Magazines in the Age of Specialization

Chapter 4

“Cosmopolitan’s ability to reinvent itself repeatedly over the last 125 years testifies to the remarkable power of

magazines as a mass medium to both adapt to and shape American society

and culture.”

The Social and Cultural Role of Magazines

Provided venues to discuss social issues Public education Abolition Women’s suffrage The Civil War

More than 19,000 magazines published in U.S.

Reflect and create what’s going on in American life

Early History of Magazines

European origins Review, London, 1704

First political magazine Gentleman’s Magazine, London, 1731

First to use the term “magazine” Published reprints of articles from

newspapers, books, political pamphlets

Colonial Magazines Magazines developed slowly

Lack of widespread literacy Advanced printing technology Middle class

First magazines launched, 1741 American Magazine (Andrew Bradford)

General Magazine and Historical Chronicle

(Ben Franklin)

United States, 1800s

Specialized magazines Religious Literary periodicals Law and medical professions

General-interest magazines created The Saturday Evening Post (1821)

Women’s magazines appear Ladies’ Magazine (1828) Godey’s Lady’s Book

Magazines go national Changes in society aid magazine industry

Increases in literacy and public education Improvements in printing, postal technology Advent of illustrations in magazines

Magazines of note Graham’s Magazine (1840–58) Knickerbocker (1833–64) The Nation (1865–present) Youth’s Companion (1826–1929)

Modern American Magazines

Distribution costs fall Postal Act of 1879 lowered postage rates

By late 1800s, advertising soared Captured customers’ attention Built national marketplace

Magazine circulation flourished

Muckrakers

Teddy Roosevelt coins term in 1906 Early form of investigative reporting Leads to much-needed reforms:

Pure Food and Drug Act (1906) Meat Inspection Act (1906) Increased government oversight of business Progressive income tax Direct election of U.S. senators

General-Interest Magazines

Popular from 1920s to 1950s Investigative journalism and broad topics Photojournalism provides boost

A visual advantage over radio

Successful General-Interest Magazines

Saturday Evening Post First magazine to reach 2 million in circulation

Reader’s Digest Most popular magazine in the world during 1980s

Time Interpretive journalism using reporter-researcher

teams Circulation of 2.6 million in late 2000s

Life Oversized pictorial weekly Pass-along readership of more than 17 million

Decline of General-Interest Magazines

Advertising money shifts to TV Production costs increase Postal rates increase New types of magazines are born

TV Guide, 1953 Fills need for program listing

People, 1974 Capitalizes on celebrity craze of TV culture

Types of Magazines

Current trend toward highly specialized magazines Appeal to narrower audiences Guarantee advertisers can reach niche markets

Groups defined by: Profession, lifestyle, gender, age, ethnic group Hobbies and special interests

Examples of Categories Men and women

Playboy, Ladies’ Home Journal, Woman’s Day

Entertainment, leisure, sports Sports Illustrated, Rolling Stone, National

Geographic Age-specific

Highlights for Children, Ranger Rick, AARP The Magazine

Examples of Categories (cont.)

Elite The New Yorker

Minority Essence, The Advocate, Latina

Trade Organic Matters, Coach and Bus Week, Variety

Alternative In These Times, the Nation, the National Review

Supermarket Tabloids The National Enquirer, Globe, Star

Online Magazines

Internet allows magazines to extend or maintain reach when print becomes insufficient, too expensive. Popular Mechanics offers interactive tie-ins

online. Some print magazines become online-only. Conversely, some cable networks publish print

magazines to extend synergy. Some magazines are online-only from the start.

Webzines Salon, Slate

Economics: Money In

Advertisers Majority of consumer magazine revenue 50:50 ratio between ads and editorial content Strategies to retain advertisers (regional, split-run,

demographic editions) Newsstand and subscription sales

Renewals, evergreen subscriptions, controlled circulations

Economics: Money Out

Content development Editorial staff, freelancers

Production Machines, paper, layout and design

Sales and marketing Manage the income stream from ads

Distribution Subscriptions, postage

Chains dominate business

Allow more fundingCuts costs with central productionSome major examples:

Condé Nast Time Inc. Hearst Corporation Meredith Corporation Rodale Press

Magazines in a Democratic Society

Specialization means magazines no longer foster a national identity

Impact of dependence on advertising Some publications view readers as consumers first Controversial content often purged to satisfy advertisers,

corporations

Magazines still inspire and contribute to democratic debate More magazines available than TV channels Magazines can unite dispersed groups Magazines have less deadline pressure than TV,

newspapers