1. 1 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 J200: Journalism and Mass Communications Magazines

2. 2 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 J200: - Magazines  Earliest magazines in France; catalogues of booksellers storehouses.  Characteristics  Published regularly  Appeal to some fraction of the public  Appeals to specific interests

3. 3 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 J200: - Magazines  On the media continuum, falls between books (more permanent) and TV (fleeting)

4. 4 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Historical Perspectives  1704: Review. Daniel Defoe, editor  3-times a week for 9 years  1709: Tattler. Steele & Addison, eds.  Covered politics, international and theatrical news/gossip, essays  Advertising  1731: Gentlemen’s Magazine. Edward Cave, ed.  Hired Dr. Samuel Johnson to cover parliament.

5. 5 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazines in America General Magazine, and Historical Chronicle, for All the British Plantations in America 1740: Benj. Franklin announces plans to publish: -- Published six issues

6. 6 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazines in America  Andrew Bradford (1741): American Magazine  three issues  Until 1800, no American magazine lasted longer than 14 months  Problem = little advertising  Average circulation: 500

7. 7 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazines in America  After 1800: Magazines blossomed into national force  1820s, ‘30s and ‘40s: played similar role that radio would play 100 years later  1850s: Harper’s Monthly and The Atlantic Monthly founded

8. 8 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazines in America  Ante-bellum period: Magazines began to reach national audiences, especially special interest groups….  Farmers: Tribune and Farmer  Women: Ladies’ Home Journal  By 1900: Good Housekeeping, Woman’s Home Companion, McCall's, Harper’s Bazaar, Vogue….

9. 9 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazines in America  Magazines flourished from WWI until mid-1950s, when TV hit  What else was happening to change the industry?

10. 10 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 How magazines met competition  Subscriptions  Cut-rate offers  Special editions (regional; special interest)  Demographic groups

11. 11 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazine Types: Consumer  Appeal to a specific audience by demographic - e.g. Seventeen: targeted to teenage girls.  Vast majority of sell advertising on approximately 50% of their pages.  Easy-to-find compared to trade magazines  Consumer magazines have (and need) a larger circulation base than trade magazines.  Consumer magazines generate greater revenue than trade magazines.

12. 12 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazine Types: Trade  Specialized business publications -often 'required reading' for a particular job, industry or profession.  Do not directly compete with consumer mags for either advertising or circulation  Generally not found on the newsstands.  Both circulation and revenues are lower for trade mags than for consumer magazines. (But ROI often higher.)  Will either have a high subscription price (compared to consumer magazines), or a 'controlled subscription' format, i.e. free to qualified individuals

13. 13 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazine Types: In-house  Directed to specific company or organization’s audience  Employees  Stock holders  Opinion makers (journalists, politicians)  Often free or subscription included in membership dues  Often off-sets costs by carrying advertising  Objective: communicate message of publishing organization

14. 14 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Functional Magazine Categories  Entertainment/escape  News/information  Advocacy/opinion

15. 15 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 How magazines met competition  Distribution and marketing  Newsstand sales  Positioning  Title at top  “slash” banner  Strong cover graphics  Special racks  Check-out location

16. 16 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 How magazines met competition  Distribution and marketing  Newsstand sales  Positioning  Title at top  “slash” banner  Strong cover graphics  Special racks  Check-out location

17. 17 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 No. of Magazines in America

18. 18 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Topics Published in Magazines in America

19. 19 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 No. of Magazines in America

20. 20 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 New Magazines in U.S.  Samir Husni's New Magazine Guide  http://www.mrmagazine.com/home.html http://www.mrmagazine.com/home.html  Monthly start-ups http://www.mrmagazine.com/titles.html http://www.mrmagazine.com/titles.html

21. 21 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines  Era of “personal editor” (1920-’40s)  Arnold Gingrich: Esquire  Harold Ross: New Yorker  Henry Luce: TIME  Norman Cousins: Saturday Review

22. 22 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines  Era of “personal editor” (1920-’40s)  Arnold Gingrich: Esquire  Harold Ross: New Yorker  Henry Luce: TIME  Norman Cousins: Saturday Review

