1. 1 Magazines Chapter 5 © 2009, The McGraw-Hill Companies, Inc. All rights reserved.

2. 2 CHAPTER OUTLINE History Magazines in the Digital Age Defining Features of Magazines Organization of the Magazine Industry Magazine Ownership Producing the Magazine Economics Feedback

3. 3 HISTORY Magazines have had a long history in the US

4. 4 The Colonial period “Magazine”: warehouse or depository –Variety of opinion pieces, facts, human interest stories Strong political bias Written to educated urban audience Encouraged literate and artistic expression Unified the colonies

5. 5 After the Revolution Continue to target educate elite audience Present mix of topical and political articles Roots of modern news magazine

6. 6 The Penny-Press Era 1820s-1860s -- Magazines appealed to mass audience Parallel strategies of penny press newspapers Target the middle class

7. 7 The Magazine Boom 1860-1900 – many new magazines appeared –More available money –Improved printing techniques –Postal Act of 1879 Special mailing rates for magazines –Magazines could reach national mass audience Muckrakers – investigative reporting

8. 8 Between the Wars Changing lifestyles influenced magazine development Three magazine types emerged –Digest –News weeklies –Pictorial magazine

9. 9 The Postwar Period Publishers continued to specialize to satisfy readers who had –Increased leisure time –Liberalized views –New interests in urban lifestyles

10. 10 Contemporary Magazines Challenges to magazine industry –Declines in single-copy sales –Sweepstakes competitions have nearly disappeared –National do-not-call list –Cable TV and Internet

11. 11 MAGAZINES IN THE DIGITAL AGE Magazines are still learning how to use the Internet Generating revenue from the Internet –Ad-supported web-only titles –Repackaged print content –Charging for access to archives –E-commerce

12. 12 Replica Editions Replica editions are not online editions Replica editions mimic the print magazine

13. 13 Mobile Magazines Magazines can be read on laptops, cell phones, PDAs Magazine podcasts are available Challenges with mobile magazine delivery –How long will readers stay with mobile editions? –What about payment

14. 14 User-Generated Content Publishers are cautiously exploring user- generated content –Want to retain control of content –Not sure how to generate revenue –Could be way to build audience base

15. 15 DEFINING FEATURES OF MAGAZINES Specialized audiences In tune with social, economic, cultural trends Can influence social trends Convenient portable format

16. 16 ORGANIZATION OF THE MAGAZINE INDUSTRY The magazine industry can be classified by the types of content presented in the magazine, or by the three traditional components of manufacturing.

17. 17 Content Categories General consumer magazines Business publications Custom magazines Literary reviews and academic journals Newsletters Public relations magazines

18. 18 Functional Categories Production Distribution –Paid circulation –Controlled circulation Retail

19. 19 MAGAZINE OWNERSHIP The magazine industry is dominated by large corporations, many with holdings in other media. The five leading magazine publishers are Time Warner, Advance Publications, Hearst Corporation, Meredith Corporation, and Reader’s Digest Association

20. 20 PRODUCING THE MAGAZINE A variety of people work together to create a magazine

21. 21 Departments and Staff Publisher Circulation Department Advertising Department Production Department Editorial Department

22. 22 Publishing the Magazine Plan for upcoming issues Convert ideas into articles, pictures, illustrations Create dummy – conceptual plan or blueprint of final publication Assign work schedules and deadlines Begin the work

23. 23 ECONOMICS Revenue sources –Subscriptions –Single-copy sales –Advertising –Ancillary services The magazine industry is facing tough times

24. 24 FEEDBACK Audit Bureau of Circulation (ABC) –Paid circulation –Rate base Business Publication Audit (BPA) Mediamark Research, Inc (MRI) –Primary audience –Pass-along audience Online readership –Audit Bureau of Circulation –Nielsen/NetRatings

25. 25 Magazine Audiences 85% of US adults read at least one magazine per month Adults look through an average of 10 magazines per month Readers more educated and more affluent than non-readers Readers tend to be joiners