Magazines Chapter 5
Defining Characteristics • Magazines are packaged in a format that is portable and convenient and that features high-quality print and exceptional visuals/photography
Magazine Characteristics • Magazines are the medium most in tune with social, demographic, economic and cultural trends. • As consumer and business needs change, some new magazines emerge, some old magazines may fold, and others fine-tune their content. Examples: growth in Spanish language versions of popular mags such as People and Readers Digest; the poker craze has lead to creation of some new poker magazines such as Bluff and All In.
Magazine Characteristics • Magazines can influence social trends. • Magazines helped fuel the American Revolution; the muckrackers at the turn of the 20th century prompted social reform; in the 1950s, Playboy launched the sexual revolution in America; Ms. magazine helped usher in the women’s movement in the 1970s. Think of how influential Rolling Stone magazine has been on America’s young people, and how People magazine helped spawn America’s fascination with celebrities.
Magazine Characteristics • Magazines also attract the most specialized audiences (think magazines for cigar lovers, car buffs, accountants, senior citizens, gardeners, computer “geeks,” video game players, and on and on….)
Magazine Content Categories (6) 1. General consumer magazines—can be acquired by anyone through a subscription or a single-copy purchase or by obtaining a free copy. Called consumer magazines because readers can buy the products and services advertised.
Magazine Content Categories 2. Business (or trade) publications—serve business, industry or profession; they are not sold in stores or newsstands and their readership is limited to those in the profession or business. Advertising is geared toward products and services used by the profession or business and is not geared toward the general public.
Magazine Content Categories 3. Custom magazines—are published by corporations that try to keep existing customers satisfied while attracting new clients. Airlines have had their own in-flight magazines for years. These magazines can siphon off advertising dollars that say, Acura or Sony may have otherwise spent in a general consumer magazines. Editorial-wise, there is less journalistic independence in custom magazines.
Magazine Content Categories 4. Literary Reviews and Academic Journals—generally published by nonprofit organizations and funded by universities, foundations and professional organizations 5. Newsletters—insider information publications; extremely specialized with small circulations (generally under 10,000) but with high subscription fees
Magazine Content Categories 6. Public Relations magazines—published by a sponsoring company/organization and intended specifically for one or more of its publics. An internal PR magazine might be aimed at employees, salespeople and dealers while an external PR magazine would be directed at stockholders, potential customers, etc. These usually carry very little advertising.