2. Magazine history Began in 1700s in Great Britain 1741 Philadelphia Andrew Bradford Ben Franklin Magazine Type Magazines were expensive Distribution difficult Not very successful 1741-1749 Magazines Early Magazine Industry Fueled spread of magazines
3. Magazine History cont... Spread of social movements Abolitionist and labor reform First U.S. Magazines Content focused on political movements Also aimed at poetry, social commentary and essays
4. Mass Circulation Era Post-Civil War Factors that fueled Magazine expansion Postal Act of 1879 Women’s Suffrage Spread of Railroads Magazine cost reduction Growing number of Advertisers Industrialization
5. Mass Circulation cont… Muckrakers Writers who believed in agitating for change Influential in law passage Pure Food and Drug Act Hepburn Railroad Bill Federal Reserve Bill Clayton Anti-trust Act Child labor laws Senator electoral process Jack London Upton Sinclair Lincoln Steffens Ida Tarbell
6. Mass Circulation Demise Loss of advertisement to TV Narrower interest Sold to specific audiences
7. Magazine types and Categories Three types Trade, professional and business Industrial, company and sponsored Consumer magazines Categories Business and money Money Celebrity and entertainment People Ethnic Ebony, Latina Fashion Elle General interests Reader’s Digest Sports Sports Illustrated
8. Magazine Advertising Why advertisers favor specialization? Why are engagement and affinity important to advertisers? Two forms of custom publishing Challenging specialized advertising mediums
9. Advertorials Ads that appear in magazines and take on appearance of genuine editorial content Function is generate buzz and traffic while controlling the message and measuring results
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11. Some critics see the wall between advertising demands and editorial judgmentcompanies asking to be parts of stories or using particular vehicle brands for photos – pushing their products and brands into stories creates a bias.
12. Webzines Limiting factors of online only magazines Web users are rarely willing to pay for purely online magazines because of free access to sites. Online magazines must generate original content Must compete with all other websites online.
What magazines were and are now:One national mass medium, TV of their timeToday are specialized and speak to defined group of readers1700s Great Britain – favored by British Elite1741 Philadelphia first place in America to produceAndrew Bradford – American magazineBen Franklin – General Magazine and Historical Chronicle magazines based on political state of British Colonies Farmer’s AlmanacMagazines were expensive, catered to small number of literate colonists distribution difficult not successful, very few publishedMagazines clone of British MagazinesEarly Industry1821 Saturday Evening Post1850 Harper’s and Atlantic MonthlyFueled the spread of magazinesCheaper printing and growing literacy
Why do advertisers favor specialization in magazines?Specialization succeeds because it reaches specific readership demographicsWhat are engagement and affinity? Why are they important to advertisers?Affinity and engagement are necessary to advertisers because they create a natural like for or attraction of an idea or thing. Affinity and engagement is a personal experience.What are two forms of custom publishing?Two forms of custom publishing are: hotel and airline magazines. Which two media currently challenge the preeminence of magazines as a specialized advertising medium? Why?Ms. and Consumer Reports are two magazines that use specialized advertising mediums because they do not want to give their readers an idea that counters their mission. Ms., for example, avoids beauty ads because it may give the impression that strong, powerful women must be beautiful. As for Consumer Reports, it uses specialized advertising that doesn’t create a biased to products. What is an advertorial? What is its function?Advertorials are ads that appear in magazines and take on the appearance of genuine editorial content. Its function is to generate buzz and traffic while controlling the message and measuring results. What is complementary copy? Why does it trouble critics?Complementary copy is content that reinforces the advertiser’s message, or at least, does not negate it. Some critics see the wall between advertising demands and editorial judgement, like companies asking to be parts of stories or using particular vehicle brands for photos – pushing their products and brands into stories creates a bias.7. What factors limit the success and profitability of online magazines?Web users are rarely willing to pay for purely online magazines because of free access to sites.Online magazines must generate original contentMust compete with all other websites online.
Muckraking – form of crusading journalism that primarily used magazines to agitate for changeSplit runs – special versions of a given issue of a magazine in which editorial content and ads vary according to some specific demographicCirculation – the number of issues of a magazine or newspaper that are soldControlled Circulation – a magazine provided at no cost to readers who meet some specific set of advertiser-attractive criteriaCustom Publishing – publications specifically designed for an individual company seeking to reach a narrowly defined audience, hotelsWebzines – online magazinesBrand Magazines – a consumer magazine published by a retail business for readers having demographic characteristics similar to those consumers with whom it typically does businessMagalogue – a designer catalogue produced to look like a consumer magazineAdvertorials Complementary Copy – newspaper and magazine content that reinforces advertiser’s message, or at least does not negate itAd-pull Policy – demand by an advertiser for an advance review of a magazine’s content, with the threat of pulled advertising if dissatisfied with that content
