Magazines Lecture Notes

Transcription

1 Magazines Page 1 Magazines Lecture Notes Thursday, October 11, :26 PM MAGAZINE TYPES Magazines are being hit by the recession; less subscriptions, ad pages. There are magazines available that represent a full range of interests, but most are targeted towards women Canadian newsstands top selling category: celebrity 1) People 2) Star 3) In touch 4) Woman's World Mostly tabloids 5) Cosmopoliton 6) US Weekly 7) National Enquirer 8) Life and Style 9) Hello 10) OK Magazine Every magazine migrates towards tabloidization, because that's what sells. Ingredients of Tabloidization: - Not just about celebrity news, also includes human interest stories - Sensationalism - Scandal (crime reportage) - Bigger photos (more eye candy) - Things that people enjoy reading: good news and diversionary content General Interest Titles General interest magazines create cultural conversations Something included for everyone Waiting rooms - general stories hit a mainstream audience Set the agenda for what we should be thinking about (in a light hearted way) [ex] Life, Look were the top general interest magazine back in the day Included sexualization (women in bikinis) Tabloidization (celebrities) The same elements that determine which magazines sell can be translated from the 1950s to today Reader's Digest has innovatively adopted the digital version; Digital edition has informed the design, architecture, and pace of the print copy Appeals to multiple generations - "people have grown up with it. Their grandparents read it, it was part of their homes. That serves us very well" - Liz Vaccariello (Reader's Digest editor) easy to read, small stories, tabloidization, news, great pictures, investigating reporting Pass-along readership General interest magazines have massive audiences and large subscriber numbers. Magazines that are typically passed along/shared among friends/clients/etc (4 adult readers/copy) Special issues

2 Magazines Page 2 Are passed along even further Longer shelf life more individual sales (1000 x the regular issues) Collector's editions can be more expensive [ex] People's 100 most beautiful people, Sports Illustrated swimsuit edition Regional editions Split for different areas of the country Split run and demographic editions: swap covers, advertisements, some content based on relevancy to the demographics. - Relevant to geographical location - Segment different copies of the magazine for the demographics of different audiences - Thinks about the audience Same issue, just pull and switch some parts Split-run editions : made to ship to another countries (foreign magazine publication that leaves places for local/regional advertisements) Canadian Newsstands Canadian newsstands have 75% imported + 15% split run 90% foreign, 10% are Canadian originated Nationalism: you can see what is preoccupying the nation - Too many foreign magazines can compromise the perception of Canadian interests Sponsored and custom publications. Sponsored Magazines Come free with a purchase If you belong to an organization, you don't have to pay for the associated magazine Guaranteed line of revenue AARP: largest sponsored magazine - biggest circulation in North America [ex] National Geographic - founded in 1988 Point of purchase title: magazines positioned by check out - FamilyCircle and Women's Day magazines used to be sponsored - free copy with your groceries - When you do self-serve checkout, you're less likely to pick up a point of purchase title Magalogues: custom magazine and catalogue design - good ideas and cool photos - fun to look through Inspires you to buy products - Home depot has a magalogue appvert - No cost to readers - No subscription or newstand revenue - Makes money from advertisements - Advertisers love narrowly segmented audiences (airline catalogues are custom publications that have a controlled circulation) Facebook is becoming a social publishing platform for magazines (Coach catalogue) - Configured for computer screen size MAGAZINE GENRES Newsmags: muckrakers & investigative journalism Since the 1920s, readers have preferred an interpretive news reportage, with an analysis that allows us to understand the significance of newsworthy events

