Magazines MPC


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Magazines MPC

  1. 1. Magazines <br />Chapter 5<br />
  2. 2. Post-Apocalyptic <br />Are we entering a “post-apocalyptic media world… in which Canadian trees are left standing and broadcast towers aren’t?” - Bob Garfield Advertising Age (2007)<br />Living trees mean dead magazines. <br />Data is still mixed on the success of Web-only magazines<br />Slate<br />Salon<br />Considered the first and the best (both of them)<br />
  3. 3. Salon & Slate<br /><ul><li> Revenue from Internet advertising surpassed magazines for the first time in 2006.
  4. 4. SO? Will the tactile quality/experience of the magazine be enough to keep it alive? </li></li></ul><li>A Short History<br />Favorite medium of the British elite by mid-1700’s<br />American colonialists hoped to duplicate the success<br />Lack of organized postal system at that time made distribution difficult. <br />Between 1741 and 1794 – 45 new magazines appeared (no more than three were published at the same time. <br />Even after the Revolutionary War, U.S. magazines remained clones of the British publications. <br />
  5. 5. Early in the Industry<br />The Saturday Evening Post<br />Printed for 148 years, launched in 1821. <br />
  6. 6. Early in the Industry <br />Specialized, niche writing<br />Success also fueled by the spread of social movements like abolitionism and labor reform. <br />Provided compelling content and a boom period began in magazine publishing. <br />1825 – 100 magazines and just 25 years later, in 1850 there were 600. <br />Began to look less like British copycats and more like a unique product. <br />
  7. 7. Advertising and Circulation <br />Post-Civil War era saw popular magazines begin to prosper. <br />By 1885 there were 3,300 magazines<br />
  8. 8. Women and Magazines<br />Crucial to the expansion were women’s magazines<br />Suffrage was the social movement that occupied magazine pages<br />Content also contained a lot of “how to” for homemakers<br />Advertisers were eager to appear in new women’s magazines “hawking their wares” <br />Ladies Home Journal and Good Housekeeping<br />
  9. 9. Why such phenomenal growth?<br />Five main reasons<br />Widespread literacy<br />Postal Act of 1879 (cheap second-class postage) boosted circulation<br />Spread of the railroad (carried people and publications West)<br />Cost reduction (circulation wars caused prices to drop/more advertising on pages)<br />Industrialization (less time working because of machines = more leisure time and more personal income)<br />
  10. 10. Magazines <br />Truly America’s first national mass medium<br />Force in social change<br />Muckrackers used the page space to work for change, like Robin Hood they worked to agitate the powerful with money and help the poor.<br />Magazines helped unify the nation. <br />Mass market<br />Mass circulation<br />Affordable and national <br />
  11. 11. Magazines, continued<br />Dominant advertising medium at this time<br />Primary source for nationally distributed news<br />Preeminent provider of visual or photo journalism<br />By 1945 – 32 million families subscribed to one or more magazines.<br />Dubbed “the television of their time” and were eventually knocked out of the number one spot after World War II by the widespread acceptance of television.<br />
  12. 12. Magazines vs. TV <br />Television was timely – Magazines were weekly.<br />TV was a novelty to early adopters<br />Magazines worked to capture their fragmented audience by specializing<br />Noted as the “harbingers of change” – they worked to capture a fragmented audience in the 50s like media of today is working to capture a newly fragmented audience<br />
  13. 13. Advertising <br />More people have a positive view of magazine advertising<br />It is unobtrusive and does not interfere with the reader’s enjoyment of the magazine<br />Advertorials<br />Number one item advertised in magazines: Drugs and remedies<br />
  14. 14. Advertorial<br />
  15. 15. Types of Magazines<br />Trade/professional and business magazines (American Medical News, Progressive Farmer)<br />Consumer magazines (New Yorker, Road & Track, Entertaiment Weekly)<br />Public Relations magazines (Colors)<br />
  16. 16. Media Literacy & Magazines<br />The infamous OJ Simpson cover image in Time (1994) where OJ’s facial tones were altered. <br />