Chapter 9: Magazines in the Age of Specialization

Some guiding questions zWhat are the historical origins of the magazine? zWhat was the role of magazines in the early 20th century? zHow have magazines changed in the Age of Specialization? zHow is the magazine industry organized and structured today?

EARLY HISTORY OF MAGAZINES zThe word “magazine” derives from French magasin, meaning storehouse or collection. zWhat is collected in today’s magazine? yArticles, stories, images, advertisements

17th-18th century magazines zIn Europe, magazines served as channels for political commentary and persuasion. yDefoe’s Review ( , London) yTatler, Spectator, Gentleman’s Magazine zHow did they differ from newspapers?

MAGAZINES IN COLONIAL AMERICA zPrimarily served politicians, the educated, and the merchant class zMost adults were illiterate at this time; thus, small circulation zCovered issues of taxation, federal power, Indian treaties, public education, colonialism

Some issues with early magazines zMost republished articles from other sources. zOften included poetry, political essays zLess timely than newspapers; often published on irregular schedule zMailing expenses were formidable zHigh publishing costs and small circulations

19th century: beginnings of specialized magazines zReligious periodicals boasted large readerships. zLiterary magazines zMagazines targeting occupational markets (farmers, teachers, lawyers, doctors).

Saturday Evening Post zFounded 1821, Philadelphia zLongest-running magazine in U.S. history zOriginal and republished articles zNews, poetry, essays, reviews zFirst magazine to appeal directly to women.

Boom in magazine readership zIncreases in literacy zImprovements in rail service enabled shipping z600 magazines by 1850 z5,000 magazines launched, though most failed

Women’s magazines zLadies’ Magazine (1828, Sarah Josepha Hale) merged with Godey’s Lady’s Book ( ) zPlayed central role in educating working- and middle-class women

Other important periodicals zGraham’s Magazine ( ) zKnickerbocker ( ) zNation (1865-present) zHarper’s (1850-present) zYouth’s Companion ( )

The Development of Modern American Magazines

Large-circulation magazines zPostal Act of 1879: lowered shipping rates zImproved rail transportation for shipping zImproved printing presses and mass- production facilities zResulted in lowered prices, making magazines more accessible to working classes

Magazine Advertising zCompanies bought ad pages to reach expanding market. zAttracted consumer attention; appeal to women consumers zDevelopment of a national marketplace zNew venues for selling consumer goods ydepartment stores, supermarkets, dimestores

Popular Magazines and Social Reform zYellow Journalism: crusading for social reform on behalf of public good zemphasized sensational stories and included reports that exposed corruption (also dubbed muckraking) zE.g., against poor living and working conditions, unregulated medicines zMagazines provided greater depth of investigative coverage

PHOTOJOURNALISM zThe use of photos to document the rhythms of daily life, breaking events zPhotos as important as text zGave magazines advantage over radio zChanged the way people view the world

BOOM IN GENERAL INTEREST MAGAZINES IN 1920S AND 1930S zSaturday Evening Post zReaders Digest zTime zLife zLook

Rise of TV GUIDE zEstablished 1953 by Walter Annenberg’s Triangle Publications. zSmall format, supermarket sales strategy zTapped into rise of TV in American culture zRegional editions tailored to local channels zBought out by Rupert Murdoch’s News Corp, LTD in 1988; used to promote Fox TV

FALL OF WEEKLY, GENERAL- INTEREST PERIODICALS z Collier’s (1956) z Woman’s Home Companion (1956) z Saturday Evening Post (1969) z Look (1971) z Life (1972)

WHY? zExpensive production costs zChanging consumer tastes zRising postal and distribution costs zFalling ad revenues zCompetition with TV for advertiser dollars

Who survived? z Smaller formats z Lower quality photos z Those that relied on supermarket sales rather than subscriptions z Women’s magazines

THE AGE OF SPECIALIZATION: From mass marketing to niche marketing

Trend to specialized marketing zNeed for small, discrete audiences that could be guaranteed to advertisers zDevelopment of regional and demographic editions zTailoring both content and ads to different demographic groups

DEMOGRAPHICS Dividing consumers into categories based upon age, sex, socioeconomic class, occupation, geographic location, lifestyle interests, hobbies, religion, politics, etc.

What magazines do you read? What is your demographic profile?

FRAGMENTED MAGAZINE MARKET zAimed at communities of readers who share values, interests, and social identity zMagazines organized around sports and leisure activities, travel and geography, lifestyle, age, race, ethnicity

Can you think of some examples?

Alternative forms of magazines zSupermarket tabloids zWebzines zGrassroots-published personal “zines” zNewsletters

THE MAGAZINE INDUSTRY: ORGANIZATION AND ECONOMICS

Issues in magazine publishing zProduction and technology zEditorial content zAdvertising and sales zCirculation and distribution

How do magazines serve a democratic society?