3 Magazines Page 3 Journalists have extra space to cover an issue in greater depth in a news magazine Targets older and wealthy audience Average reader age: 49 Average income (of readers) Highest total circulation in ) 3.3 million Time 2) M Newsweek Newsweek has massive circulation but sells for $1, so not making money. Looking at just going digital 3) Macleans (Canadian) Muckrakers - investigative news journalists Uncovering stories from the underside of our culture "dig up the dirt" Analysis and original stories sell Photojournalism Since 1940s - capture history in photos (war) The demand for sensational images has increased the profit motive Photos are viewed as art Photo manipulation causes controversy Supermarket Tabloids: celebrity news & paparazzi Parasociality - one way personal relationship with celebrities (we know everything about them, they know nothing about us) - They seem like our friends Tabloid currency: immediacy and scandal - Voyeurism, drama, sex, secrets, controversy, scandal, testimony More important to be first, than accurate - you can always go back and fix it. Also report on news stories like those in Time, but the pieces are presented in a slightly different way Tabloids are unofficial versions of news magazines Men s titles & women s titles Less men's magazines than women's Men: Fashion, fitness, sports, skin summarizes the realm of men's magazine Maxim had the highest total circulation in (2.5 Million). - #1 Lifestyle magazine for men - Took a nosedive in sales because Walmart decided not to sell it anymore because the cover is too racy. Playboy introduced the ideal of being a single man "bachelor". Hugh Heftner created a separate life that was new and obscure Women: fashion, health, decorating, parenting Most magazines target female market 1) Cosmopoliton is ranked highest for circulation (#1 seller for 25 years on college campuses) - Sex is power - Gives ideas about how we can make the most of what we've got 2) Glamour 3) InStyle 4) Vogue 5) Flare

4 Magazines Page 4 Women's magazines geared towards a different audience: 1) better homes and gardens (7.6M) 2) O Magazine (2.4M) 3) Redbook (2.2M) 4) Martha Stewart Living (2.1M) Sexual literacies Playboy/Cosmopolitan culture were born in the era o f the sexual revolution (1960s) - Hugh heftner coined the era of the bachelor Give us vocabulary and models to emulate, in terms of sexuality Not representative of the whole range of sexual activities and identities (sexual folklore) - Stimulates a spiral of silence Bonnie Fuller (Canadian) has made an impact on global magazine culture for women, lifestyle, and tabloid news. - Editor of Shape, YM, Flare, Marie Claire, Glamour, US Weekly, Star, and Cosmopoliton - Responsible for the invention of sex + numerology trend - Also vocalized the pattern of personal connection with celebrities by magazine readers (news about their friends) Teen and Tween titles: aspirational maturity, indi-filiation Started in the 90s Shortlived - Sugar, ELLEgirl, ym, and COSMOgirl are now dead - young people prefer to have their magazine content online only. Targets girls 70% of teens read magazines in order to see what's new/now/next - impressionable target market Editorial voice is very powerful: best friend, older sister, mentor voice (somebody you can trust who gets you) Aspirational maturity and sexualization because girls want to grow up/have their own individuality - Sexualization of young celebrities causes moral panic, which comes from the pressure for young people to emulate celebrities 7-14 years is very impressionable: cumulative effect of having bodily dissatisfaction that results in unrealistic expectations for beauty, eating disorders and low self esteem Photoshop also provides unrealistic representations - UK is moving to adding a health disclaimer for photo manipulation - Photoshop-free authenticity: celebrities without makeup, "I have cellulite", etc. Indi-filiation being special yet fitting in - Being an individual but being part of your friend-groups - Norm to your friends so you feel like you belong -

5 Magazines Page 5 - Most young people's magazines Young people's magazines have a Pedagogic function: the science of teaching and learning; tastemaker, mentor, and lifestyle coach - Ideas about what we should buy/where/looklike affiliate marketing (sponsored haul videos) Tell us the "way to be" SELLING MAGAZINES 60 % don't last a year Covers Considered the most important advertisement Scan covers and make choices/impulse buy based on topics covered and who is featured on the cover - Choices made by the glance effect Has taglines and teasers The cover: key advert in the competition Advertorials, complimentary copy, ad pull policies Advertorials editorial layout that looks like part of the magazine - Public trust in paid media is declining - We trust each other instead of advertisements - Will have some sort of disclaimer or brand identification - Authenticity drops when its obvious paid media - Especially popular in teen magazines Complimentary Copy want their advertisements appear in close proximity to an actual article that says you should use that type of product to improve your life. - Placement in magazine Ad pull policy seeking to avoid controversy, advertisers demand advance content review before their advertisements run. - advertisers don't want to contradict their message with the magazine content We trust word of mouth, online reviews, but not advertisements. - Paid media has less credibility. -

