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COMM103: Introduction to Mass Media

Unit 5: Magazines   There is a reason why magazines follow newspapers in the order through which you are encountering media industries: magazines and newspapers have shared many traits, from their reliance on the technology of print production and challenges involving distribution to their present struggle to sustain profitable business models in the face of an onslaught of competition from the Internet and a rapidly changing environment due to digital technology.  One significant difference between newspapers and magazines, however, has been longevity.  A day or a week later, there was always a new newspaper, but magazines hung around longer and were often passed from consumer to consumer.  The top newspapers also retained, even to this day, a local or regional grounding in their content and emphasis, while magazines, at least in their heydays, became national and even international in their scope.  As you proceed through the units of this course, begin to build in your mind – or in the table of notes it is recommended you develop – the significant differences in media, even when they rely on similar technology and other production traits.  You will discover by doing so that the differences you identify often reflect important characteristics of the needs of media consumers and thus about their cultures, too.

Unit 5 Time Advisory
This unit should take approximately 5.75 hours to complete.

☐    Subunit 5.1: 3 hours

☐    Subunit 5.2: 0.5 hours

☐    Subunit 5.3: 0.5 hours

☐    Subunit 5.4: 0.5 hours

☐    Subunit 5.5: 0.5 hours

☐    Subunit 5.6: 0.75 hours

Unit5 Learning Outcomes
Upon completion of this unit, the student will be able to: - Define, break into categories (when possible), and provide examples of the following with respect to the magazine industry: format, specialization, and archiving. - Identify significant social, political, economic, and technological milestones in the history of magazines and explain their significance. - Describe cultural traits that influenced the development of magazines and also when, why, and how they played a role in cultural developments. - Contrast magazines with newspapers. - Discuss past and current consequences of advertising’s role in the magazine industry. - Name the most successful or influential magazines in the industry and explain the basis of their popularity. - Show how print magazines have adapted to an online market.

5.1 History of Magazine Publishing   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 5, Section 1: History of Magazine Publishing” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 5, Section 1: History of Magazine Publishing” (PDF)
 
Instructions: Focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.  Note that this reading will also cover the material you need to know for subunits 5.1.1–5.1.4.
 
Reading these sections should take approximately 15 minutes.  Completing the exercises associated with these sections may require an additional 45 minutes.

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.
  • Lecture: Utah Valley State College: Phil Gordon’s COMM 1500: Introduction to Mass Communication: “Episode 06 – Magazine History and Episode 07 – Evolution and Business of the Modern Magazine” Link: Utah Valley State College: Phil Gordon’s COMM 1500: Introduction to Mass Communication“Episode 06 – Magazine History and Episode 07 – Evolution and Business of the Modern Magazine” (MP4)

    Instructions: Please watch both of these episodes by focusing on how the explanations and examples the program hosts and student guests provide supplement the textbook readings.  In particular, listen for content which relates to the unit outcomes and take notes accordingly, especially when someone uses a specific example to illustrate a point.  Moreover, if you are not as familiar with American media as the textbook assumes you are, you might benefit from listening carefully to the discussions and then writing down the names of media, media personalities, or media products with which you are unfamiliar.  When you’ve finished watching, use the Internet to research any unfamiliar references so that you will be prepared if those references appear in the final exam.

    Watching these lectures should take approximately 2 hours.

    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

5.1.1 Early Magazines   Note: This subunit and the subunits beneath (5.1.1.1–5.1.1.2) are covered by the reading assigned for subunit 5.1.  They are introduced by major or minor subheadings in section 5.1 of the textbook.  Please focus on using this material to develop a timeline of important developments so that in the future you will have an efficient way to study how this industry evolved.

5.1.1.1 Germany, France, and the Netherlands Lead the Way   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.1.2 British Magazines Appear   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.2 American Magazines   Note: This subunit and the subunits beneath (5.1.2.1–5.1.2.4) are covered by the reading assigned for subunit 5.1.

5.1.2.1 Mass Appeal Magazines   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.2.2 The Saturday Evening Post   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.2.3 Youth’s Companion   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.2.4 Price Decreases Attract Larger Audiences   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.3 Early Twentieth-Century Developments   Note: This subunit and the subunits beneath (5.1.3.1–5.1.3.2) are covered by the reading assigned for subunit 5.1.

5.1.3.1 Newsmagazines   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.3.2 Picture Magazines   Note: This subunit is covered by the reading assigned for subunit 5.1.

5.1.4 Into the Twenty-First Century   Note: This subunit is covered by the reading assigned beneath subunit 5.1.  It is introduced by a major or minor subheading in section 5.1 of the textbook.  Please recognize that the materials covered in this subunit are mostly projections.  Your appreciation for this content would benefit from a critical examination of those projections.  Are they accurate and generalizable well into the future?  Do they take into account developments in other countries which may influence what happens in the United States?  Has the author missed an important factor that may change the way the future looks?

