Báo chí truyền thông - Chapter 5: Magazines

Magazines Chapter 5© 2009, The McGraw-Hill Companies, Inc. All rights reserved.1CHAPTER OUTLINEHistoryMagazines in the Digital AgeDefining Features of MagazinesOrganization of the Magazine IndustryMagazine OwnershipProducing the MagazineEconomicsFeedback2HISTORYMagazines have had a long history in the US3The Colonial period“Magazine”: warehouse or depositoryVariety of opinion pieces, facts, human interest storiesStrong political biasWritten to educated urban audienceEncouraged literate and artistic expressionUnified the colonies4After the RevolutionContinue to target educate elite audiencePresent mix of topical and political articlesRoots of modern news magazine5The Penny-Press Era1820s-1860s -- Magazines appealed to mass audienceParallel strategies of penny press newspapersTarget the middle class6The Magazine Boom1860-1900 – many new magazines appearedMore available moneyImproved printing techniquesPostal Act of 1879Special mailing rates for magazinesMagazines could reach national mass audienceMuckrakers – investigative reporting7Between the WarsChanging lifestyles influenced magazine developmentThree magazine types emergedDigestNews weekliesPictorial magazine8The Postwar PeriodPublishers continued to specialize to satisfy readers who hadIncreased leisure timeLiberalized viewsNew interests in urban lifestyles9Contemporary MagazinesChallenges to magazine industryDeclines in single-copy salesSweepstakes competitions have nearly disappearedNational do-not-call listCable TV and Internet10MAGAZINES IN THE DIGITAL AGEMagazines are still learning how to use the InternetGenerating revenue from the InternetAd-supported web-only titlesRepackaged print contentCharging for access to archivesE-commerce11Replica EditionsReplica editions are not online editionsReplica editions mimic the print magazine12Mobile MagazinesMagazines can be read on laptops, cell phones, PDAsMagazine podcasts are availableChallenges with mobile magazine deliveryHow long will readers stay with mobile editions?What about payment13User-Generated ContentPublishers are cautiously exploring user-generated contentWant to retain control of contentNot sure how to generate revenueCould be way to build audience base14DEFINING FEATURES OF MAGAZINESSpecialized audiencesIn tune with social, economic, cultural trendsCan influence social trendsConvenient portable format15ORGANIZATION OF THE MAGAZINE INDUSTRYThe magazine industry can be classified by the types of content presented in the magazine, or by the three traditional components of manufacturing. 16Content CategoriesGeneral consumer magazinesBusiness publicationsCustom magazinesLiterary reviews and academic journalsNewslettersPublic relations magazines17Functional CategoriesProductionDistributionPaid circulationControlled circulationRetail18MAGAZINE OWNERSHIPThe magazine industry is dominated by large corporations, many with holdings in other media.The five leading magazine publishers are Time Warner, Advance Publications, Hearst Corporation, Meredith Corporation, and Reader’s Digest Association19PRODUCING THE MAGAZINEA variety of people work together to create a magazine20Departments and StaffPublisherCirculation DepartmentAdvertising DepartmentProduction DepartmentEditorial Department21Publishing the MagazinePlan for upcoming issuesConvert ideas into articles, pictures, illustrationsCreate dummy – conceptual plan or blueprint of final publicationAssign work schedules and deadlinesBegin the work22ECONOMICSRevenue sourcesSubscriptionsSingle-copy salesAdvertisingAncillary servicesThe magazine industry is facing tough times23FEEDBACKAudit Bureau of Circulation (ABC)Paid circulationRate baseBusiness Publication Audit (BPA)Mediamark Research, Inc (MRI) Primary audiencePass-along audienceOnline readershipAudit Bureau of CirculationNielsen/NetRatings24Magazine Audiences85% of US adults read at least one magazine per monthAdults look through an average of 10 magazines per monthReaders more educated and more affluent than non-readersReaders tend to be joiners25