6 Magazines Page 6 - Trust in earned media is going up Shop-and-share elites with massive followings (vloggers) Best vloggers are sponsored YouTube partnership program is skewed towards female beauty reviews Vloggers have an amazing power over an easily influenced demographic - Succeed in capturing the attention of teenagers, so they should be taken seriously by brands Magazine publishing & distribution Walmart FX Walmart sells 25% of all magazines - have a small slice of the magazines in publication; there's a mainstream of magazine taste - Limited shelf space - We lose smaller magazines Bricks vs. clicks titles in the Amazon bookstore Cover is extremely important Digital newsstands Forecast that more than half of internet users will use tablets by 2015 Early adopters sold lots of copies out of consumer curiosity Monetizing tablet audiences is the industry's biggest challenge and opportunity in coming years to make up for print declines Media Convergence: Print to TV TV guide Specialty cable channels CosmoTV launched in Focuses on sex, beauty, drama, friends - What you would expect from the magazine - Makeover shows, reality TV, Sex and the City reruns Playboy TV Program sponsorships Magazine sponsored reality TV shows - deep product integration - Keeps brand charismatic and in conversation - Can't skip these advertisements Web broadcasts Magazines YouTube channels: behind the scenes, how-to videos -

7 Magazines Page Maxim model shoots Martha Stewart high-production instructional videos exclusively available to AOL and hulu subscribers Media Convergence: print to web Real time results and news-breaking information is available through Twitter first (tabloids and sports magazines) Free content on the web - Rich media, interactive content: you may have all your desires for magazines fulfilled without having to pay for anything Content is already available online: how can magazines drive subscription when so much is available for free online? - Websites must have up-to-date information: we don't want a digitized copy of the print version - Bonnie Fuller Socializing magazines Sports Illustrated "Live from London" free app gives up to date information about the Olympics Rollingstone doesn't want to give away their content, so they have a free music app emarketer report expects a double-digit online revenue gain in 2013 that will balance print revenue loss Strategies: 1) Lock it up: paywall exclusivity - Gives you VIP content that you can't get anywhere else - Gives you a small taste, but you can't get the whole story without subscribing 2) Give it away: increases brand impressions, awareness, traffic. - Dramatic growth and awareness - Driving digital traffic and exposure Magazines need to be developed on social streams in order to engage next generation readers. Media use begets media use. It's about complimentary 56% of avid magazine readers follow a magazine on Twitter, Facebook, or Pinterest 52% have liked magazine on Facebook Social media enriches the magazine reading experience and allows readers to create a community around magazines they know and love. - Social updates - Push marketing [ex] Rolling Stone gives away user generated content through social media - music news through the eyes of the fans Better Homes and Gardens sponsors a pin and win curation contest on Pinterest Esquire magazine has a Twitter account that tweets updates that will encourage you to read the magazine. Some magazines are pinning inspirational photos from their magazines that we repin - increases virality of the content Personalized social magazines: Flipboard - Shows updates from all social networks million users in 8 months Tabloidization, personalization: Makes all your friends seem like celebrities (Taploid) Disintermediation Brands are the new publishers and producers. New intermediaries - Between the readers and the magazine publishers - Trusted brands assemble all the articles on a particular topic from respectable publishers in one place. - Makes it difficult for print copies to compete Facebook becomes the magazine publisher. New intermediaries: brand journalism News reportage, feature articles, interviews, videography, photojournalism sponsored and gathered by a brand

