages, including: languages, including:

• • ChineseChinese• • Chinese Traditional Chinese Traditional CharactersCharacters

• • CroatianCroatian• • CzechCzech• • DanishDanish• • Dutch (Belgium)Dutch (Belgium)• • Dutch (Netherlands)Dutch (Netherlands)• • EnglishEnglish• • FinnishFinnish• • FrenchFrench• • GermanGerman• • GreekGreek

• • HungarianHungarian• • ItalianItalian• • JapaneseJapanese• • KoreanKorean• • NorwegianNorwegian• Polish Polish • • Portuguese—BrazilPortuguese—Brazil• • Portuguese—PortugalPortuguese—Portugal• • RomanianRomanian• • RussianRussian• • Spanish (U.S. and Spanish (U.S. and Latin America)Latin America)

• • SwedishSwedish• • TurkishTurkish

• National Geographic Society also National Geographic Society also publishes:publishes:

• Traveler MagazineTraveler Magazine

• Adventure Magazine Adventure Magazine

• Kids MagazineKids Magazine

• Explorer MagazineExplorer Magazine

• The Green GuideThe Green Guide

• Classroom MagazineClassroom Magazine

• It also has the National Geographic It also has the National Geographic Channel on television.Channel on television.

Leading magazine Leading magazine publisherspublishers

• Time Inc (Time Inc (Time, PeopleTime, People))

• Advance Publications-Conde Nast is part of Advance Publications-Conde Nast is part of this company- (this company- (Parade, Vogue, GQParade, Vogue, GQ))

• Hearst Corp. (Hearst Corp. (Cosmopolitan, Good Cosmopolitan, Good Housekeeping, SeventeenHousekeeping, Seventeen))

• Meredith Corp. Meredith Corp. (Better Homes and Gardens, (Better Homes and Gardens, Ladies’ Home JournalLadies’ Home Journal))

Top magazines for revenue

Magazine concentration Magazine concentration

• Primedia (and Source InterLink) owns:Primedia (and Source InterLink) owns:• Broad Reach AutomotiveBroad Reach Automotive• Automobile Automobile • Motor Trend Motor Trend • Truck Trend Truck Trend

• LifestyleLifestyle• New York MagazineNew York Magazine• Soap Opera Digest Soap Opera Digest • Soap Opera Weekly Soap Opera Weekly

• AutomotiveAutomotive• 4-Wheel & Off-Road 4-Wheel & Off-Road • 4 Wheel Drive & Sport Utility 4 Wheel Drive & Sport Utility • 5.0 Mustang & Super Fords 5.0 Mustang & Super Fords • ATV Rider ATV Rider • Car Audio and Electronics Car Audio and Electronics • Car Craft Car Craft • Chevy High Performance Chevy High Performance • Circle Track Circle Track • Classic Trucks Classic Trucks • Corvette Fever 5.0 Corvette Fever 5.0 • Custom Classic Trucks Custom Classic Trucks • Custom Rodder Custom Rodder • Dirt Rider Dirt Rider • European Car European Car • Eurotuner Eurotuner

• Four Wheeler Four Wheeler • GM High Tech Performance GM High Tech Performance • High Performance Pontiac High Performance Pontiac • Honda Tuning Honda Tuning • Hot Bike Hot Bike • Hot Rod Hot Rod • Hot Rod Bikes Hot Rod Bikes • Import Tuner Import Tuner • Jeep Jeep • Kit Car Kit Car • Lowrider Lowrider • Lowrider Arte Lowrider Arte • Lowrider Euro Lowrider Euro • Mini Truckin' Mini Truckin' • Mopar Muscle Mopar Muscle

• Motorcycle Cruiser Motorcycle Cruiser

• Motorcyclist Motorcyclist

• Muscle Mustangs & Fast Fords Muscle Mustangs & Fast Fords

• Mustang & Fords Mustang & Fords

• Mustang Monthly Mustang Monthly

• MXracer MXracer

• Off-Road Off-Road

• Popular Hot Rodding Popular Hot Rodding

• Rod & Custom Rod & Custom

• Sport Compact Car Sport Compact Car

• Sport Rider Sport Rider

• Sport Truck Sport Truck

• Stock Car Racing Stock Car Racing

• Street Chopper Street Chopper

• Street Rodder Street Rodder

• Super Chevy Super Chevy

• Super Street Super Street

• Turbo Turbo

• Truckin' Truckin'

