Magazines in the Age of Specialization Chapter 8 Magazines in the Age of Specialization

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The Story of Cosmopolitan The story of how a ’60s babe named Helen Gurley Brown (you’ve probably heard of her) transformed an antiquated general-interest mag called Cosmopolitan into the must-read for young, sexy single chicks is pretty damn amazing.

Magazines in Colonial America American colonies, early 1700s—no middle class, no widespread literacy Early magazines documented early American life. Concerns over taxation, state vs. federal power, etc. Ben Franklin in Philadelphia General Magazine Ruthlessly suppressed competition Used privileged position as postmaster By 1776 about 100 magazines in colonies

National, Women’s, and Illustrated Magazines Increases in literacy and public education, combined with better printing and postal technology, created a bigger magazine market. The Nation (1865–present): pioneered the national political magazine format Women’s magazines on the rise Godey’s Lady Book (1830–1898) Helped to educate lower- and middle-class women denied higher education

The Development of Modern American Magazines Postal Act of 1879 lowered postage rates, increased magazine circulation. By late 1800s, advertising revenues soared. Captured customers’ attention and built national marketplace Magazine circulation flourished. Ladies’ Home Journal 1903—first magazine to reach a circulation of one million

Social Reform and the Muckrakers Teddy Roosevelt coins term in 1906. Early form of investigative reporting Journalists sought out magazines where they could write in depth about broader issues. Famous American muckrakers: Ida Tarbell, “The History of the Standard Oil Company” (oil monopoly) Lincoln Steffens, “Shame of the Cities” (urban problems) Upton Sinclair, The Jungle (meatpacking industry)

The Rise of General-Interest Magazines Popular after WWI from 1920s to 1950s Combined investigative journalism with broad national topics Rise of photojournalism plays a prominent role in general-interest magazines. Gave magazines a visual advantage over radio

The Rise of General-Interest Magazines (cont.) Saturday Evening Post 300+ cover illustrations by Norman Rockwell Reader’s Digest Applicability, lasting interest, constructiveness Time Interpretive journalism using reporter search teams Life Oversized pictorial weekly Pass-along readership of more than 17 million

(Ranked by Paid U.S. Circulation and Single-Copy Sales, Table 8.1 The Top 10 Magazines (Ranked by Paid U.S. Circulation and Single-Copy Sales, 1972 vs. 2010)

The Fall of General-Interest Magazines Nation fascinated with TV TV Guide is born. Postal rates dramatically rise in early 1970s. Life, Look, and Saturday Evening Post all fold by 1972. Notable exception to decline of mass market magazines: People, 1974 First successful magazine of its kind in decades Some charge that People is too specialized to be mass market with its focus on celebrities, music, and pop culture.

Convergence: Magazines Confront the Digital Age Magazine companion Web sites ideal for increasing reach of consumer magazines Feature original content such as blogs, videos, social networks, other interactive components Webzines made the Internet a legitimate site for culture, politics, current events.

The Domination of Specialization Magazines grouped by two important characteristics Advertiser type Consumer Business or trade Farm Noncommercial category Includes everything from activist newsletters to scholarly journals Ad-free magazines like Ms., Cook’s Illustrated also included

The Domination of Specialization (cont.) Magazines also broken down by target audience Men and women Leisure, sports, and music Age-group specific Elite magazines aimed at cultural minorities Minorities

Magazine Departments and Duties Editorial Content, writing quality, publication focus, and mission Production Machines and paper Layout and design Advertising and sales Manage the income stream from ads Circulation and distribution Either “paid” or “controlled”

Magazine Departments and Duties (cont.) Desktop Publishing operates without distinct departments To attract advertisers, magazines offer: Regional Editions Split-Run Editions Demographic Editions

Top Magazine Companies by Total Circulation, 2010 Figure 8.1 Top Magazine Companies by Total Circulation, 2010

What Time Warner Owns Books/Magazines • DC Entertainment – DC Comics – Mad magazine • Time Inc. – Coastal Living – Cooking Light – Entertainment Weekly – Essence – Fortune – Golf – Health – InStyle – Money – People/People en Español – People StyleWatch – Real Simple – Southern Living – Sports Illustrated – This Old House – Time • IPC Media (60+ U.K. magazines) ▪ Grupo Editorial Expansión Television/Cable • HBO – HBO – Cinemax • Turner Broadcasting System – Cartoon Network – CNN – HLN – TBS – TCM – TNT – truTV • Warner Bros. Television Group – The CW Network – Telepictures Productions – Warner Bros. Television – Warner Bros. Animation – Warner Home Video Movies • New Line Cinema • Warner Bros. Pictures • Warner Bros. Theatre Ventures Internet • 10best.com • CNN.com/CNNMoney.com • FanNation.com • Life.com (with Getty Images) • myrecipes.com • PeoplePets.com ▪ MyHomeIdeas.com ▪ LIFE.com

Major Magazine Chains Rodale Meredith Corporation Hearst Time, Inc. Largest magazine chain in U.S. Advance Publications Owns Condé Nast, which controls magazines like Vanity Fair, GQ, Vogue Rodale Meredith Corporation Specializes in women’s, home-related magazines Hearst Hachette Filipacchi

Alternative Voices Many alternative magazines define themselves through politics. Struggle to serve small but loyal contingent of readers “Zines” are self-published magazines Some alternative magazines have achieved mainstream success. Early 1980s—William F. Buckley’s National Review had circulation of more than 100,000.

Magazines in a Democratic Society Magazines provide essential information about our society and unite groups of people. But magazines are growing increasingly dependent on advertising—readers are just viewers and purchasers of material goods. How can magazines straddle the need to be both commercially and culturally viable?