8 Magazines Page 8 Brand journalism/ecommerce Content marketing - about convenience New mobilities: QR (quick response) codes, apps & maglets QR codes: 2200 QR codes in top print magazines (61% increase quarter on quarter in 2012) - Ralph Lauren was an early adopter. - Free printer giveaway expanded contact base - Mazerotti ringtone - QR code on esquire magazine cover leads you to a trailer for the magazine. Early adopters made conversion to tablets through PDF versions Contemporary magazines are maglet by design: interactive and configured for screen (ipad) Brands have a suite of branded magazine apps: - Women's Health has workout, yoga, smoothie apps - Martha Stewart repurposes the content of her magazine into individual apps (recipes) - Parents magazine creates application that are flashcards for your baby - Brides magazine application is GPS enabled to help brides find their specific dress - Vogue exclusivity app gives content that wouldn't fit in the magazine space for 99 cents (publishers needed to monetize) - Vanity Fair: the making of the sopranos 63-page Ebook was $1.99

9 Magazines Page 9 Magazine Readings Thursday, October 18, :07 PM General Interest THE RISE OF GENRAL INTEREST MAGAZINES Pg After the war and through the 1950s, general-interest magazines were the most prominent publication, offering occasional investigative articles, but also covering a wide variety of topics aimed at a broad national audience. A key aspect of these magazines was photojournalism the use of photos to document the rhythms of daily life - Visual advantage over radio 55 magazines in this category in 1920 grew to more than 100 by Saturday evening post was the first magazine to reach 2 million in circulation - Printed popular fiction and romanticized American virtues through words and pictures. Reader's Digest was the nation's most popular magazine in In the mid-1980s it was the world's most popular magazine - In 2009 they filed for bankruptcy protection. Time magazine - developed a magazine brand of interpretive journalism, assigning reporter-researcher teams to cover stories while a rewrite editor would put the article in narrative form with an interpretive point of view. Life - life developed an effective strategy for competing with popular radio by advancing photojournalism - combined public s fascination with images, radio journalism, and the popularity of advertising and fashion photography Pass-along readership The total number of people who come into contact with a single copy of a magazine DECLINE OF GENERAL INTEREST MAGAZINES Pg the decline of the weekly general-interest magazines, which had dominated the industry for more than thirty years, began in the 1950s - Many magazines that folded were victims of changing consumer tastes, rising postal costs, falling ad revenues, and the introduction of television. TV guide appeared in 1953 with a pocket-size format emulated from Reader s Digest and the supermarket sales strategies used by women s magazine as a response to the impact of television - Demonstrated America's new interest in specialization magazines Rupert Murdoch purchased TV Guide to ensure that programs from the Fox Network (which he also owned) would be listed. Many large magazines folded because of costs. - First, To maintain high circulation figures, their publishers were selling the magazines for far less than the cost of production. - Second, the national advertising revenue pie that helped make up the cost different now had to be shared with network television- and magazines slices were getting smaller. It was more expensive to run a full page ad then a 1 minute commercial on evening television - Third, dramatic increases in postal rates had a particularly negative effect on over-sized

10 Magazines Page 10 publications In March 1974, Time Inc. launched People, the first successful mass market magazine to appear in decades - Used celebrity profiles and human-interest stories - Instead of using a bulky oversized format and relying on subscriptions, People downsized generated most of its circulation revenue from newsstand and supermarket sales - The content was supported by plenty of photos, its short articles are about 1/3rd the length of the article in typical newsmagazines Convergence: Magazines Confront the Digital Age Pg. 270 The relationship between magazines and the internet: The Internet gives magazines the ability to do things that they couldn't do in print The Internet was initially seen as a medium that would kill print magazines Some print magazines that have folded are finding new life on the Internet Online-only magazines have gained journalistic credibility Specialization Pg The general trend away from mass market publications and towards specialty magazines coincided with radio's move to specialized formats in the 1950s. Magazines are now divided by advertiser type: Consumer Magazines: Carry a host of general consumer product ads [ex] O Magazine, Cosmo Business or Trade Magazines: includes ads for products and services for various occupational groups [ex] Advertising Age, Progressive Grocer Farm magazines: Contain ads for agricultural products and farming lifestyles [ex] Daily Herd Management, Dakota Farmer Magazines can also be categorized by the demographic characteristics of their target audience, or an audience interest area. MEN'S AND WOMEN'S MAGAZINES Pg. 273 Magazines that focused more on adult subject matter. Hugh Heftner's Playboy magazine was the first adult magazine published - Contained nude photos, and male-focused articles - After the success of the first issue, Playboy magazine peaked in the 1960s. However, it's popularity slowly declined due to criticism for objectifying women, as well as competition from imitators, video, and new magazines that have shifted their focus to include health and lifestyle articles. Historically, women's magazines focused on cultivating the image of women as homemakers and consumers. As the women's movement advanced in the 1960s, magazines that included contemporary and sophisticated articles about feminism, sexuality, and career/politics emerged SPORTS, ENTERTAINMENT, AND LEISURE Pg This category of magazines addresses a wide range of readers, targeting their audiences based on

