ࡱ> po  !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUWXYZ[\]^_`abcdefhijklmnRdO)bX/q@PowerPoint Document(dSummaryInformation(V DocumentSummaryInformation8gS4( / 00DTimes New RomanLx  \ح6L 6 4DArialNew RomanLx  \ح6L 6 4" DMonotype SortsLx  \ح6L 6 40DTimespe SortsLx  \ح6L 6 4  @n?" dd@  @@`` D<x~     c $@8 g4kdkd64ppp@ <4BdBdg L L? %O =,/ Magazines  :The world s first mass medium  Your personal magazine diet  :How many magazines do you read regularly? Adult Americans buy about 34 magazine copies per year, on average Profile of the  average reader (1994): Median age 40.2 41% attended or graduated from college 56% are employed full-time 68% own their own home 72% live in a metropolitan area 2   Your personal magazine diet  Survey of magazine readership by age: Who reads Time magazine? 18-30: 18% 30-49: 16% 50+: 17% Who reads People? 18-30: 12% 30-49: 8% 50+: 5% ??  Your personal magazine diet  "How many magazines do you personally subscribe to? Of all magazines read in 1998& 82% were obtained by subscription 18% were single copy sales <R>R>  Your personal magazine diet  If you had to stop reading all your magazines save one, which would you keep? More than 13,500 magazines published in the United States. Lots to choose from! Each week in 1998, 10 new magazines were created. Only 1 in 4 survives past its 4th birthday <NN  Your personal magazine diet  What is the largest circulation magazine in the country? In 1998... Modern Maturity 20.4 million NRTA/AARP Bulletin 20.3 million Reader s Digest 14.7 million TV Guide 13.1 million National Geographic 8.8 million Better Homes and Gardens 7.6 million Family Circle 5 million Ladies Home Journal 4.5 million Good Housekeeping 4.5 million McCall s 4.2 million 2uD. u  Why these magazines?  Modern Maturity and NRTA/AARP Bulletin are membership publications of the American Association of Retired Persons and of the National Retired Teachers Association. Reader s Digest Begun in 1922 Printed condensed versions of other magazine articles Nation s most popular magazine by 1946 The world s most popular magazine by mid-1980s8 O  Why these magazines?  lTV Guide Appeared in 1953 Adopted the pocket guide layout of Reader s Digest In 1962, TV Guide was the first weekly to reach a circulation of 8 million. By this time, it published 70 regional editions. 1980s: Circulation began to flatten as newspapers and other publications devised their own local TV guides.0 . - 7  Why these magazines?  iNational Geographic Established in 1888 by the National Geographic Society as a travelog journal. At the end of the Victorian era, the public was captivated by science and the romance of exploration. First American publisher to set up a color photo lab (1929) and the first to print a hologram (1984) One of the most widely distributed U.S. magazines worldwide (VV P      Why these magazines?  FBetter Homes and Garden, Family Circle, Ladies Home Journal, Good Housekeeping, McCall s 50% of the top-10 circulation magazines in the U.S. Aimed at women, their families and their homes The first magazines placed in supermarket check out lanes Today, you ll see a host of other magazines trying to take advantage of this placement, among them Martha Stewart s Living, which has burgeoned in circulation as a result. (ZJZJ   %How healthy is the magazine business? & The constant birth of new magazines (some 500 a year) suggests a thriving business. But circulation trends are beginning to worry the industry Among the 25 magazines with the highest circulations in 1998, 56% (14) had registered circulation declines from the previous year. Reader s Digest took the biggest hit, with a 5.6% decline in circulation from 1997.fe      Trends  Specialization Diversification   Specialization  The first colonial magazines appeared in Philadelphia in 1741, some 50 years after the first newspapers. Growth over time: 1800: 12 magazines 1825: 100 1850: 600 1890: 4,500 1905: <6,000 0{A{@   Specialization  National magazines emerge in the 19th century 1821: Saturday Evening Post, the longest running magazine in U.S. history 1833: Knickerbocker, the precursor to the New Yorker Many national magazines aimed at women Ladies Magazine (1828) Godey s Lady Book (1830)0106~   a   Specialization  The magazine as a radical instrument Woodhull & Claflin s Weekly Published 1870-76 by two sisters: Victoria Claflin Woodhull and Tennessee Celeste Claflin They tried to turn gender upside down by promoting taboo topics. Marriage? Bad! Free love? Good! Openly discussed divorce, prostitution, venereal disease Victoria declares herself a candidate for president in 1870 DAAb%      2     Specialization  ,The heyday of the general, national magazine Time Begun in 1923 Peculiar newsgathering style: the reporter and the writer were two different people Founder Henry Luce: Objectivity is a myth; the important thing is to be fair. Still the dominant news magazine in the U.S. 1998 circulation: 4.1 million022    Specialization  (Life Launched as a weekly by Henry Luce in 1936. A large-format vehicle for photography Luce was competing with radio, and it worked. By late 1930s, the pass-along readership was 17 million, equal to the radio audience at the time. 1970s: Doomed by declining advertising and rising postal rates.0$#6#  0   Specialization  )Late 20th century trend toward specialized audiences Magazines have always been in the business of selling audiences to advertisers. As advertising moved toward segmenting the audience in the 1970s, magazines were forced to follow. Most magazines today aim at smaller, more highly defined readers.*) * /But competition for those ad dollars is intense 0 Case study: The demise of the popular science magazines 15 science/health/technology magazines appeared between 1977 and 1984 Today? One remains. 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