Straubhaar10e PPT Ch05

CHAPTER 5
MAGAZINES
© 2018 CENGAGE. MAY NOT BE SCANNED,

COPIED OR DUPLICATED, OR POSTED TO A
PUBLICLY ACCESSIBLE WEBSITE, IN WHOLE
OR IN PART.
LEARNING OBJECTIVES
 Give at least one example of the impact of
muckraking on political or social reform.
 Compare the different economic strategies
used in the magazine publishing industry
to target a mass or segmented audience.
 Discuss how technology has changed the
magazine business.

OR IN PART.
LEARNING OBJECTIVES (CONT’D)
 Define the measurements of audience,
circulation number, and pass-along rate.
 Understand intellectual property and
copyright issues.

OR IN PART.
EARLY MAGAZINES
 Great Britain: Gentleman’s Magazine
(1731)
 First American magazines: American
Magazine, General Magazine and
Historical Chronicle (1741)
 Miscellanies

OR IN PART.
FIRST AMERICAN PRINT MEDIA
(SLIDE 1 OF 4)
 Copyright Act of 1790

 Gave authors, publishers exclusive rights
 Royalties paid to reproduce work
 Magazines limited to better-educated,
wealthy elite, and a small, growing
middle-class

OR IN PART.
(SLIDE 2 OF 4)
 Publishers took up political causes:

“Federalist Papers”
 Port Folio – Federalist Party
 First magazine with substantial national
circulation

OR IN PART.
(SLIDE 3 OF 4)
 Literary miscellanies: Saturday Evening

Post (early 1800s)
 Introduced American writers
 Illustrated weeklies: Harper’s Weekly
introduced Civil War drawings

OR IN PART.
(SLIDE 4 OF 4)
 America reads
 Improved conditions for magazines
 Improved U.S. postal system
 Improved methods of transportation
 More people appreciated literature as an
important form of knowledge, entertainment

OR IN PART.
MUCKRAKING
 Investigative reporting
 Reformers pushed for justice
 McClure’s, editor Ida Tarbell and Standard Oil
 Upton Sinclair’s The Jungle
 Muckraking led to legislation
 Pure Food and Drug Act
 Mann Act
 Meat Inspection Act

OR IN PART.
MODERN MUCKRAKING
 Less politics, more sex
 Targets corruption, abuse of power
 The Nation
 Mother Jones
 Web magazines
 Blogs

OR IN PART.
MODERN MAGAZINES (SLIDE 1 OF 2)
 After 1920s, magazines competed with
radio and film
 Some magazines tried mass appeal;
others targeted narrow, loyal audiences
 Advertising shifted to television, though
many magazines thrived

OR IN PART.
MODERN MAGAZINES (SLIDE 2 OF 2)
 Proliferation of specialized magazines
 1950: 250 magazines
 Today, there are more than 20,700
magazines
 Desktop publishing & Web lowered
barriers to entry

OR IN PART.
TECHNOLOGY TRENDS
 After Gutenberg
 Rotary press (1846)
 Photoengraving (1861)
 Offset printing (post-WWII)
 Computer to plate (1970s)
 Desktop publishing (1990s)
 Bar-code/“QR” scanners (2000s)

OR IN PART.
DIGITAL PUBLISHING
 Migration of magazines to the Web
 Increased popularity of magazines for e-
readers, tablets, smartphones
 Electronic cash registers, bar codes
transformed industry

OR IN PART.
INDUSTRY: GOING GLOBAL
 Magazines target readers
 Audience = circulation X readers per copy
 Most revenue (60 percent) is from
advertising
 Other revenue:
 Subscriptions (30 percent)
 Single-copy sales (10 percent)

OR IN PART.
MAGAZINE INDUSTRY
 New magazines must appeal to new
market segment
 Many new magazines acquired by
conglomerates
 Time Warner owns 19 magazines (13
percent of company revenue)

OR IN PART.
CIRCULATION AND ADVERTISING
(SLIDE 1 OF 2)
 Consumer magazines
 Subscriptions = 90 percent of circulation
 Single-copy sales = more revenue per copy
 Trade magazines
 Highly-targeted audience
 Often subscription only

OR IN PART.
CIRCULATION AND ADVERTISING
(SLIDE 2 OF 2)
 Some magazines struggling

 Circulation has dropped
 Free information online
 2007 recession
 So has advertising
 Magazines, newspapers, TV, radio, online
media

OR IN PART.
DISTRIBUTION AND MARKETING
 Influence of magazine wholesalers,
distributors
 Places magazine in store, in particular
location on newsstand
 Exception: Wal-Mart bypasses distributors

OR IN PART.
GENERAL AND SPECIAL INTEREST
 Magazines for every taste
 Consumer magazines
 Segmented media
 Elite audiences
 Business audiences

OR IN PART.
CHANGING ROLE OF MAGAZINES
 Competition with expanding media
options
 Must accommodate audiences and times
 Competition with blogs (People vs. TMZ)
 Interactive apps

OR IN PART.

Straubhaar10e PPT Ch05

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Straubhaar10e PPT Ch05

Uploaded by

Copyright:

Available Formats

CHAPTER 5

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Copyright Act of 1790

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Publishers took up political causes:

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Literary miscellanies: Saturday Evening

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

 Some magazines struggling

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

© 2018 CENGAGE. MAY NOT BE SCANNED,

You might also like