• Truckin's SUV Truckin's SUV

• Vette Vette

• VW Trends VW Trends

• Action SportsAction Sports

• Bike Bike

• Canoe & Kayak Canoe & Kayak

• Climbing Climbing

• Kitplanes Kitplanes

• Powder Powder

• SG SG

• Skateboarder Skateboarder

• Slam Slam

• Snowboarder Snowboarder

• Surfer Surfer

• Surfing Surfing

• High TechnologyHigh Technology

• Audio Video Interiors Audio Video Interiors

• eDigital Photo eDigital Photo

• Home Theater Home Theater

• Petersen's Photographic Petersen's Photographic

• Shutterbug Shutterbug

• Stereophile Stereophile

• Stereophile Guide to Home Theater Stereophile Guide to Home Theater

• CraftsCrafts• Crafts Crafts • Creative Machine Embroidery Creative Machine Embroidery • Creating Keepsakes Creating Keepsakes • McCall's Quilting McCall's Quilting • McCall's Quick Quilts McCall's Quick Quilts • Quilter's Newsletter Quilter's Newsletter • Quiltmaker Quiltmaker • Sew News Sew News • Simple Scrapbooks Simple Scrapbooks • Step by Step Beads Step by Step Beads

• HistoryHistory• American History American History • America's Civil War America's Civil War • Aviation History Aviation History • British Heritage British Heritage • Civil War Times Civil War Times • Military History Military History • Quarterly Journal of Military History Quarterly Journal of Military History • Vietnam Vietnam • Wild West Wild West • World War II World War II

• EquineEquine

• Arabian Horse World Arabian Horse World

• Dressage Today Dressage Today

• EQUUS EQUUS

• Horse & Rider Horse & Rider

• Practical Horseman Practical Horseman

• OutdoorsOutdoors• Bowhunter Bowhunter • Florida Sportsman Florida Sportsman • Fly Fisherman Fly Fisherman • Game & Fish Game & Fish • Gun Dog Gun Dog • Guns & Ammo Guns & Ammo • Handguns Handguns • In-Fisherman In-Fisherman • In-Fisherman Bass Guide In-Fisherman Bass Guide • In-Fisherman Catfish Guide In-Fisherman Catfish Guide • In-Fisherman Ice Fishing Guide In-Fisherman Ice Fishing Guide • In-Fisherman Walleye Guide In-Fisherman Walleye Guide • North American Whitetail North American Whitetail • Petersen's Bowhunting Petersen's Bowhunting

• Petersen's Hunting Petersen's Hunting

• Rifle Shooter Rifle Shooter

• Shooting Times Shooting Times

• Shotgun News Shotgun News

• Walleye In-Sider Walleye In-Sider

• Wildfowl Wildfowl

• GemsGems

• Colored Stone Colored Stone

• Lapidary Journal Marine Lapidary Journal Marine

• Power & Motoryacht Power & Motoryacht

• SailSail

Magazines divide into Magazines divide into regional or demographic regional or demographic editionseditions•RegionalRegional—national magazine has —national magazine has different editions for regions different editions for regions (Sunset). (Sunset).

•DemographicDemographic—identify subscribers —identify subscribers by occupation, income or ZIP code.by occupation, income or ZIP code.

•Split runsSplit runs—national magazines —national magazines tailor advertisements to different tailor advertisements to different regions. (Time, Newsweek)regions. (Time, Newsweek)

• Ink-jet imagingInk-jet imaging—specialized, personal —specialized, personal message to individual subscribersmessage to individual subscribers

• Time Warner’s geodemographic TargetSelect Time Warner’s geodemographic TargetSelect programprogram—makes it possible for magazine —makes it possible for magazine publishers to identify narrower and narrower publishers to identify narrower and narrower segments of the mass audience and then to segments of the mass audience and then to gear their publications to those narrower gear their publications to those narrower interests.interests.

• Mobile magazinesMobile magazines—magazine readers are able —magazine readers are able to read portions of some publications on to read portions of some publications on their PDAs or cell phones. European their PDAs or cell phones. European countries are pioneering this trend.countries are pioneering this trend.