23. 23 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines  Era of “personal editor” (1920-’40s)  Arnold Gingrich: Esquire  Harold Ross: New Yorker  Henry Luce: TIME  Norman Cousins: Saturday Review

24. 24 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines  Era of “personal editor” (1920-’40s)  Arnold Gingrich: Esquire  Harold Ross: New Yorker  Henry Luce: TIME  Norman Cousins: Saturday Review

25. 25 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines: Modern Editors  Jann Wernner: Rolling Stone

26. 26 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines: Modern Editors  Jann Wernner: Rolling Stone  Tina Brown: Vanity Fair NewYorker TALK

27. 27 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 20th Century American Magazines: Modern Editors  Jann Wernner: Rolling Stone  Tina Brown: Vanity Fair NewYorker TALK  Stephen Brill: Brill’s Content

28. 28 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 New Types of Magazines  City Magazines

29. 29 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 New Types of Magazines  City Magazines  Special Interest magazines

30. 30 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 New Types of Magazines  City Magazines  Special Interest magazines  One-shots

31. 31 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 New Types of Magazines  City Magazines  Special Interest magazines  One-shots  In-flight magazines

32. 32 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 New Types of Magazines  City Magazines  Special Interest magazines  One-shots  In-flight magazines  Product magazines (Lotus, Ford Times)

33. 33 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazine Circ. (c. 1996)  Excel File TopMagCircData1996

34. 34 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazine Ads v. Edit

35. 35 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Total U.S. Mag. Circ 1970-2002

36. 36 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine*...  Find an Editorial Approach  Know what potential readers want.  How presently served.  Consider editorial slant  Editorial slant can drive customers away or increase loyalty

37. 37 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine...  Find an Editorial Approach  Research Prospective Readers  Know/ understand reading habits/ preferences audience  Know their lifestyles, attitudes and values  Info. costly/ time consuming, but invaluable  Research on I-net; local library

38. 38 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine...  Find an Editorial Approach  Research Prospective Readers  How will you use the info. for editorial positioning, circulation building and “connection to reader” efforts?  How will you connect with your readers?

39. 39 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers? Why?  Just to sell “eyeballs”?  Promote transactions between advertisers and readers?  Management structure  Old:  Publisher  Editor  Art Director  Today:  Publisher  Editor  Art Director  Mgr. Of Information Services

40. 40 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers?  Advertising Sales  Advertising volume and revenue growth -- NOT circulation per se -- most often determine a publishing launch success or failure

41. 41 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers?  Advertising Sales  How identify potential advertisers and inform them of your “opportunity” for them?  Where are your best prospects? Where are they currently advertising?  Strengths and weaknesses of competition?

42. 42 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers?  Advertising Sales  Should you allow potential advertisers to participate in prototype development?  How can you find, train and manage the right sales team?  What milestones should be established to control your and advertiser expectations of your progress?

43. 43 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers?  Advertising Sales  Circulation  What methods to promote and sell via newsstand, direct mail, telephone and agency?  What methods or benchmarks will you use to test the effectiveness of these?

44. 44 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers?  Advertising Sales  Circulation  What methods can you use to make charter subscription program successful?  What should your per name subscription costs be? Could they be lowered by using a fulfillment bureau, or by moving them in-house?  Can you earn additional income from such things as mail list sales/rental etc.?

45. 45 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Before You Launch Your New Magazine…  Find an Editorial Approach  Research Prospective Readers  How will you connect with your readers?  Advertising Sales  Circulation  Launch Strategy  Promotion and monitoring of your launch make or break new magazine

46. 46 J200 - © J.T.Johnson 1999-2003 _____________________________Fall 2003 Magazines today  NYT: “Slate Sets a Web Magazine First: Making Money” http://www.nytimes.com/2003/04/28/bus iness/media/28SLAT.html http://www.nytimes.com/2003/04/28/bus iness/media/28SLAT.html  NYT: “Utne Revamps Bimonthly Magazine” http://www.nytimes.com/2003/04/28/bus iness/media/28UTNE.html http://www.nytimes.com/2003/04/28/bus iness/media/28UTNE.html