Chapter 5

Question 1

Andrew Bradford

Answer 1

published American magazine

Question 2

Benjamin Franklin published

Answer 2

general magazine

Question 3

Saturday Evening Post

Answer 3

General interest magazine

Question 4

muckracking

Answer 4

what the journalists first called themselves

Question 5

W. E. B. Du Buis

Answer 5

founded and edited The Crisis

Question 6

First magazine to be published on internet

Answer 6

Salon

Question 7

Three broad types of contemporary magazines

Answer 7

trade, profession, and business magazine, industrial, company, and sponsored magazines, and consumer magazines

Question 8

split runs

Answer 8

special versions of a given issue in which editorial content and ads vary according to a specific demographic or regional grouping

Question 9

circulation vs. controlled circulation

Answer 9

providing a magazine at no cost to readers who meet some specific set of advertiser- attractive criteria

Question 10

Audit Bureau of Circulations

Answer 10

helps with circulations

Question 11

brand magazine

Answer 11

consumer magazine, published by a certain company to promote their brand

Question 12

magalogue

Answer 12

designer catalog produced to look like a consumer magazine

Question 13

advertorials

Answer 13

ads that appear in magazines and take on the appearance of genuine editorial content

Question 14

ad-pull policy

Answer 14

advertisers can pull their ad is dissatisfied with content

Question 15

Cosmopolitan started what movement

Answer 15

Treason of the Senate

Question 16

complementary copy

Answer 16

content that reinforces the advertiser’s message