Richard E. Caplan The University of Akron 4. Magazines Christopher Burnett California State, Long Beach

Magazines: Trends & Culture Sports Illustrated –Sports Glamour –2 million readers Parenting –$200,000 in advertising Maxim –2.5 million readers –Maxim Radio on SIRIUS Magazines reflect the culture ©James Leynes/Corbis

Colonial Magazines and Newspapers 50 years after the first colonial newspaper American Magazine –Philadelphia three issues General Magazine –Benjamin Franklin - six issues Magazine v. Newspaper –Magazine: national politics, culture and ideas –Newspapers: daily events of local communities

The First National Mass Medium Magazines - first national medium –Newspapers local –Books expensive Magazine specialties –News –Culture –Entertainment Saturday Evening Post –First national publication,1821

Reaching New Readers Women’s Issues: Godey's Lady’s Book, 1830 –Advice on morals, manners, literature, fashion, diet Social Crusades: Ladies’ Home Journal, 1887 –Advocated Pure Food & Drug Act of 1906 The Arts - Harper’s, Atlantic Monthly 1850s Political Commentary - Nation, 1865; New Republic, 1914; Crisis, 1910 Postal Act of 1879 –Cheaper mailing rate for magazines Bettman/Corbis Fashion in Godey’s Lady’s Book

Investigative Journalism Muckrakers –Term coined by Teddy Roosevelt who compared crusading reporters to the “Man with a Muckrake” in Pilgrim’s Progress Opposed relationship between big business and government Ida Tarbell and McClure’s –Targeted John D. Rockefeller and Standard Oil, 1904 Ida Tarbell Bettmann/Corbis

Magazine Audiences Two kinds of audience –Definable, targeted, loyal audience Harold Ross’ The New Yorker –commentary, fiction and humor for sophisticated, wealthy audience –Broad, general readership Henry Luce’s Time –News & Comment in 28 pages –“For people willing to spend a half hour to avoid being uninformed” Ebony and Jet, 1940s –3 million readers

Specialized Magazines Decline of general interest magazines People want specialized information Three Types –Consumer Publications –Trade, Technical and Professional Publications –Company Publications ©James Leynse/Corbis

Consumer Magazines Sold by subscription, at newsstands, at supermarkets, and at bookstores –Time, Glamour, Parenting and Maxim Make more money than other magazines Have the most readers Supported by –Sales –Advertising jmmelton/motleyimage

Trade, Technical and Professional Publications Professional associations –Ex. American Medical News Universities – Ex. Columbia Journalism Review Company Magazines –For employees, customers, stockholders –Ex. Chevron USA Odyssey –Usually don’t carry advertising

Magazine Categories Illustration 4.1

Working for Magazines Editorial –Produces the content of the magazine Circulation sales –Manages subscriptions Advertising sales –Sales of advertising space Manufacturing & distribution –Production and delivery of the magazine Administration –Hiring, paying bills, etc. Greg Paris/morguefile.com

Working for Magazines Ad rates depend on circulation Circulation –Measured by the Audit Bureau of Circulation (ABC) Staff Writers Freelancers –Paid per article published –Some specialize in a subject area –Often write for more than one publication at a time Magazine career link

Magazine Business Smaller social role Competition for specific audiences Largest magazine audience: Women –“Point-of-purchase” (Checkout) Segmented Audiences –Special interests –Regions, age groups, etc. Magazine Launches –1 in 3 survive 5 years –Limited pool of purchasers –Circulation down; Ad income up AP/Wide World Photo Johnson Publications

Top 10 U.S. Consumer Magazines Illustration 4.2

A Valuable Audience Average magazine reader –High school graduate –Married –Owns a home –Works full time Attractive audience for advertisers Pass along readership –People keep magazines an average of 17 weeks –Each magazine has an average of four readers –Better ad targeting

Ownership & Internet Industry sales –U.S. News for $100 million –Billboard for $40 million Refinement of audiences Internet Editions –Conferences with editors and newsmakers –Posting feedback on articles Internet Only Magazines –SalonSalon –SlateSlate Magazine Survival Salon.com/Slate.com

Magazines and the Web Illustration 4.3

Critical Discussion 1.Will the marriage of magazines and other media, such as mobile phones increase magazine sales? 2.Will online only magazines be as profitable as print magazines?