newspapers Yellow Journalism high interest stories sensation crime political bickering journalism that focused on sensation tabloids exaggerate tell stories that weren t there William Randolph Hearst major newspaper mogul main competition of pulitzer doubled pples salaries ex cuba harbor blames missile spanish blew up our battleship created a fake war created public opinion to going to war w the spanish Shift from afternoon to morning papers Why shift in the workforce shift towards white collar workers made more money off of morning papers shifts people want to read afternoon paper instead of morn blue collar jobs more interested in afternoon vs white collar workers get up earlier white collar want to know what the news is do your job better Increasing suburbanization Newspaper industry decline in number of two paper cities lead to 1970 newspaper preservation act enabled failing companies to continue operating joint operating agreements JOA s merger denver post and rocky mountain news competing papers merge business operations but keep separate news operations through JOA and print 2 papers Agency advertising sales Denver Newspaper production distribution two newspapers will merge to form third company denver newspaper agency takes over printing buying paper electricity separate editorial sides of the newspaper companies other aspects of those businesses two newspapers in a community combine all business side of what they do get business saving try to keep more newspapers in existence Magazines our first national mass medium Why 1 Postal Act of 1879 railroads Magazines given special mailing rate Made it economically feasible to reach people all over U S 2 Advertising Cyrus Curtis Ladies Home Journal 1881 Advertising subsidy cut cost of mag for subscribers to boost circulation charge advertisers more Success of L H J led to rise of mass appeal magazines magazines designed with something for everybody for big circulation i e a bundle of content MccLure s Cosmopolitan Saturday Evening Post Magazines the importance of covers Who u put on the cover impacts sales suppresses boosts sales subscriptions well tailored to specific audience points of interest umbrella theory single copy sales buy a single issue most pop mag aarp bs its free better homes and gardens tailored to moms on the lines at grocery stores mags need long shelf lives need content that will draw you in general interest stories variety of topics aimed at national audience photojournalism photos that document aspects of daily life interactive video ads moment of relevance impact of tv on market advertising TV changed everything It offered a national audience with moving visuals at a cheaper cost per thousand CPM how much does it cost to reach a thousand people Life Magazine 7 CPM TV 3 80 CPM TV stole magazines national advertisers advertisers now relying on media not newspapers mags Magazines responded in 2 ways Slashed subscription prices to attract larger audiences failed lost too much money Specialized to meet demands of audience with more time and money for leisure successful more attractive to audiences and advertisers Why specialization worked for magazines 1 Specialized audiences were willing to pay more 2 Specialized audiences have lower churn rate churn percentage of people who don t re subscribe to a magazine Smaller number is cheaper and more stable 3 Advertisers are willing to pay more to reach narrow audience Cost per thousand is more efficient Led to magazine as a specialized medium Led to magazines as a specialization medium 69 of circulation revenue from subscriptions 55 of total revenue from advertising Advertising subsidy Cost for the consumers If circulation figures are higher the cost for advertising is higher Women s and men s magazines Magazines focused on more adult subject matter Ex Playboy and Ladies Home Journal Sports entertainment and leisure magazines Magazines for fans of soap operas running tennis hunting quilting music etc Ex Sports Illustrated Rolling Stone and National Geographic Magazines for the Ages Magazines appealing to very young and older readers Ex Youth s Companion Seventeen Maxim and AARP The Magazine Elite magazines Characterized by combination of literature criticism humor and journalism and by their appeal to highly educated audiences often living in urban areas The New Yorker Vanity Fair and Atlantic Monthly Minority targeted magazines about their own interests Magazines targeting minorities and Ex Ebony Negro Digest and Cosmopolitan en Espanol Supermarket tabloids Include bizarre human interest stories gruesome murder tales violent accident accounts unexplained phenomena stories and malicious celebrity gossip Ex National Enquirer Star and People Specialized magazines Magazines made to target a certain group of people Pass along readership The total number of people who come in contact with a single copy of a magazine Demographics Tell people very basic information about the target audience Brings back incomplete answers and won t give complete stories about the audience study of audiences consumers age gender occupation ethnicity education income demographic editions national magazines whose ads are tailored to subscribers according to occupation class and zip code address Psychographics The study of personality values attitudes interests and lifestyles Help predict what customers will do and why they are doing it Gives a better insights into a customer s reasoning and actions split run editions magazine includes a few pages of ads purchased by local or regional companies The editorial content remains the same but the Ex Time and Sports Illustrated contain a number of pages reserved for regional ads What tablets iPads magazine editions offer Portability Interactive ads moment of relevance Size readability Can start with pay for content expectation Online news issues How to stay profitable Include online print readership in circulation figures print and digital ads package Curtail free content Paywalls and digital subscriptions WSJ NYT pay walls if you want to see the content you have to pay for it MOBILE need to pay for the mobile version as well or try to do a better job of targeting ads on a mobile app specialized ads designed for that why don t have wall street journal expensive specialized business oriented news kept them immune from probs affecting other newspapers specialized to the younger generation when 50 and over die younger generation more interested in aps