1. The Media of Mass Communication
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The Media of Mass Communication
Chapter 4 Print Media:
Magazines

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3. Influence of Magazines
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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

4. Magazine Publishing 1965 Canadian magazine legislation:
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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

5. “It’s not the same if it’s not Canadian”
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6. Magazines as Media Innovators
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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

7. News Magazines Founded in 1905 Maclean’s is Canada’s leader
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News Magazines
Founded in 1905 Maclean’s is Canada’s leader
THIS magazine
TIME Canada
The Economist (UK)
Toronto Life
Canadian Dimension

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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?

9. Men’s magazines Beginning in 1933 with Esquire
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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.

10. Non-Newsrack Magazines
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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

11. Magazines as Niche Media
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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

12. New Competition Demassified Alternatives
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New Competition
Demassified Alternatives
Satellite and digital cable television has seen an explosion of viewer choice with 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

13. Questions for Critical Thinking
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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?

14. Magazine workshop Get into groups
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Magazine workshop
Get into groups
Cut up your magazines and make collages of the news coverage, using images and text

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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?

16. Who has power in our society?
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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?

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Next week
Chapter 9: The Internet