• Magazine publishers moved into cable Magazine publishers moved into cable television production and home video.television production and home video.

• In 2006, magazine publishers introduced In 2006, magazine publishers introduced online social networksonline social networks and and user-generated user-generated contentcontent on their websites. Publishers used on their websites. Publishers used more more blogs, mobile applications, podcastsblogs, mobile applications, podcasts, , and and video contentvideo content for websites and cell for websites and cell phones or PDAs.phones or PDAs.

• Time Inc.Time Inc. – Online guru guides, acquired social Online guru guides, acquired social networks, downloadable sports tickers, networks, downloadable sports tickers, sports tracking applications, special sports tracking applications, special swimsuit issue website, mobile content swimsuit issue website, mobile content series, several new blogs, upgraded social series, several new blogs, upgraded social networking functions on its websites.networking functions on its websites.

•Dub Publishing: brand extensions, new products

Advertising magazinesAdvertising magazines

• BrandBrand—carry ads for company's products and —carry ads for company's products and parent company's products. (Benetton's parent company's products. (Benetton's Colors)Colors)

• MagalogueMagalogue—glorified versions of catalogs——glorified versions of catalogs—designer publication produced to look like a designer publication produced to look like a magazine (Abercrombie & Fitch) or magazine (Abercrombie & Fitch) or publications that pages of products with publications that pages of products with favorable reviews, prices, and websites were favorable reviews, prices, and websites were the reader can buy the product (Lucky, Cargo, the reader can buy the product (Lucky, Cargo, Vitals, Domino, Shop Etc.)Vitals, Domino, Shop Etc.)

• Synergistic magazineSynergistic magazine—designed to generate —designed to generate stories that will become movies, television stories that will become movies, television programs or other media content.programs or other media content.

Magazines with highest Magazines with highest advertising revenueadvertising revenue

• The The large circulationlarge circulation of a magazine of a magazine doesn’t equal high doesn’t equal high advertising revenueadvertising revenue. .

• A A weeklyweekly magazine could make more money magazine could make more money than a monthly magazine. Appealing readers than a monthly magazine. Appealing readers also might raise advertising rates.also might raise advertising rates.

Top magazines for advertising Top magazines for advertising revenuerevenue

• People (Time Warner)People (Time Warner)

• Better Homes and Gardens (Meredith Corp.)Better Homes and Gardens (Meredith Corp.)

• Time (Time Warner)Time (Time Warner)

• Sports Illustrated (Time Warner)Sports Illustrated (Time Warner)

• (Aug. 2007)(Aug. 2007)

Advertising revenueAdvertising revenue

• A significant trend in magazine publishing A significant trend in magazine publishing is the is the growing importance of advertising growing importance of advertising revenuerevenue..

• By 2003, advertising accounted for almost By 2003, advertising accounted for almost 70 percent of the revenue of the top 300 70 percent of the revenue of the top 300 consumer magazines. Subscription revenue consumer magazines. Subscription revenue makes up about 20 percent and newsstand makes up about 20 percent and newsstand sales make up the remainder. sales make up the remainder.

• The revenue from advertising, The revenue from advertising, subscriptions and newsstand sales varies subscriptions and newsstand sales varies by magazine.by magazine.

• Reader’s DigestReader’s Digest—46 percent revenue from —46 percent revenue from advertisingadvertising

• CosmopolitanCosmopolitan—72 percent revenue from —72 percent revenue from advertisingadvertising

QuestionsQuestions• How have magazines contributed to How have magazines contributed to

early U.S. culture?early U.S. culture?

• How have magazines been How have magazines been innovative as a journalistic and innovative as a journalistic and as a visual medium?as a visual medium?

• How do sponsored magazines and How do sponsored magazines and trade journals differ from the trade journals differ from the consumer magazines available at consumer magazines available at news racks?news racks?

• Why are most magazines edited Why are most magazines edited for special interests of for special interests of targeted audiences?targeted audiences?

• What is the status of What is the status of demassification in the magazine demassification in the magazine industry?industry?

• Are magazines losing their Are magazines losing their influence as a shaper of the influence as a shaper of the culture? Explain.culture? Explain.