Magazine, from the Arabic word “Makhasin” meaning storehouse Compared to newspapers: • Published less frequently • Better quality paper • Bound rather than merely folded • Has a cover • Effective use of photographs and graphic design • Appeal to national audience as opposed to local or regional • Less concern for the details of daily events • Probe issues more carefully (correlation) • Leaders in investigative reporting • Target more defined groups with distinct interests
Types of Magazines • Consumer magazines • Trade journals • Sponsored publications • Farm publications • Newsmagazines • City magazines • Sex magazines • Sports magazines • Opinion magazines • Intellectual magazines • Men’ interest magazines • Women’s interest magazines • Humor magazines • Business magazines
The Magazine as an Industry • The assault from television made magazines do some readjustments. • It was cheaper to advertise on television when you consider the number of people to be reached and the amount paid. • General magazines are shrinking, and more specialized magazines are blooming. • To reach their specialized audiences, magazines refine their products to match their readers’ interests. • They thereby appeal to advertisers who like to target specific audiences.
The cable came up to further stiffen competition for magazines. Cable offers the capabilities of reaching specific audiences just like specialized magazines- ESPN for sports and Golf Channel for golfers, etc • Ownership trends
The Influence and Importance of Magazines • Total revenue and size of circulation do not always mean power, influence, and importance • Opinion magazines are next to invisible compared to general and other specialized magazines (dirt bikes, weightwatchers…) • Opinion magazines may influence a much more powerful audience: gov. officials, business leaders, intellectuals, who affect public affairs. • Opinion magazines set agendas, shape ideas, start trends, offer labels (yuppies, generation X…) • They inform and entertain but not as much as newspapers and TV do. • They triumph in the realm of opinion. • They have the luxury of expressing their biases, being openly liberal or conservative, and as grumpy and savage as they choose. • They serve a smaller audience who share their views, so they have less risks to take.
The Future of Magazines • Magazines will survive the challenge of computer technologies. • Magazines are current, portable, permanent, and presented at a level within the readers’ capacity. • Links to find info about e-zines on the web: www.newslink.org, www.foliomag.com