1. Chapter 9 Magazines in the Age of Specialization

2. 17th-18th century magazines zIn Europe, magazines served as channels for political commentary and persuasion yDefoe’s Review (1704-1713, London) yTatler, Spectator, Gentleman’s Magazine zIn Colonial America, magazines yImitated English models yRepublished articles from other sources yIncurred high mailing and publication costs yOften included poems and political essays yAssumed small audience of literate men

3. 19th century: beginnings of specialized magazines zreligious periodicals boasted large readerships zliterary magazines published famous writers zmagazines targeting occupational markets (farmers, teachers, lawyers, doctors) zgeneral readership magazines

4. Saturday Evening Post zFounded 1821, Philadelphia zlongest-running magazine in US history zoriginal and republished articles znews, poetry, essays, reviews zfirst magazine to appeal directly to women

5. Women’s magazines zLadies’ Magazine (1828, Sarah Josepha Hale) merged with Godey’s Lady’s Book (1830-1898) zplayed central role in educating working- and middle-class women

6. Popular Magazines and Social Reform zYellow Journalism: crusading for social reform on behalf of public good (also dubbed muckraking) ze.g. fight against corrupt systems, poor living and working conditions, unregulated medicines zMagazines provided greater depth of investigative coverage than newspapers

7. PHOTOJOURNALISM zThe use of photos to document the rhythms of daily life, breaking events zPhotos as important as text zGave magazines advantage over radio zChanged the way people view the world

8. Rise of TV GUIDE zEstablished 1953 by Walter Annenberg’s Triangle Publications zsmall format, supermarket sales strategy ztapped into rise of TV in American culture zregional editions tailored to local channels zBought out by Rupert Murdoch’s News Corp, LTD in 1988; used to promote Fox TV

9. OUR AGE OF SPECIALIZATION: From mass marketing to niche marketing

10. DEMOGRAPHICS Dividing consumers into categories based upon age, sex, socioeconomic class, occupation, geographic location, lifestyle interests, hobbies, religion, politics, and so on. What’s your niche?