11 Magazines Page 11 hobbies and personal interests. Within categories, magazines can be specialized further to target more specialized demographics (women vs. men, young vs. old, geographical specializations). Sports Illustrated has been the most popular sports and leisure magazine since it was launched in 1954 by Henry Luce's Time Inc. - Initially targeted at well-educated, middle-aged men - Covers a wide range of article topics, from the highly criticized annual swimsuit edition to major investigative pieces on land conservation Magazines that are devoted to music are considered examples of leisure magazines [ex] Rolling Stone National Geographic was founded in 1888 by Gardiner Green Hubbard and Alexander Graham Bell - Promotes human geographical and helped pioneer colour photography in First publication to publish both underwater and aerial photographs - Recognized as one of the country's best magazines for its reporting and photojournalism MAGAZINES FOR THE AGES Pg. 275 Magazines can be categorized based on the age of their target readers. Since the first children's magazine emerged in the late 1700s, many magazines have competed to grab the attention of preschool and elementary school children - Highlights for Children had the highest circulation in this category in 2010 The leading female teen magazines have shown substantial growth - Seventeen Magazine dominates this category - Many established magazines responded to the growing popularity of the teen market by introducing specialized editions [ex] Teen Vogue The magazines that are aimed at men in their twenties tend to promote themselves with cover headlines that depict content about sex, sports, beer, gadgets, clothes, and fitness In targeting audiences by age, the most dramatic success has come from magazines aimed at readers over age fifty - These publication try to meet the cultural interests of older Americans, who historically have not been prominently featured in mainstream consumer culture [ex] AARP The Magazine - Article topics include lifestyle, travel, money, health, and entertainment ELITE MAGAZINE Pg. 275 Characterized by their combination of literature, criticism, humor, and journalism and by their appeal to highly educated audiences [ex] The New Yorker, Atlantic Monthly, Vanity Fair, and Harper's - The New Yorker has established itself as a magazine that is aimed at a national upscale audience, and is known for introducing some of the finest literary journalism of the twentieth century MINORITY MAGAZINES Pg Target readers from minority groups: African American antislavery magazines existed before the Civil War John H. Johnson is renowned for his role in African American-targeted publications - Negro Digest was introduced in Ebony, a picture-text magazine modeled after Life was released in 1945 The Advocate, founded in 1967, was the first major magazine to address issues of interest to gay men and lesbians, publishing journalism about antigay violence, policy issues affecting the LGBT community, and AIDS - topics that are not often covered by the mainstream press Magazines appealing to Spanish-speaking readers have developed rapidly since the 1980s -

