COM 160 Lecture 5Outline of Last Lecture I. History of NewspapersII. Colonial PapersIII. The rise in newspapersIV. Developments that shaped today’s newspapersV. Current newspaper industry issuesVI. ChainsOutline of Current Lecture I. MagazinesII. Segmentation (and Advertising)III. Magazine TrendsCurrent LectureChapter 5: MagazinesI. Magazinesa. 1st Magazine (sorta’) = 1731 “Gentleman’s Magazine”i. Edward Cave (London)b. Magazines were slow to develop in Americai. Factors (why?)1. Size dispersion of population2. Expensive3. Transportation4. The readers themselvesc. Revolutionary war helpedi. Miscellanies = Magazines filled with miscellaneous thingsd. Civil War helped  People wanted to stay updated with the warThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.e. Photojournalism on the risei. Led to policies, laws, legislation1. Ex: Kids working in factories  Child labor lawsf. Muckraking: Magazine journalism attracted crusading reporters, looking for controversial, striking content  Mass Audiencei. Led to outstanding social reform1. Food and Drug Actii. Ended WWIg. “Saturday Evening Post”: Longest running post in US historyh. Most influential magazines were targeted towards womeni. Educated women, brought on women’s rightsi. Segmentation (and Advertising)i. How do people read magazines?1. Ads and Editorial content2. Magazines are kept for 4 months (on average)3. Pass-along readership = 4 people (on average)4. Loyaltyj. Advertisers love specialized magazinesk. Advertising:i. Controlled circulation = freeii. Advertisers influence magazine content!!!1. Complimentary Copy  Reinforces advertisers message2. Prescreening contentl. Consumer reports = No adsm. Magazine trendsi. Regional Editions = Content is tailored to different geographic areas1. Split-Run Editionsii. Demographic Editions  Target a specific group of peopleiii. Brand Magazines1. Benetton’s “Colors”iv. Magalogs = Catalogs designed to look like magazines1. Ex: Abercrombie & Fitch v. Webzinesvi. Advertorials = Blends content and