MagazinesMagazinesChapter 5Chapter 5

Defining CharacteristicsDefining Characteristics

Magazines are Magazines are packaged in a packaged in a format that is format that is portable and portable and convenient and convenient and that features high-that features high-quality print and quality print and exceptional exceptional visuals/photographvisuals/photographyy

Magazine CharacteristicsMagazine Characteristics Magazines are the Magazines are the

medium most in tune medium most in tune with social, demographic, with social, demographic, economic and cultural economic and cultural trends. trends. As consumer and business As consumer and business

needs change, some new needs change, some new magazines emerge, some magazines emerge, some old magazines may fold, old magazines may fold, and others fine-tune their and others fine-tune their content. Examples: growth content. Examples: growth in Spanish language in Spanish language versions of popular mags versions of popular mags such as People and Readers such as People and Readers Digest; the poker craze has Digest; the poker craze has lead to creation of some lead to creation of some new poker magazines such new poker magazines such as Bluff and All In. as Bluff and All In.

Magazine CharacteristicsMagazine Characteristics Magazines can influence Magazines can influence

social trends. social trends. Magazines helped fuel the Magazines helped fuel the

American Revolution; the American Revolution; the muckrackers at the turn of muckrackers at the turn of the 20th century prompted the 20th century prompted social reform; in the social reform; in the 1950s, Playboy launched 1950s, Playboy launched the sexual revolution in the sexual revolution in America; Ms. magazine America; Ms. magazine helped usher in the helped usher in the women’s movement in the women’s movement in the 1970s. Think of how 1970s. Think of how influential Rolling Stone influential Rolling Stone magazine has been on magazine has been on America’s young people, America’s young people, and how People magazine and how People magazine helped spawn America’s helped spawn America’s fascination with fascination with celebrities.celebrities.

Magazine CharacteristicsMagazine Characteristics

Magazines also Magazines also attract the most attract the most specialized specialized audiences (think audiences (think magazines for cigar magazines for cigar lovers, car buffs, lovers, car buffs, accountants, senior accountants, senior citizens, gardeners, citizens, gardeners, computer “geeks,” computer “geeks,” video game players, video game players, and on and on….)and on and on….)

Magazine Content Magazine Content Categories (6)Categories (6)

1. General consumer magazines1. General consumer magazines—can be acquired by anyone —can be acquired by anyone through a subscription or a through a subscription or a single-copy purchase or by single-copy purchase or by obtaining a free copy. Called obtaining a free copy. Called consumer magazines because consumer magazines because readers can buy the products readers can buy the products and services advertised.and services advertised.

Magazine Content Magazine Content CategoriesCategories

2. Business (or trade) publications—2. Business (or trade) publications—serve business, industry or serve business, industry or profession; they are not sold in stores profession; they are not sold in stores or newsstands and their readership is or newsstands and their readership is limited to those in the profession or limited to those in the profession or business. Advertising is geared business. Advertising is geared toward products and services used by toward products and services used by the profession or business and is not the profession or business and is not geared toward the general public. geared toward the general public.

Magazine Content Magazine Content CategoriesCategories

3. Custom magazines—are published by 3. Custom magazines—are published by corporations that try to keep existing corporations that try to keep existing customers satisfied while attracting customers satisfied while attracting new clients. Airlines have had their new clients. Airlines have had their own in-flight magazines for years. own in-flight magazines for years. These magazines can siphon off These magazines can siphon off advertising dollars that say, Acura or advertising dollars that say, Acura or Sony may have otherwise spent in a Sony may have otherwise spent in a general consumer magazines. general consumer magazines. Editorial-wise, there is less journalistic Editorial-wise, there is less journalistic independence in custom magazines. independence in custom magazines.

Magazine Content Magazine Content CategoriesCategories

4. Literary Reviews and Academic 4. Literary Reviews and Academic Journals—generally published by Journals—generally published by nonprofit organizations and funded by nonprofit organizations and funded by universities, foundations and universities, foundations and professional organizationsprofessional organizations

5. Newsletters—insider information 5. Newsletters—insider information publications; extremely specialized publications; extremely specialized with small circulations (generally with small circulations (generally under 10,000) but with high under 10,000) but with high subscription fees subscription fees

Magazine Content Magazine Content CategoriesCategories

6. Public Relations magazines—published 6. Public Relations magazines—published by a sponsoring company/organization by a sponsoring company/organization and intended specifically for one or and intended specifically for one or more of its publics. An internal PR more of its publics. An internal PR magazine might be aimed at magazine might be aimed at employees, salespeople and dealers employees, salespeople and dealers while an external PR magazine would while an external PR magazine would be directed at stockholders, potential be directed at stockholders, potential customers, etc. These usually carry customers, etc. These usually carry very little advertising. very little advertising.