1. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 1 Joseph R. Dominick University of Georgia-- Athens

2. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 2 Part I Media

3. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 3 Chapter 5 Magazines Chapter Outline  Magazine History Magazine History  Magazines in the Digital Age Magazines in the Digital Age  Defining Features of Magazines Defining Features of Magazines  Organization of the Magazine Industry Organization of the Magazine Industry  Magazine Ownership Magazine Ownership  Producing the Magazine Producing the Magazine  Economics Economics  Feedback Feedback  The Magazine Industry The Magazine Industry

4. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 4 Magazine History  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

5. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 5 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

6. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 6 Magazine History  The Magazine Boom (1860s – 1900s)  700% increase in magazines (260  1800)  Available venture capital  Better printing techniques  The Postal Act of 1879 Lower magazine prices

7. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 7 Magazine History  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  DigestReaders Digest (1922)  News weeklyTime (1923)  Pictorial magazineLife (1936) and Look (1937)

8. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 8 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

9. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 9 Magazine History  Contemporary Magazines  Tough economic times in 2002-2003  Single-copy sales way down  Current trend: the quick launch  Online magazines perform poorly  Slate  Salon

10. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 10 Magazines in the Digital Age  Complementary paper and online magazines  Initially large, complex websites have been trimmed  Good counterparts act together to:  Refer customers to one another  Promote parent company’s goods and services  Cover more of the intended audience  Take advantage of business on the Internet  Digital delivery of traditional magazine format

11. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 11 Defining Features of Magazines  Attract specialized audiences  In tune with and influence trends  Social  Economic  Demographic  Cultural  Packaging and format  Convenient  Portable  High-quality print  Outstanding graphics

12. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 12 Organization of the Magazine Industry A magazine is a “periodical publication, usually with a paper cover, containing miscellaneous articles and often with illustrations or photographs.”

13. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 13 Organization of the Magazine Industry  USA: 15,000 – 16,000 magazines published TV Guide Bird Watcher’s Digest  Two organizational schemes  By content category  By function category  Standard Rate and Data Service

14. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 14 Organization of the Magazine Industry  Content Categories  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)  Public relations magazines (Target)

15. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 15 Organization of the Magazine Industry  Function Categories  Production (2-3000 publishers)  Distribution  Circulation = subscription + single-copy sales  Paid circulation  Readers pay  Advertisers pay  Lower postal rates  Retailing (140,000 in USA)  Controlled circulation  Readers do not pay  Advertisers pay  Higher postal rates

16. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 16 Magazine Ownership [Insert Table 5-2 here] Table 5-2 Top Consumer Magazine Companies

17. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 17 Producing the Magazine  Departments and Staff  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

18. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 18 Producing the Magazine  Publishing Cycle  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

19. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 19 Economics

20. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 20 Economics [Insert Table 5-3 here] Table 5-3 Breakdown of a Magazine’s Dollar

21. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 21 Feedback  Audit Bureau of Circulation - consumer press  Average paid circulation  Rate base (minimum guaranteed circulation)  Number of visits to web site  Business Publication Audit - business press  Mediamark Research, Inc.  Detailed reports  Total audience – primary and pass-along

22. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 22 Feedback  Typical Adult Magazine Readers  94% read at least one magazine a month  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 professional organizations

23. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 23 The Magazine Industry  Entry Level  Editorial  Editorial assistant  Researcher  Reader  Circulation  Subscription-fulfillment  Salesperson  Managerial assistant  Advertising  Assistant to copywriter  Assistant to sales promotional manager

24. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 24 The Magazine Industry  Upward Mobility  Editorial Editorial assistant  Assistant editor  Associate editor  Managing editor / Editor-in-chief  Circulation Entry  Subscription director or Single-copy sales manager  Circulation director  Associate Publisher or Publisher

25. © 2005 The McGraw-Hill Companies, Inc. All rights reserved. Slide 25 The Magazine Industry  Upward Mobility  Advertising Assistant  Copywriter or Sales promotional manager  Advertising director  Publisher Assistant  Sales staff  Advertising director  Publisher