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Magazines: Evolution & Economics from Industrial Revolution to Digital Age, Papers of Mass Communication

An in-depth analysis of the history and economics of magazines, from their inception during the 19th century industrial revolution to the digital age. Topics covered include the impact of technology on magazine production, the rise and fall of various magazine formats, the role of muckrakers and photojournalism, and the competition between magazines, web, movies, radio, and tv for advertising revenue.

Typology: Papers

Pre 2010

Uploaded on 08/18/2009

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bg1
7/28/2009
1
Yes, I do
think there’s
such a thing
as trying too
Magazines & Photojournalism
as
trying
too
hard for the
youth
market.
Magazines in the 19th century
zIndustrial Revolution in Magazine Technology
steam-operated press
paper produced in rolls
improved plate making
f
z
A
n Era o
f
Democratic Reading
magazines available to the masses
helped transmit social heritage
Magazines in the 19th century
zEconomic Decline in the Mid-Century
1850 through the Civil War
cost of paper increased
cost of magazines rose
number of readers declined
Magazines in the 19th century
zEconomic Resurgence & Cultural Controversy
post Civil War
magazines becoming big business
national advertising
> patent medicine ads
Specialization in Publishing
women’s issues
lifestyle
religion and philosophy
hobbies
pf3
pf4
pf5
pf8

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Yes, I do think there’s such a thing as trying too

Magazines & Photojournalism

as trying too hard for the youth market.

Magazines in the 19th century

z Industrial Revolution in Magazine Technology

- steam-operated press - paper produced in rolls - improved plate making z An Era of Democratic Reading f - magazines available to the masses

  • helped transmit social heritage

Magazines in the 19th century

z Economic Decline in the Mid-Century

- 1850 through the Civil War - cost of paper increased - cost of magazines rose - number of readers declined

Magazines in the 19th century

z Economic Resurgence & Cultural Controversy

- post Civil War - magazines becoming big business - national advertising > patent medicine ads

Specialization in Publishing

- women’s issues - lifestyle - religion and philosophy - hobbies

Magazines in the late 19th century

z Mass Production & Assembly-line Magazines

- 4,400 magazine, 64 million readers by 1890 - technology lowered production costs - more products to advertisep - changing values in the rising middle class

Magazines in the late 19th century

z the most successful magazines appealed to a broad audience

Saturday Evening Post Scribner’sScribner s Ladies Home Journal Cosmopolitan

Magazines in the late 19th century

z Muckrakers

- investigative reporting - expose government corruption - horrible working conditions - public health and safety issues

Photojournalism

z Muckrakers

  • expose poverty, racism, child labor etc. in America

z improve technology led to more and better photos in magazinesin magazines

Speedgraphic

camera

4 inch by 5 inch negative high qualityhigh quality pictures

Maturation and Competition

z More media competition

  • competition for media consumers’ time
  • competition for advertisers’ dollars

    magazines vs. web vs. movies vs. radio vs. TV

Media Compete for Advertising

z advertising is most magazines’ largest source of revenue

  • TV could reach a larger audience a lesser cost
  • advertisers spent more money TV, less on magazines

Media Compete for Advertising

  • weekly high-quality, general-interest magazines began to fold Saturday Evening Post (1969) Look (1971) Life (1972)
  • specialized magazines continue to thrive

appeal to special interests or demographics

Today’s Market Structure

z consumer magazines

  • specialization is key to success z business magazines
  • industry oriented

top categories: computers, healthp g p ,

  • controlled circulation:

sent free to people in the industry

  • paid for by advertisers

Magazines on the Web Originally small magazines called Zines Some magazines “shovel” print copy to the web Use as a marketing tool for their print products Also complements the print product with the use of multimediamultimedia

Conde Nast Traveler

Magazines on the Web Magazines, called e-zines exist as stand alone titles only available online Slate http://slate.com

z Advertising

  • advertising tie-in

    stories about advertisers’ products - automobile, travel, fashion magazines

  • advertisers and editorial content

    try to control the content of the magazinest t t l th t t f th i

Publishing a Successful Magazine

The team:

  • publisher
  • editorial
  • advertising
  • design and productiond i d d ti
  • circulation

z Publisher is in charge of the magazine

  • oversees both advertising and editorial content
  • sets the magazine’s tone

z Editorial

  • assign and edit stories and photos
  • oversee production– oversee production z Advertising
  • maintain accounts
  • look for new advertisers

z Design and production

  • creates the “look” of the magazine
  • handle typesetting and printing z Circulation
  • distributes the magazine
  • solicits new subscribers

Trends and Innovations

z Demographics

  • population growth slowing
  • society more ethnically diverse
  • society aging z Economic and Social Changeg
  • addressing an aging population requires a specific content and advertising

Trends and Innovations

z Combined Technology Offers More Choices

  • Online services

    put table of contents and some articles on its Web site - lure new subscriberslure new subscribers > some magazines only available online - tie-in with AOL or MSN

Trends and Innovations

z Combined Technology Offers More Choices

  • CD-ROMs

    create a multimedia presentation - video, narration

Trends and Innovations

z International Markets

  • international market is growing
  • problems with international sales

    distribution costs are higher complaints of U.S. hegemony and cultural imperialism government interference

Trends and Innovations

z International Markets

  • international market is growing
  • problems with international sales

    distribution costs are higher complaints of U.S. hegemony and cultural

     imperialism 

    government interference