Introduction to Mass Communication: Magazines
A Short History of Magazines
Historical Context
By the mid-1700s, magazines were popular among the British elite.
Key figures: Andrew Bradford and Benjamin Franklin aimed to replicate UK successes in the New World.
Early Magazine Industry
Foundation
Key publications:
Saturday Evening Post (1821) - ran for 148 years.
Harper’s (1850)
Atlantic Monthly (1857)
Mass Circulation Era (1870s)
Influential Acts & Factors
Postal Act of 1879 facilitated magazine distribution.
Railroads increased accessibility and distribution.
Magazines priced between $0.10 to $0.15.
Growth in Subscription (1900s)
National Mass Medium
Transition from 200,000 magazine subscriptions to over 32 million by 1945.
Notably known for muckraking journalism during this time.
The Era of Specialization (Post-WWII)
Societal Changes
Urbanization and industrialization increased leisure time and disposable income.
Magazines became more specialized and lifestyle-oriented.
Audience Engagement with Magazines
Consumption Statistics
91% of American adults engage with magazines (print or digital).
Increased to 95% for individuals under 25 years old.
Magazine readers generally belong to more affluent demographics.
Scope and Structure of the Magazine Industry
Growth Metrics
In 1950: 6,950 magazines
Now: Over 20,000 magazines, with 7,200 being general-interest.
Only 800 magazines account for three-fourths of overall gross revenues.
Types of Magazines
Classification
Trade, professional, and business magazines.
Industrial, company, and sponsored magazines.
Consumer magazines.
Categories of Consumer Magazines
Various Genres
Alternative: Mother Jones, The Utne Reader
Business/money: Money, Black Enterprise
Celebrity: People, Entertainment Weekly
Children's: Highlights, Ranger Rick
Computer: Wired, PC World
Ethnic: Hispanic, Ebony
Family: Fatherhood, Parenting
Fashion: Bazaar, Elle
General Interest: Reader’s Digest, Life
Geographical: Texas Monthly, Bay Living
Gray: AARP The Magazine
Literary: Atlantic Monthly, Harper’s
Men’s: GQ, Men’s Fitness, Details
News: Time, U.S. News & World Report
Political Opinion: The Nation, National Review
Sports: Shooting Times, Sports Illustrated
Women’s: Working Mother, Good Housekeeping, Ms.
Youth: Seventeen, Tiger Beat
Magazine Readership Data
Total 360° Audiences
Highlights readership in relation to print and digital editions.
People: 88,045 thousands (total); 24,472 thousands (print and digital).
Allrecipes: 75,075 thousands; 8,896 thousands.
Good Housekeeping: 64,986 thousands; 13,229 thousands.
WebMD: 51,656 thousands; 6,612 thousands.
Magazine Advertising Dynamics
Ad Spending
Top 10 Advertisers (2019):
1. L’Oréal: $690M
2. Procter & Gamble Co.: $444M
3. Kraft Heinz Co.: $315M
4. LVMH: $211M
5. Johnson & Johnson: $202M
6. Nestle: $199M
7. Pfizer: $197M
8. Berkshire Hathaway: $191M
9. Unilever: $164M
Kellogg Co.: $163M
Measuring Circulation
Circulation Types
Magazines charge based on circulation figures.
Controlled circulation and custom publishing.
Partnerships with advertising entities to ensure reliability (Audit Bureau of Circulations).
Trends in Magazine Publishing
Technological Adaptation
Increasing use of smartphones and e-readers for magazine consumption.
Emergence of profitable online magazines.
Incorporation of interactive elements (e.g., QR codes, NFC chips).
Ethical and Practical Implications
Advertiser Influence
Advertisers can shape content's focus and message; involves complementary copy and sponsored content.
Developing Media Literacy Skills
Critical Analysis of Graphics
Importance of understanding and questioning the authenticity of graphics and images within magazines.
Encourages readers to critically assess visually communicated messages.