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Influence of Magazines on US
  • Magazines were first US national mass medium
  • American culture was first identified and disseminated through magazines
  • Advertisers used magazines to build national markets.
  • The growth of national markets and national culture transformed US from agricultural economy to industrial economy.
  • In the 1950s, television took over as the leading mass market vehicle for national advertising

    First US Magazines
  • Philadelphians Benjamin Franklin and Andrew Bradford printed the first magazines in the American colonies.
  • 1741 - Franklin publishes General Magazines.
  • 1758 - Bradford printed and sold American Magazine at the corner of Front and Market Streets..

    US Magazine Firsts
  • 1821 - Saturday Evening Post becomes first national, general-interest magazine
  • 1828 - Ladies’ Magazine is the first women’s magazine. Later becomes Godey’s Lady’s Book.
  • 1860s - Harper’s Weekly introduces visual news with Civil War photography
  • 1905 - National Geographic introduces photographs in magazines

    Saturday Evening Post
  • Published 1821-1969. Is now published sporadically
  • Norman Rockwell did cover illustrations from 1916-1963
  • Featured stories by John Steinbeck, Louis L’amour, Rex Stout, Ray Bradbury and others

    Godey’s Lady’s Book
  • Ladies’ Magazine was the first US women’s magazine. Sarah Hale was the editor.
  • In 1837, Philadelphian Joseph Godey bought Ladies’ Magazine and merged with Godey’s Lady’s Book.
  • Godey’s Lady’s Book was published 1830-1898. By 1860, circulation was 150,000.
  • Magazine featured literature, poetry, fashion and homemaking advice.
  • Magazine advocated education and teaching jobs for women.

    The Second Inauguration of President Abraham Lincoln.
    See More Harper’s Weekly illustrations from the Civil War here:

    Harper’s Weekly
  • Published in New York, 1857-1916
  • 1860 circulation: 200,000
  • Pioneered use of illustrations, particularly during Civil War
  • Thomas Nast, pioneer of political caricature, worked for Harpers

    National Geographic
  • Started by Alexander Graham Bell’s father-in-law.
  • Bell took over in 1898. Made Gilbert Grosvenor editor.
  • Magazine was funded by Society membership.
  • In 1905, published an issue with 11 photographs.
  • In 1910 pioneered the use of color photographs.

    Editorial Innovations of Magazines
  • Investigative reporting and “muckracking” in magazines such as McClure’s and Collier’s
  • Personality profiles in magazines like The New Yorker, Playboy, Rolling Stone
  • Photojournalism in magazines like National Geographic, Life

    US Magazine Readership
  • 12,000 magazines published for US audience
  • 90% of US adults read 10 or more magazines per month
  • People with more education and higher incomes tend to read more magazines
  • 500 to 600 new magazines launched every year
  • Four out of five new magazines fail

    US Magazine – Tops in Circulation
  • Parade Magazine - 35.4 million
  • AARP The Magazine - 20 million
  • Reader’s Digest - 11 million (US only)
  • TV Guide - 9 million
  • Better Homes & Gardens - 7.6 million
  • National Geographic - 6.7 million
  • Good Housekeeping - 4.6 million
  • Family Circle - 4.6 million
  • Time - 4.1 million

    Consumer Magazines
    Consumer magazines are often mass-market, general-interest magazines
  • Circulation leaders - Reader’s Digest, AARP
  • Newsmagazines - Time, Newsweek, US News and World Report
  • Sunday Newspaper Supplements - Parade, USA Weekend
  • Women’s Magazines - Ladies’ Home Journal, Good Housekeeping
  • Men’s Magazines - Esquire, Playboy

    Trade Magazines
    Trade magazines are usually dedicated to a profession or industry
  • Billboard, Broadcasting and Cable, W
  • Some trade magazines cover their industries as independent journalists
  • Some trade magazines are simply industry boosters who reprint press releases.

    Magazine Demassification
  • The hey-day of mass-circulation general interest magazines ended around 1960
  • National television advertising was a cheaper way to reach more people than national magazine advertising.
  • Today only a few mass-circulation general interest magazines survive: Reader’s Digest
  • Magazines reinvented themselves by catering to niche markets. Motor Trend, Gourmet
  • Advertisers will pay more money to reach specifically targeted groups.

    Largest Circulation Magazines Are Not Tops in Ad Revenue
  • People Magazine - $1.2 billion (3.6 million circulation)
  • Sports Illustrated - $919 million (3.3 million)
  • TV Guide - $905 million (9.0 million)
  • Time - $836 million (4.1 million)
  • Better Homes & Gardens - $707 million (7.6 mil)
  • Parade - $608 million (35 million)
  • Reader’s Digest - $606 million (11 million)
  • Newsweek - $545 million (3.2 million)
  • Good Housekeeping - $447 million (4.6 million)

    New Competition
  • Magazines face increased competition from cable TV channels that are also becoming more specialized. Food Network, OLN, ESPN
  • Satellite Radio is the first of the digital broadcasting outlets to become specialized. Bluegrass Channel, Martha Stewart Channel
  • Some Web publications are gaining ground. Salon, NYTimes.com
  • Most magazine subscribers will not pay for content on magazine Web sites.

    Trends in Magazines
  • The fragmentation of the TV audience may create new opportunities for mass-market general-interest magazines.
  • TiVO and other devices that let TV viewers skip the ads may make magazines a more attractive option for advertisers.
  • Grocery store sales of magazines are down, partly because people now make fewer trips to the store because they go to SuperStores.
  • Point-of-sale technology allows magazine publishers to more accurately predict the number of magazines to ship to each store.

  • While magazine readership is up, circulation of news magazines is down
  • Younger people are not reading newsmagazines
  • Celebrity "news" coverage is growing

    Newsmagazine Readers Are Getting Older

    Source: The State of the News Media 2006

    Readers Are Getting News from Other Sources

    Source: The State of the News Media 2006

    Rise of Celebrity "News" Journalism

    Source: The State of the News Media 2006

    How often do you read news magazines like Time, Newsweek and US News and World Report?

    Once a week or more
    More than once a month
    Once a month
    A few times a year

    How often do you read celebrity magazines like Us and People?

    Once a week or more
    More than once a month
    Once a month
    A few times a year
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    July 2007

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