12 Magazines Page 12 - The De Armas Spanish Magazine Network began distributing Spanish-language versions of mainstream American magazines Although national magazines aimed at other minority groups were slow to arrive, there are magazines now that target virtually every race, culture, and ethnicity. TABLOID TITLES Pg. 278 Supermarket Tabloids Newspapers that feature bizarre human-interest stories, gruesome murder tales, violent accident accounts, unexplained phenomena stories, and malicious celebrity gossip Push the limits of both decency and credibility Tabloid history can be traced to newspapers' use of graphics and pictorial layouts in the 1860s and 1870s, but the modern US tabloid began with the founding of the National Enquirer in Founder, William Randolph Hearst, originally aimed to "fight for the rights of man" and "human decency and dignity", but re-established the magazine's reputation in the interest of profits - Popularity inspired other tabloids like Star A tabloid style by general-interest magazines has been adopted by People and US Weekly Departments and duties Pg The establishment of a magazine can be relatively inexpensive, only requiring computer-based desktop publishing A computer technology that enables an aspiring publisher/editor to inexpensively write, design, lay out, and even print a small newsletter or magazine For larger operations, the work is divided into departments EDITORIAL AND PRODUCTION Produces its content, excluding advertisements The editorial chain of command: 1) Publisher 2) Editor in chief 3) Managing editor 4) Subeditors - oversee editorial functions such as photography, illustrations, reporting/writing, copyediting, layout, and print and multimedia design 5) Contributing staff writers - specialists in certain fields and freelance writers The production and technology department maintains the computer and printing hardware necessary for mass market production. Given the frequency of magazine publication, it isn't financially practical for most magazine companies to maintain expensive print facilities. Most magazine companies digitally transport magazine copies to various regional printing sites for the insertion of local ads and for faster distribution. ADVERTISING AND SALES Secures clients, arranges promotions, and places ads Magazines are heavily reliant on advertising revenue - The more successful the magazine, the more it can charge for advertising space - Magazines provide their advertisers with rate cards, which indicate how much they chage for a certain amount of advertising space on a page - Almost all magazines offer percent rate discounts to advertisers The average magazine is 50% advertisements, 50% editorial material Some magazines have decided not to carry ads and rely solely on subscriptions and newsstand

13 Magazines Page 13 sales instead There is immense pressure on magazines not to offend potential advertisers, who will cancel ads if they are featured in an unflattering or critical article Magazines began introducing different editions of their magazines to attract advertisers Regional Editions National magazines whose content is tailored to the interests of different geographic areas. Split Run Editions Editions of national magazines that tailor ads to different geographic areas - The editorial content remains the same, but the magazine includes a few pages of ads purchased by local or regional companies Demographic Editions National magazines whose advertising is tailored to subscribers and readers according to occupation, class, and zip-code address - Guarantee advertisers a particular magazine audience [ex] Time magazine developed special editions of its magazine for top management, high-income zipcode areas, and ultrahigh-income professional/managerial households CIRCULATION AND DISTRIBUTION Monitors single-copy and subscription sales. In 1950, newsstand sales accounted for about 43% of magazine sales, but have fallen to 10% today, with subscription sales making up the remaining 90%. - Magazine companies encouraged consumer to renew in advance of their actual renewal dates so they can invest and earn interest on early renewal money - Evergreen subscriptions Those that automatically renew on a credit card account unless subscribers request that the automatic renewal be stopped - Controlled circulations Providing readers with the magazine at no charge by targeting captive audiences such as airline passengers or association members

14 Magazines Page 14 Magazine Specialization Podcast Friday, October 12, :00 PM The trend in the magazine industry is away from general mass market publications towards specialty magazines. Magazines are divided by advertiser type, so we have consumer magazines and trade magazines Also categorized by target audience - Democratic segmentation and reader interest divide the audience into niches. - We have specialty publications that serve them To survive in difficult economic times, print magazines are experimenting with innovative media conversion initiatives. They are syncing their paper and digital publications, and shifting form a broadcast model to a more social distribution model of production Magazines have always been a mobile media format With mainstream adoptions of smartphones and tablets, magazine publishers are moving in the direction of designing more apps and developing their social properties and streams. Sports Illustrated In the category of leisure magazines, sports fans have been turning to SI since 1950s. - General publication that covers all major sports - Most successful title in its category SI has been successful in the new social media ecosystem Keeps fans engaged by leveraging their amazing archive of photos - Social media brand managers tweet historical snapshots from the "SI Vault" - Tweeting photos of celebrity sports figures and landmark events has nostalgic appeal for an older demographic. - Photographs are perfect for attention-challenged younger readers. Sports Illustrated has been repurposing its content for the age of Facebook and Twitter Annual swimsuit edition is guaranteed to cause jump in news stand sales each year. SI was one of the first magazines to release a tablet-friendly issue, the planning for which started before the tablet was even released. By 2012, SI and all other "Time" publications had arrived on the ipad newsstand. SI released the "Live from London" ipad app, complete with live results, scores, and "medal leader board" from the summer olympics. - Photos, videos, and live tweets from onsite reporters Rolling Stone Also in the leisure category of magazines, Rolling Stone has been on newsstands since the mid 1960s Keeps fans engaged by using the hashtag #RSFest - Aggregates fan generated content on their social media hub, which is called Rsfans - Generates an ongoing conversation between magazine staff and readers/fans - Rolling stone covers every music event and award show year round, and it's all accessible through the RS fans page with Facebook, Twitter, and Instagram integration. Rollinstone released its 3rd ipad app, which brings personalized breaking news updates, and exclusive photo and video content. - Digital extras that don't compete with paper edition. Rolling stone's social media strategy aims to drive community, connection, engagement, and brand awareness than generating revenue via their social and mobile channels Rolling stone released a crowd-sourced campaign that allowed readers to vote on which artists