5.2 The Role of Magazines in the Development of American Popular Culture   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 5, Section 2: The Role of Magazines in the Development of American Popular Culture Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 5, Section 2: The Role of Magazines in the Development of American Popular Culture” (PDF)
 
Instructions: Focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.  Note that this reading will also cover the material you need to know for subunits 5.2.1–5.2.4.
 
Reading this section should take approximately 15 minutes.  Completing the exercises associated with this section may require an additional 15 minutes.

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

5.2.1 Advertising for a National Market   Note: This subunit is covered by the reading assigned beneath subunit 5.2.  While you are reading this material, realize that this course does not include a unit on advertising or public relations, although the textbook does include chapters on those units.  As a result, you should read this particular section by devoting special attention to the influence of advertising not only on the media but also on the cultures which support media.

5.2.2 Popular Literature in Magazines   Note: This subunit is covered by the reading assigned beneath subunit 5.2.  Please focus on the traits of magazines that feature popular literature, how those traits differ from the traits of magazines with different foci, and what criteria led to the success or failure of this type of magazine compared to others.

5.2.3 Pulp Magazines   Note: This subunit is covered by the reading assigned beneath subunit 5.2.  Please focus on the traits of this type of magazine, how those traits differ from other types, and what criteria lead to the success or failure of this type of magazine compared to others.

5.2.4 Entertainment Magazines   Note: This subunit and the subunits beneath (5.2.4.1–5.2.4.2) are covered by the reading assigned for subunit 5.2.  Please focus on the traits of these two types of magazines, how those traits differ from other types, and what criteria lead to their success or failure.

5.2.4.1 Teen Magazines   Note: This subunit is covered by the reading assigned for subunit 5.2.

5.2.4.2 Celebrity Magazines   Note: This subunit is covered by the reading assigned for subunit 5.2.

5.3 Major Publications in the Magazine Industry   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 5, Section 3: Major Publications in the Magazine Industry” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 5, Section 3: Major Publications in the Magazine Industry” (PDF)
 
Instructions: Please focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.  Note that this reading will also cover the material you need to know for subunits 5.3.1–5.3.5.
 
Reading this section should take approximately 15 minutes.  Completing the exercises associated with this section may require an additional 15 minutes.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee.

5.3.1 High-Circulation Magazines   Note: This subunit and the subunits beneath (5.3.1.1–5.3.1.2) are covered by the reading assigned for subunit 5.3.  They are introduced by major or minor subheadings in section 5.3 of the textbook.  You will discover that the subheadings in these readings are actual magazines published in the United States.  These are some of the leading magazines in the United States, but if you are from a different country – or if you have experience living in a different country –you might want to compare these magazines with what you would identify as leading magazines in other countries.  Chances are, you will find many similarities but also some differences that are driven by the culture and socioeconomic environments in which they evolved.

5.3.1.1 AARP the Magazine and AARP Bulletin   5.3.1.2 Reader’s Digest   5.3.2 News Magazines   Note: This subunit and the subunits beneath (5.3.2.1–5.3.2.2) are covered by the reading assigned for subunit 5.3.

5.3.2.1 Newsweek   5.3.2.2 Time   5.3.2.3 U.S. News & World Report   5.3.3 Women’s Magazines   Note: This subunit and the subunits beneath (5.3.3.1–5.3.3.4) are covered by the reading assigned for subunit 5.3.

5.3.3.1 Ladies’ Home Journal   5.3.3.2 Good Housekeeping   5.3.3.3 Better Homes and Gardens   5.3.3.4 Cosmopolitan   5.3.4 Men’s Magazines   Note: This subunit is covered by the reading assigned beneath subunit 5.3.

5.3.5 Celebrity Magazines   Note: This subunit and the subunits beneath (5.3.5.1–5.3.5.4) are covered by the reading assigned for subunit 5.3.

5.3.5.1 Sports Illustrated   5.3.5.2 People   5.3.5.3 OK!   5.3.5.4 Us Weekly   5.4 How Magazines Control the Public’s Access to Information   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 5, Section 4: How Magazines Control the Public’s Access to Information” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 5, Section 4: How Magazines Control the Public’s Access to Information” (PDF)

 Instructions: Please focus on understanding the terms used in the
readings and how they drive the review of this unit.  In addition,
keep the outcomes listed above in mind as you read so that you are
not only absorbing facts but also the examples, relationships, and
theories that will enable you to use the information you encounter
in the manner the outcomes describe.  Note that this reading will
also cover the material you need to know for subunits 5.4.1–5.4.4.  

