Lecture dynamics of mass communication (9th edition) chapter 5 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Magazines McGraw­Hill Magazine History Magazines in the Digital Age Defining Features of Magazines Organization of the Magazine Industry Magazine Ownership Producing the Magazine Economics Feedback The Magazine Industry â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Magazine History ã Colonial Period – Meaning of magazine • A storehouse of varied literary materials • One volume • Sources: books, pamphlets, newspapers – Bradford’s American Magazine – Franklin’s General Magazine – Thomas Paine edits Pennsylvania Magazine – Designed for the intellectual elite McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Magazine History • The Penny Press Era (1820s–1860s) – Magazines begin appealing to mass audiences – Saturday Evening Post – Godey’s Lady’s Book (1830) • Women’s rights and recognition of female  writers – Harper’s Weekly (1857) • Brady’s Civil War photographs • Thomas Nast’s political cartoons of William  Tweed McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Magazine History • The Magazine Boom (1860s – 1900s)  – 700% increase in magazines (260  1800) – Available venture capital Betterprintingtechniques ThePostalActof1879 Lowermagazineprices McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Magazine History ã Muckraking – McClure’s exposé of Standard Oil Company – Cosmopolitan: “The Treason of the Senate”  (1906) • Between World Wars I and II  – Three distinct types evolved • Digest Readers Digest (1922) • News weekly Time (1923) • Pictorial  Life (1936)& Look (1937) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Magazine History • The Post WW II Period  – Specialization paramount • Field and Stream Sports Illustrated – Liberalized attitudes towards sex • Playboy (1953) – Rebirth of interest in urban culture • New York – Expansion of black magazines • Jet Essence McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Magazine History • Contemporary Magazines – – – – – – Industry continues to struggle Slight recovery in 2004; YM and Lifetime folded  Retailers more selective Encroachment of cable TV and Internet Low­priced magazines introduced Currenttrend:findahottopicandlaunch McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Magazines in the Digital Age ã Magazinesstilllearninghowtobestusethe Internet – Publishers re­examining online publication  strategy – Time and AOL offer free online access only to  subscribers  – May begin charging for content now provided for  free  – Generate revenue through banner ads – Fees charged for special, online editions McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Defining Features of Magazines • Attract specialized audiences • In tune with and influence trends – Social – Demographic  Economic Cultural   • Packaging and format – Convenient Portable – High­quality print Outstanding  graphics McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Organization of the Magazine Industry A magazine is a “periodical publication,  usually with a paper cover, containing  miscellaneous articles and often with  illustrationsorphotographs. McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Organization of the Magazine Industry ã 17,000magazinespublishedintheU.S TV Guide Bird Watcher’s Digest • Two organizational schemes – By content category – By function category • Barrell’s Media Directory McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Organization of the Magazine Industry ã ContentCategories General consumer magazines   (Time) – Trade publications   (Oil and Gas Journal) – Custom magazines   (Sony Style) – Literary reviews and academic journals (The Journal of Japanese Botany) – Newsletters   (Aerospace Daily) Publicrelationsmagazines(Target) McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Organization of the Magazine Industry ã  Function Categories  – – – – Production   (2­3000 publishers) Distribution Circulation  =  subscription  +  single­copy sales Paid circulation  Controlled circulation • Readers pay Readers do not pay • Advertisers pay Advertisers pay • Lower postal rates Higher postal rates – Retail   (140,000 in USA) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Magazine Ownership Table 5-2 Top Consumer Magazine Companies McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Producing the Magazine ã DepartmentsandStaff Publisher is CEO – Circulation – keep and recruit readers – Advertising and Sales – sell magazine space – Production – print and bind the magazine – Editorial – determine content and format McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Producing the Magazine • Publishing Cycle  – – – – – – – – – McGraw­Hill Preliminary planning and generating ideas Develop subjects for articles Decisions: article length, photos, artwork Assign articles to writers Put together a dummy  Draw up schedules; set copy deadline Edit, check, verify all copy Typesetter sets copy Send to the press or Website © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics Revenue for Top 300 Magazines in 2003 (Total = $32 billion) 20% 10% Subscriptions Newstand Advertising 70% McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Economics Table 5-3 Breakdown of a Magazines Dollar McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Feedback ã AuditBureauofCirculationưconsumerpress Average paid circulation – Rate base (minimum guaranteed circulation) – Number of visits to web site • Business Publication Audit ­ business press • Mediamark Research, Inc – Detailedreports Totalaudienceprimaryandpassưalong McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Feedback ã TypicalAdultMagazineReaders 85%readatleastonemagazineamonth – Many browse through ten magazines a  month  – Spend about 25 minutes daily reading  magazines  – More affluent and educated – Likely to be part of religious, scientific, or  professionalorganizations McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Magazine Industry ã EntryLevel Editorial • Editorial assistant • Reader Researcher – Circulation • Subscription­fulfillment • Managerialassistant Salesperson Advertising ã Assistanttocopywriter ã Assistanttosalespromotionalmanager McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Magazine Industry • Upward Mobility – Editorial Editorial assistant     Assistant editor   Associate editor   Managing editor / Editor­in­chief – Circulation Entry   Subscription director or Single­copy sales manager   Circulation director   Associate Publisher or Publisher McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Magazine Industry • Upward Mobility – Advertising Assistant   Copywriter or Sales promotional manager   Advertising director   Publisher Assistant  Sales staff   Advertising director   Publisher McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved  ... Managing editor / Editor­in­chief – Circulation Entry   SubscriptiondirectororSingleưcopysalesmanager Circulationdirector AssociatePublisherorPublisher McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The... Publishers re­examining online publication  strategy – Time and AOL offer free online access only to  subscribers  – May begin charging for content now provided for  free  – Generate revenue through banner ads – Fees charged for special, online editions... Industry ã UpwardMobility – Advertising Assistant   Copywriter or Sales promotional manager   Advertising director   Publisher Assistant  Sales staff   Advertising director   Publisher McGraw­Hill