Chap 4

Question 1

Colonial mag. compete w/ newspapers

Answer 1

• in 1741 magazines entered the American Media marketplace
• no advertising, so they were expensive
• while newspapers covered daily crises, magazines focused on cultural, political, & social ideas

Question 2

Race to be first

Answer 2

• American magazine (Andrew Bradford)
• General Magazine (Ben Franklin)
• raced to release 1st mag
• Bradford beat Ben by 6 days

Question 3

Dissemination begins in 4 categories

Answer 3

Women’s issues
Social Crusades
Political Commentary
Fostering the Arts

Question 4

Women’s Issues

Answer 4

-Gode’s Lady Book (1830) included advice on morals, manners, literature, fashion, and diet

Question 5

Social Crusades

Answer 5

-The Ladies Home Journal is credited w/ leading a crusade against dangerous meds. that led to the Pure Food & Drug Act of 1906

Question 6

Political Commentary

Answer 6

-provided a forum for public argument by scholars & critical observers (ex; The Nation, New Republic, The Crisis)

Question 7

Fostering the Arts

Answer 7

-In mid 1800’s American mag began to seek a literary audience by promoting writers (ex; Harper’s & The Atlantic)

Question 8

Postage Act of 1879

Answer 8

• until 1879 Newspaper could be mailed for free, but mag publishers had to pay
• the act gave mag 2nd class mailing @ a discount
• quick reasonably priced distribution
• Led way for rapid growth of titles published 1900

Question 9

Investigative Journalism

Answer 9

• Muckrakers; investigative mag journalist who targeted abuses by govt and big businesses
• McClure’s mag (1893) by Samuel S. McClure
• To reach a large readership McClure priced his new monthly at 15 cents an issue whole most others were 25 or 35

Question 10

Peak; Mag Succeed in 2 Ways

Answer 10

Definable, targeted, loyal aud

Broad General Leadership

Question 11

Definable, targeted, loyal aud

Answer 11

• Ex; New Yorker

- Commentary, fiction, and humor for the wealthy aud

Question 12

Broad General Leadership

Answer 12

• Ex; Times

- News and commentary that covered the weeks events in 28 pages minus 6 pages of ads

Question 13

TV causes decline & adaptation

Answer 13

• in 50’s TV begins to offer Americans the same type of general interest that mag provided
• more specified titles began publishing
• Segmented markets mean less readers but those readers are more loyal and willing to pay more for certain types of content
• circulation may be down but ad revenue is up
• mag can track by zip code where they’re shipped to

Question 14

Specialization leads to relevance

Answer 14

• mag more than any other medium have reflected the surrounding culture & characteristics of society
• as readers needs & lifestyles change so do mag
• mag must give their readers info they can’t find elsewhere
• current trend is toward specialty + internet mags

Question 15

Today’s Mag

Answer 15

• consumer
• Trade , technical, prof
• Company

Question 16

Consumer Mag

Answer 16

-most mag sold by subscription or at newsstands, supermarkets, bookstores (People, Men’s Health, Cosmo)

Question 17

Trade, technical, prof

Answer 17

-mag dedicated to a particular business or profession ( Vet Practice Management or Columbia Journalism Review)

Question 18

Company mag

Answer 18

• mag produced by businesses for their employees, customers, or stockholders (ex; Chevron USA Odyssey)

Question 19

Readership in today’s crowded market

Answer 19

• women continue to be the most lucrative audience for print mag
• men read more online
• singular editions make a comeback
• point of purchase

Question 20

Point of Purchase

Answer 20

-mag that consumers buy directly and not by subscription. They are sold mainly at checkout stands in supermarkets

Question 21

Avg Mag reader

Answer 21

• at least high school diploma
• married
• owns a home
• full time job

Question 22

pass along readership

Answer 22

• people keep man an average of 17 weeks
• each mag had an avg of 4 readers
• better ad targeting (geography, income, interest, zip code)

Question 23

Digital Editions

Answer 23

• offers publishers a way to expand readership & give advertisers access to online aud
• business week (1994) began offering its mag online; including a feature that gives readers access to internet conferences w/ editors, news makers, and forums where readers can post messages related to articles
• today we have several online only mag (Slate, salon.com)
• digital readers are younger (18-44)
• better educated (44% are college grads)

Question 24

Demographics and psychographics

Answer 24

• demographics; the avg or typical characteristics of people who buy a product or services
• psychographics; includes info on people lifestyles & behaviors (fav vacay spot, interests/hobbies, values, behavior, opinions, attitudes

Question 25

Audit Bureau of Circulation

Answer 25

• ABC
• determines and verifies circulation numbers for publishers & advertisers
• the higher the readership and more targeted the more a mag can charge for ads