Important people to know in blue Things he emphasized in red Things underlined in the powerpoint bolded Important definitions highlighted Chapter 5 Magazines What he said to know in the review for Ch 5 Circulation definition s etc Historical background postal Act ect Types of Magazines consumer magazines Discussion of Advertorials Muckrakers Video on BB o Who coined the term Audience trends History of Magazines Magazines were a favorite medium of the British elite by the mid 1700s 2 prominent colonial printers wanted to copy that success in the new world o Trying to get the honor of publishing the first magazines in colonial America In 1741 American Magazine Andrew Bradford Did it first and beat ben franklin In 1741 General Magazine Ben Franklin Printed 3 days later than Bradford Neither of these magazines were successful Both were expensive Both were aimed at small number of literate colonists No organizational system so distribution was hard The Early Magazine Industry 1825 there were 100 magazines in operations o By 1850 there were 600 o A few of the most successful were Harper s 1850 Atlantic Monthly 1857 2 things that caused magazine expansion o Cheaper printing and growing literacy just like with books like in Ch 3 Saturday Evening Post 1821 continued for 148 years o The spread of social movements like the labor reform and abolitionism The real issues gave magazines something interesting to write about o Because magazine articles began focusing on U S problems U S magazines began to look less like London publications Journalism historians called this the time of significant beginnings It was during this time 1850s that the magazine developed many of the characteristics we associate with it today o Magazines started to differentiate themselves from books and newspapers o The concept of specialist writers took hold Periodicals were created for lawyers artists and other professionals Magazines were still not a mass medium yet The target audience was still the elite o Numerous and detailed illustrations began to fill the pages of magazines o Specialist writers and more detailed illustrations the 2 major changes The Mass Circulation Era Mass circulation popular magazines began to prosper in the post Civil War years o In 1865 there were 700 magazines o By 1870 there were 1 200 o By 1885 there were 3 300 Crucial in this expansion was the women s magazine o Women s right to vote was the social movement that occupied its pages o How to articles for homemakers were popular o Now advertisers wanted to appear in new women s magazines Several reasons for this growth o As with books widespread literacy increased o The Postal Act of 1879 Allowed mailing of magazines at secong class postage rates o The spread of the railroad Carried people and publications westward o Industrialization o Reduction in costs Provided people with leisure and more income Went from 35 cents to 10 cents Cost reduced more readers more advertisers Because of the above reasons the number of advertising agencies increased dramatically o This 1870s price war was possible because of increased advertisers attraction Magazines were known as America s first national mass medium o Magazines were the perfect outlet for advertisers because of its national audience o Result circulation was more important than reputation in setting advertising rates o Much like books magazines served as an important force in social change century especially in the Muckraking era of the first decades of the 20th o Muckraker a writer who investigates and reports truthful damaging reports as an auditory or watchdog function Modern terms investigative journalist Theodore Roosevelt coined the label as an insult but the muckrakers wore it proudly Muckrakers targets were the powerful their beneficiaries were the poor Between 1900 and 1945 the number of families who subscribed to one or more magazines grew from 200 000 to more than 32 million o For example Time which was first published in 1923 The Era of Specialization In 1956 Collier s magazine the 1st magazine to cease publication o Because of culture changes and mainly the start of television Magazines could not beat TV o Couldn t match TV s viewer reach or timeliness o Did not have moving pictures visual oral storytelling o Magazines were weekly whereas television was continuous o TVs were new magazines were not as novel Audiences The audiences changed after WWII o They became more interested in narrower publications such as GQ and Self o Result the industry hit on the secret of success specialization and a lifestyle It was the magazine industry that began the trend of moving in this direction to attract an increasingly fragmented audience o Know that tv decreased magazine sales so magazines aimed at fragmented orientation audience Magazines and their audiences Who are audiences for magazines Magazine industry research indicates that o 94 of people with some college education read at least 1 magazine o Overall 93 of all Americans read a magazine o Adults on average read 7 7 issues a month o Magazine readers are more attentive How people use magazines makes them attractive to advertisers o Magazine readers are more engaged with magazines Maybe because The power of magazines is a personal experience Unlike a lot of media consumers pay for magazines This is another form of engagement o Result magazine advertising ranks 1st in making a positive impression above all o It is 2nd behind video games in people s claim that they enjoy the content when o More American adults 48 trust magazine advertising than they do television or other commercial media they see the ad Internet advertising Why Because they are more engaged in the content of the magazine Scope and Structure of the Magazine Industry In 1950 there were 6 950 magazines o The number is now greater than 20 000 7 300 of which are general interests consumer magazines In 2012 alone new magazines being launched totaled 227 Contemporary magazines typically divided into three types 1 Trade professional and business magazines Carries stories features and advertisements 2 Industrial company and sponsored magazines Produced by companies for their own employees customers stockholders 3 Consumer magazines Sold by subscriptions by retail outlets Ex The New Yorker Categories of Consumer Magazines Targeting these groups of people o Alternative Mother Jones o Business money Money Black Enterprise o Celebrity and Entertainment People Entertainment Weekly o
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