EXAM 2 Magazines Chapter 5 o Muckraking form of crusading journalism that primarily used magazines to agnate for changes o Split Runs special versions of a given issue of a magazine in which editorial content and ads vary according to some specific demographic or regional grouping o Circulation the number of issues of a magazine or newspaper that are sold o Controlled Circulation a magazine provided at no cost to readers who meet some specific set of advertiser attractive criteria o Custom Publishing publications specifically designed for an individual company seeking to reach a narrowly defined audience o QR Quick Response small black and white squares that appear on many media surfaces that direct mobile device users to a specific website o NFC near field communication chip tag embedded in a magazine page that connects readers to advertisers digital content o Brand Magazine a consumer magazine published by a retail business for readers having demographic characteristics similar to those with whom it typically does business o Magalouge designer catalogue produced to look like a consumer magazine o Interruptive ads magazine ad copy that weaves through or around editorial copy o Advertorial ads in magazines and newspaper that take on the appearance of genuine editorial content Function to put commercial content before readers cloaked in the respectability of editorial content o Complimentary copy newspaper and magazine content that reinforce the advertiser s message or at least does not negate it Why does it trouble critics Its problematic because a major influence in a publication s editorial decision making see increased crumbling of the wall between advertising demands and editorial judgment o As pull Policy the demand for an advance review of a magazine s content with the threat of pulled advertising if dissatisfied with that content o Describe the history and development of the magazine industry and the magazine itself as a medium Magazines a favorite 18th century British elite made an easy transition to colonial America Mass circulation magazines prospered in the post Civil War years because of increased literacy improved transportation reduced postal costs and lower cover prices and social movements abolitionism and labor reform Magazines large readership and financial health empowered the muckrakers to challenge society s powerful o Identify how the organizational and economic nature of the contemporary magazine industry shapes the content of magazines TV changed magazines from mass circulation to specialized media as a result they are attractive to advertisers because of their demographic specificity reader engagement and reader affinity for the advertising they carry The 3 broad categories of magazines are trade professional and business industrial company and sponsored and consumer magazines Magazine circulation comes in the form of subscription single copy sales and controlled circulation Advertiser demands for better measures of readership and accountability may render circulation an outmoded metric o Describe the relationship between magazines and their readers Custom publishing in the brand magazine and magalouges is one way that magazines stand out in a cluttered media environment Magazines further meet competition from other media especially cable TV through internationalization technology driven improvements in distribution and the sale of subscriber lists and their own direct marketing efforts o Explain the convergence of magazines with the Internet and mobility technologies Virtually all magazines have online equivalents although they employ different financial models Readers they employ different financial models Readers are overwhelmingly positive about electronic magazines They are equally enthusiastic about accessing magazines from mobile devices o Apply key magazine reading media literacy skills A number of industry revenue enhancing practices pose different challenges to media literate readers Advertorials are commercial content designed to appear like genuine editorial material o Questions for review Interruptive ads are ad copy that waves in and around editorial content Complimentary copy is editorial content that reinforces an advertisers message Ad pull policies are advertiser demands on threat of removal of its ad for an advance view of a magazine s content Heavy reliance on digitally altered graphics is regularly employed in both advertising and editorial content and is highly controversial How would you characterize the content of the 1st US magazine Composed largely of reprinted British material these publications were expensive and aimed at the small number of literate colonists What factors led to the demise of the mass circulation era and the development of the era of specialization The spread of social movements such as abolitionism labor rights and labor reform provided issues that made a boom in the magazine publishing world they were more American than English based Started to differentiate themselves from books and newspapers Illustrations started to grace the pages of magazines Mass circulation demise also happened due to loss of advertisement to TV WW2 changed the nature of American life The new mobile and product consuming public was less interested in the news and more in tune with the hip world of narrower interests Why do advertisers favor specialization in magazines Advertisers want to target ads for their products and services to those most likely to respond to them What are engagement and affinity Why are they important to advertisers E psychological and behavioral measure of ad effectiveness designed to replace CPM A a broadcasting station that aligns itself with a network Why is the magazine industry optimistic about the effects of new mobile technologies on its relationship with readers Smartphones and tablets now make hard copy magazines more attractive to readers and advertisers now that QR codes appear on virtually all consumer magazines o NEED TO KNOW names History of Motion Picture Early pioneers late 19th century o Make money and entertain Muybridge s zoopraxiscope 1877 o Started when a bet was made to see if when horses raced was there a time when all 4 hooves were off the ground Edison and Dickson s kinetoscope 1891 o Only one person can watch it per time o 40 still pictures per second Lumiere Brothers cinematographe 1895 o Considered the 1st true movie projector technology Early industry early 20th century 1st
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