The Media of Mass Communication 20/04/2017 The Media of Mass Communication Chapter 4 Print Media: Magazines

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Influence of Magazines 20/04/2017 Influence of Magazines Massive Magazine Audience In 2010 there were 2300 magazines published in Canada Compared to only 660 in 1960 Annual advertising revenue is close to $2B per year Protecting Canadian Magazines Canadian stories told by Canadians in our own voice The government helps companies to be innovative

Magazine Publishing 1965 Canadian magazine legislation: 20/04/2017 Magazine Publishing 1965 Canadian magazine legislation: prohibiting split-run magazines e.g. TIME Canada magazine ownership must be > 75% Canadian max 20% of a magazine could come from a periodical produced outside Canada in 1993 Sports Illustrated set up a plant in Canada to print digitally imported split-run issues to prevent this from continuing, 80% excise tax applied to foreign publications in 1999, Bill C-55 reduced ownership requirement to 51%; allowed for split-run magazines; deregulated Canadian magazine industry produced = printed, edited or published

“It’s not the same if it’s not Canadian” 20/04/2017

Magazines as Media Innovators 20/04/2017 Magazines as Media Innovators Long-Form Journalism Magazines cover the news in more depth Investigative Journalism Lengthy investigations of corruption and abuse Personality Profiles Often consider people and events from all angles Photojournalism Superior printing technology allows for photo reproductions that is not possible in newspapers

News Magazines Founded in 1905 Maclean’s is Canada’s leader 20/04/2017 News Magazines Founded in 1905 Maclean’s is Canada’s leader THIS magazine TIME Canada The Economist (UK) Toronto Life Canadian Dimension

20/04/2017 Women’s magazines A US magazine started in 1828 and focused only on women’s issues such as concern for home, family and high-quality living There are many Canadian women’s magazines, including Shameless, Flare, Canadian Living, etc. We also receive other women’s magazines in Canada, such as Cosmo, Elle, Ms. Can you think of other women’s magazines?

Men’s magazines Beginning in 1933 with Esquire 20/04/2017 Men’s magazines Beginning in 1933 with Esquire Today men’s magazines relate to fashion, literary content, fix-it tips, outdoor life, and sex Can you name other male-oriented magazines? Sports Illustrated, GQ, etc.

Non-Newsrack Magazines 20/04/2017 Non-Newsrack Magazines Sponsor Magazines Examples include National Geographic which focuses on promoting the society and membership Trade Journals Each profession has a magazine that emphasizes what is new and important in that industry Includes newsletters, which sometimes have no ads and are therefore more expensive

Magazines as Niche Media 20/04/2017 Magazines as Niche Media Mass-Audience Magazines Magazines provide advertisers with a visual portrayal to their target markets, something radio could not do The emerging popularity of television eroded this competitive advantage Demassification To compete with television magazines deliver a very specific audience to advertisers However, more limited scope can lead to more limited content

New Competition Demassified Alternatives 20/04/2017 New Competition Demassified Alternatives Satellite and digital cable television has seen an explosion of viewer choice with 500+ channels Increasingly specialized channels allow viewers to watch news, sports, hobbies, etc. nonstop 24/7 New devices including laptop computers, iPods, Androids, iPads, tablets, e-readers, etc. allow users to access content on the go Digital Delivery and Advertisers New measures such as RUM allow advertisers to better evaluate the impact of new delivery mediums

Questions for Critical Thinking 20/04/2017 Questions for Critical Thinking How have magazines been innovators in print media news delivery? Why are magazines now demassified? Is this a positive or negative direction for Print media, do you think?

Magazine workshop Get into groups 20/04/2017 Magazine workshop Get into groups Cut up your magazines and make collages of the news coverage, using images and text

20/04/2017 Present your collages What does this collage tell us about who we are as a society? Who is represented? Who is not represented? What is in the frame? What is left out of the frame—which stories are not being told?

Who has power in our society? 20/04/2017 Who has power in our society? Based on your collages, who has power in our society? How is this power constructed/consolidated by the media? How is it (or might it be) challenged?

20/04/2017 Next week Chapter 9: The Internet