Magazines

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Magazines
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Magazines

• With magazines, we can read what we want, when
  we want, and where we want. And we can read them
  again and again at our pace, fold them, spindle
  them, mutilate them, tear out coupons, ads, or
  articles that interest us and, in short do what
  we damn well please to them because they our
  magazines.
• - Wayne Warner, President of Judds Inc, quoted
  in your text on page 84.

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Splitting the Cost

• Consumers and advertisers split the cost of a
  magazine almost 50-50.

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Magazines cater to specialized audiences.

• Magazines reflect trends and culture.

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Weird NJ Magazine

• Began in 1989 as a personal newsletter sent to
  friends by Mark Moran and Mark Sceurman.
• Evolved into a magazine published twice a year in
  May and October.
• Subjects include abandoned places, creepy
  experiences, unique people, and strange landmarks
• Circulation 60,000.

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Large Audience

• 87 magazines have a circulation of a million or
  more.
• Magazines have a total circulation of 368 million
  in the U.S. (2008)
• Circulation in 1970244 Million

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ABC

• Audit Bureau of Circulations
• Started in 1914
• Provides independent, third-party circulation
  audits of print circulation, readership and Web
  site activity.
• Assures buyers that a publication's circulation
  claims are accurate and verifiable.

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Frequency

• Magazines are printed less often than newspapers.
• Usually weekly or monthly.
• Newspapers place magazines in some its editions
  such as Parade.

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Subscription and Point of Purchase

• Point of Purchase Magazinessold mainly at
  checkout stands in supermarkets, magazines that
  consumers buy directly, not by subscription.

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Magazines as Mass Media

• Magazines were the first national mass media.
• The Saturday Evening Post (1821) was the first of
  these.

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Magazine Launches

• Most new magazine launches are small scale
  efforts.

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Old and New

• Magazines have launched Websites, just like
  newspapers.
• Sometimes the websites include special content
  that available in the print edition of the
  magazine.

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Narrowcasting

• magazines were pioneers in niche content before
  cable TV and the Internet came along and usurped
  them with the flashy video of the former and the
  interactive communities of the latter.
• -Mark Glaser, USC Annenberg On-Line Journalism
  Review

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Magazines about Surfing

• Surfer 101,000
• Surfing 95,000
• Eastern Surf Magazine on-line 190,000

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Top 10 Magazines2008

• AARP Magazine 24.2 million
• AARP Bulletin 23.8 million
• Readers Digest 8.4 million
• Better Homes and Garden 7.6 million
• National Geographic 5 million
• Good Housekeeping 4.6 million
• Family Circle 3.8 million
• Womans Day 3.8 million
• Ladies Home Journal 3.8 million
• AAA Westways 3.8 million

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Ownership

• The top 10 companies control 75 of the revenue.

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The Big 3

• Time Warner 3.6 billion
• Advance 3.6 billion
• Hearst 2 billion

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Time Inc.

• 18 of all advertising magazine revenue
• 130 titles
• Every minute, 100 Time titles are sold in the
  U.S.
• Titles include Time, People and Sports
  Illustrated
• Each month, 50 of Americans read a Time title

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Hearst Magazines

• Owns Esquire, Good Housekeeping, Cosmopolitan, O
  The Oprah Magazine, Redbook, Seventeen
• Reaches 74 million U.S. readers
• Earnings up 36 since 2001

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Voice

• Magazines arent objective like newspapers
• Magazines are looking for a definitive voice and
  style

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Investigative Journalism (Muckraking)

• Magazines developed the idea of investigative
  journalism such as McClures series about
  Standard Oil by Ida Tarbell.

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Types of Magazines

• Consumer (Targeted and General)
• Trade, Technical and Professional Publications
• Company Publications

May/June 2006              
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Magazines Cover Every Media

• Magazines cover the other mass media for
  consumers and people in the profession.
• Television TV Guide, Broadcasting Cable
• Radio Radio Records, Radio
• Recordings Billboard, Rolling Stone
• Movies Premiere, Hollywood Reporter
• Digital Media Wired, Fast Company
• Newspapers Columbia Journalism Review Editor
  Publisher

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Magazine Departments

• Editorial (Staff and Freelancers)
• Circulation Sales
• Advertising Sales
• Manufacturing and Distribution
• Administration

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Best of Issues

• Pioneered by Philadelphia magazine.
• May 1974 was first Best of issue.
• Brainchild of Editors Alan Halpern and Maury
  Levy.

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US News Best Colleges Guide

• Most recognized of the college rankings.
• Alma College wrote to other colleges asking to
  boycott the survey.
• Academic Reputation category is controversial.
• Started in 1983 published every
• year since except 1984.

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Magazines Summary

• Costs split between advertisers and consumers.
• Usually weekly or monthly.
• Circulation tops 368 million.
• Magazines have a definitive voice.
• Most magazines are specialized.
• 10 companies earn 75 of the revenue.