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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 ,
sent free to people in the industry
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
