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Baran: Magazines
| Question | Answer |
|---|---|
| When did magazines narrow their focus, and why? | Following WWII because of the TV and the social and culture changes that took place in America; narrowing focus provided industry with a growing number of readers and increased profits |
| What was the first magazine in the Colonies? | 1741, Andrew Bradford's American Magazine, or a Monthly View of the Political State of the British Colonies |
| What factors influenced the growth of magazines? | cheaper printing, growing literacy, the Postal Act of 1879, the spread of railroads, and industrialization which allowed leisure time |
| When did magazines become a national mass medium? and Why? | After the Civil War; crucial to expansion= women's magazines (b/c it drew in advertisers) |
| Postal Act of 1879 | permitted mailing magazines at cheap second-class postage rates |
| Muckraking | the action of searching out and publicizing scandalous information about famous people; was possible b/c of magazines large readership and financial health (EX: Cosmopolitan in 1906) |
| Were magazines truly America's first national mass medium? | Yes |
| How did WWII change magazines? | changed nature of American life; American's was more new, mobile, product-consuming, and was more in tune with the slick, hip world of narrower interest publications (like GQ and Self) |
| How did magazines begin the trend of specialization? | through audience fragmentation; first medium to do this |
| Engagement | personal experience, "when I pick up a magazine to read, I choose a certain magazine because it covers all the topics that interest me, so everything in that issue speaks to me-- including the ads" |
| Why do advertisers pick magazines? | because of the number of readers, demographic desirability, and readers engagement with and affinity for magazine advertising |
| Affinity | for magazine advertising is demonstrated by industry research that shows that 61% of all readers have a positive attitude toward magazine advertising; natural liking of something |
| Categories of contemporary magazines | 1) trade, professional, and business 2) industrial company and sponsored magazines 3) consumer magazines |
| Definition of Consumer Magazines | categorized in terms of their target audience (EX: Newsmagazines: Newsweek, Time, etc) |
| What magazine is the top mag. in circulation? | AARP: The Magazine |
| Spilt Runs | specialization trend; special versions of a given issue in which editorial content and ads vary according to some specific demographic or regional grouping |
| Single-Sponsor Magazines | having only one advertiser throughout and entire issue |
| Accountability Guarantees | promising that their readers will recall (to a certain extent) a certain ad |
| Circulation | the total number of issues sold; sales can be either subscription or single-copy; how magazines price advertising space in their pages |
| Controlled Circulation | providing a magazine at no cost to readers who met some specific set of advertiser-attractive criteria |
| What is the Audit Bureau of Circulations (ABC)? | provides reliable circulation figures, as well as important population and demographic information |
| Pass-along readership | neither subscription or single copies, but who borrow a magazine or read it at the doctors office of library |
| What does Readership.com do? | new measurement system, provides near real-time information on magazine distribution, readership, and engagement |
| What did both Slate and Salon want to do? | wanted to magazine journalism- a mix of breaking news, cultural criticism, and political and social commentary, and interviews- at internets speed with the Internets interactivity and instant feedback |
| Problems with online magazines | 1) rare that consumers will pay for online content 2) need to come up with material that is original 3) must compete with all other Web Sites |
| Brand Magazine | consumer magazine, complete with a variety of general interest articles and features, published by a retail or other business for readers having demographic characteristics similar to those of consumers with whom it typically does business |
| Custom Publishing | creation of magazines specifically designed for an individual company seeking to reach a very narrowly defined audience (ex: favored consumers, or likely buyers); every Fortune 500 company does this |
| Magalouge | a designer catalog produced to look like a consumer magazine |
| Advertorials | ads that appear in magazines and take on the appearance of genuine editorial content; |
| What is the goal of Advertorials? | to cloak advertisements with the respectability of editorial content |
| Complementary Copy | content that reinforces the advertisers message, or at least does not negate it; becomes a problem when it becomes a major influence in the publications editorial decision |
| Ad-Pull Policy | most troubling; the demand for an advanced review of a magazines content, with the threat of pulled advertising if dissatisfied with the content |
| What were magazines in England in the 18th century? | favored by British elite, made easy transition to Colonies |
| What medium changed magazines to being specialized? | TV |
| How do magazines meet further competition from cable TV? | through internationalization, technology-driven improvements, and the sale of subscribers lists and their own direct marketing efforts |
Created by:
eroberts093