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Chapter 5
Magazines
Only those who risk going
too far can possibly know
how far they can really go.
T. S. Elliot
I. Introduction
A. Television Of Its Time
B. Timeline
C. Magazines' Challenges
I. A Short History Of Magazines
A. The Early Magazine Industry
B. The Mass Circulation Era
1. Literacy
2. Postal Act of 1879
3. Spread of the railroad
4. Reduction in cost
5. Industrialization
a. social change - muckraking
b. general interest magazines
C. The Era of Specialization
1. Television changes relationship
2. Audience changes
a. urbanized and industrialized
b. more leisure and more money
II. Magazines And Their Audiences
A. Who Are the Audiences?
B. Magazines' Relationships
1. How
2. Engagement
3. Affinity
III. Scope And Structure Of The
Magazine Industry
A. Trade Journals
B. Sponsored Magazines
C. Consumer Magazines -
Consumer Categories
IV. Magazine Advertising
A. Demographic Targets
B. Split Runs
1. Single-sponsor magazines
2. Accountability guarantees
C. Using Media to Make A Difference
D. Types of Circulation
1. Subscriptions
2. Controlled circulation
3. Custom publishing
E. Measuring Circulation
1. Alliance for Audited Media
2. Pass-along readership
3. Total audience
V. Trends And Convergence In
Magazine Publishing
A. Online Magazines
1. print vs. digital
2. exclusively digital
B. Smartphones, Tablets, and
e-Readers
1. Digital apps
2. QR codes, quick response codes
3. NFC (near-field communication)
chips
C. Custom Magazines
1. Brand magazine
2. Magalogue
D. Meeting Competition from
Cable Television
1. Internationalization
2. Technology
3. Subscriber lists
E. Sponsored Content
F. Advertorials
1. Ad protection
2. Complementary copy
3. Ad-pull policy
VI. Recognizing The Power Of
Graphics
A. Altering Images
B. Societal Impact
Learn to conquer your fear.
That’s the only out we have to
learn to master these days.
Friedrich Durrenmott,
playwright
Comm 1307.002 chapter 5 (magazines)

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Comm 1307.002 chapter 5 (magazines)

  • 2. Only those who risk going too far can possibly know how far they can really go. T. S. Elliot
  • 3. I. Introduction A. Television Of Its Time B. Timeline C. Magazines' Challenges
  • 4. I. A Short History Of Magazines A. The Early Magazine Industry B. The Mass Circulation Era 1. Literacy 2. Postal Act of 1879
  • 5. 3. Spread of the railroad 4. Reduction in cost 5. Industrialization a. social change - muckraking b. general interest magazines
  • 6. C. The Era of Specialization 1. Television changes relationship 2. Audience changes a. urbanized and industrialized b. more leisure and more money
  • 7. II. Magazines And Their Audiences A. Who Are the Audiences? B. Magazines' Relationships 1. How 2. Engagement 3. Affinity
  • 8. III. Scope And Structure Of The Magazine Industry A. Trade Journals B. Sponsored Magazines C. Consumer Magazines - Consumer Categories
  • 9. IV. Magazine Advertising A. Demographic Targets B. Split Runs 1. Single-sponsor magazines 2. Accountability guarantees C. Using Media to Make A Difference
  • 10. D. Types of Circulation 1. Subscriptions 2. Controlled circulation 3. Custom publishing
  • 11. E. Measuring Circulation 1. Alliance for Audited Media 2. Pass-along readership 3. Total audience
  • 12. V. Trends And Convergence In Magazine Publishing A. Online Magazines 1. print vs. digital 2. exclusively digital
  • 13. B. Smartphones, Tablets, and e-Readers 1. Digital apps 2. QR codes, quick response codes 3. NFC (near-field communication) chips
  • 14. C. Custom Magazines 1. Brand magazine 2. Magalogue
  • 15. D. Meeting Competition from Cable Television 1. Internationalization 2. Technology 3. Subscriber lists E. Sponsored Content
  • 16. F. Advertorials 1. Ad protection 2. Complementary copy 3. Ad-pull policy
  • 17. VI. Recognizing The Power Of Graphics A. Altering Images B. Societal Impact
  • 18.
  • 19. Learn to conquer your fear. That’s the only out we have to learn to master these days. Friedrich Durrenmott, playwright