15 Magazines Page 15 should appear on the "Women who Rock" issue. - Last summer rolling stone held a similar contest that allowed readers to vote for 1 of 16 unknown brands to receive a magazine cover spot and a record deal. High digital IQ - lets fan power drive the brand towards what readers find most relevant - Come up with innovative ways to give readers a sense of platform ownership. Vanity Fair Vanity Fair is an elite social title Early adopter of the ipad Recently released a new iphone app with tons of digital extras which coincided with their decision to pullback from delivering some of their content through the intermediary, called flipboard. Opting to place their content on owned media properties, such as sites and mobile apps Releasing their content in new formats - Ebook: Making of the Sopranos - Ebooks are extended pieces from the print edition - Created from the extra content ("embarrassment of riches") that results from fruitful interviews and photo features. - Repurposing interview content from a magazine as an Ebook lets Vanity Fair work around the limitations of space in a print edition. As magazines shift to nichified specialized formats, the top titles have innovated and experimented with mobile and social brand extensions and digital story telling tools. Following and leading their readers into the digital ecosystem of tablets, social extensions, and new ways to meet our desire for instantaneity; all content at any time across all devices

16 Magazines Page 16 Magazines Quiz Monday, December 10, :39 AM 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) The word magazine comes from the French term magasin, meaning storehouse. True Claiming over six million unique monthly visitors, is currently the leading online magazine. A. Wonderwall B. Elle Girl C. Salon D. Wired.com E. Slate In terms of ownership structure and business models, the magazine industry has the most in common with which other form of mass media? A. Cable television B. The recording industry C. Movies D. The Internet E. Book publishing The Ladies' Home Journal reached a circulation of one million in 1903 by focusing solely on women's interests in baking and fashion. False Hugh Hefner's Playboy magazine became an instant success in 1953, thanks in part to. A. articles that criticized divorced and working women B. sending free copies to one million male college students C. insightful feminist articles D. an expensive TV ad campaign E. a nude calendar foldout of Marilyn Monroe The Saturday Evening Post continued the muckraking tradition especially by criticizing business corruption into the 1920s. False Life magazine was able to compete with the popular radio programs of the 1930s and 1940s by running popular fiction, first-person news reports, and other text-based features. False For many years Reader's Digest was the most popular magazine in the world. True Which magazine was the foremost outlet for photojournalism in the mid-twentieth century? A. Life B. The Nation C. The Saturday Evening Post D. The North American Review E. Harper's Media baron Rupert Murdoch bought TV Guide in 1988 because. A. he wanted to change the magazine's liberal editorial policy B. he was afraid it would go out of business without him C. it was one of the world's most profitable magazines D. he wanted to ensure that programs for his Fox network would be listed E. he enjoyed reading the magazine

17 Magazines Page 17 11) Among magazines that target audiences by age, the most dramatic recent success has come from those aimed at. A. thirty- to forty-year-olds B. tweens C. adults over fifty D. young adults E. children 12) An example of the way in which an online magazine might be different from a print magazine is. A. it might feature video and audio B. it might allow readers to click on an item in a story and be taken to an online store where they can purchase it C. All of the options are correct. D. it might use an innovative layout that is only possible online E. it might feature interactive 3-D models