 Reading this section should take approximately 15 minutes. 
Completing the exercises associated with this section may require an
additional 15 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

5.4.1 Format   Note: This subunit is covered by the reading assigned beneath subunit 5.4.  As you complete these readings, think about whether the traits described produce information bias or information restraint and whether bias and restraint are the same or different with respect to the public’s access to information.  For example, is biased information better than no information?  Are business decisions which restrain what a magazine publishes also a form of bias?  Why or why not?

5.4.2 Choice to Publish   Note: This subunit is covered by the reading assigned beneath subunit 5.4.

5.4.3 Editorial Leanings   Note: This subunit is covered by the reading assigned beneath subunit 5.4.

5.4.4 Online News Sources   Note: This subunit is covered by the reading assigned beneath subunit 5.4.

5.5 Specialization of Magazines   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 5, Section 5: Specialization of Magazines” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 5, Section 5: Specialization of Magazines” (PDF)

 Instructions: Please focus on understanding the terms used in the
readings and how they drive the review of this unit.  In addition,
keep the outcomes listed above in mind as you read so that you are
not only absorbing facts but also the examples, relationships, and
theories that will enable you to use the information you encounter
in the manner the outcomes describe.  Note that this reading will
also cover the material you need to know for subunits 5.5.1–5.5.6.  

 Reading this section should take approximately 15 minutes. 
Completing the exercises associated with this section may require an
additional 15 minutes.  

 Terms of Use: This text was adapted by The Saylor Foundation under
a [Creative Commons Attribution-NonCommercial-Share-Alike 3.0
License](http://creativecommons.org/licenses/by-nc-sa/3.0/) without
attribution as requested by the work’s original creator or licensee.

5.5.1 Professional Trade Publications   Note: This subunit is covered by the reading assigned beneath subunit 5.1.  The key to understanding magazine specialization is recognizing the audiences those magazines target.  As you encounter the different types of magazines in this area, try to sketch in your mind who reads the magazine, what his or her traits are, and what motivations drive that person to seek out information the magazine provides.

5.5.2 Scholarly Publications   Note: This subunit is covered by the reading assigned beneath subunit 5.1.

5.5.3 Religious Group Publications   Note: This subunit is covered by the reading assigned beneath subunit 5.1.

5.5.4 Political Group Publications   Note: This subunit is covered by the reading assigned beneath subunit 5.1.

5.5.5 Pulp and Genre Fiction Magazines   Note: This subunit is covered by the reading assigned beneath subunit 5.1.

5.5.6 Hobby and Interest Magazines   Note: This subunit is covered by the reading assigned beneath subunit 5.1.

5.6 Influence of the Internet on the Magazine Industry   - Reading: Understanding Media and Culture: An Introduction to Mass Communication: “Chapter 5, Section 6: Influence of the Internet on the Magazine Industry” Link: Understanding Media and Culture: An Introduction to Mass Communication“Chapter 5, Section 6: Influence of the Internet on the Magazine Industry” (PDF)
 
Instructions: Please focus on understanding the terms used in the readings and how they drive the review of this unit.  In addition, keep the outcomes listed above in mind as you read so that you are not only absorbing facts but also the examples, relationships, and theories that will enable you to use the information you encounter in the manner the outcomes describe.  Note that this reading will also cover the material you need to know for subunits 5.6.1–5.6.4.
 
Reading this section should take approximately 15 minutes.  Completing the exercises, end-of-chapter assessment, critical thinking questions, and career connection associated with these readings may require an additional 30 minutes to complete.
 
Terms of Use: This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee.

5.6.1 Online-Only Magazines   Note: This subunit is covered by the reading assigned beneath subunit 5.6.  As you read this material, focus on how online-only magazines differ from print magazines.  Try to decide which type has the most sustainable business model and why.  Keep in mind the role competition as well as production costs can have on a publication’s viability and consider visiting some of the sites discussed to compare their traits to print magazines.

5.6.2 Magazine-Like Websites   Note: This subunit is covered by the reading assigned beneath subunit 5.6.  Use this reading to compare the original with its spin-off.  How are magazine-like websites similar to and different from print magazines?  Is the format equally transferable into a digital format?  What important qualities are lost or gained when a reader can no longer flip through the pages?  Consider visiting a few of the websites mentioned in the readings to confirm your impressions.

5.6.3 Print Magazines with Online Presences   Note: This subunit is covered by the reading assigned beneath subunit 5.6.  Please pay attention to how an online presence can enhance a print magazine’s reputation and reach.  Are there any downsides to this relationship?  Does it vary by publication?  If so, which ones and why?  Remember, there is great value in applying concrete examples from your own experience to the materials presented in the readings: You will retain the information and use it on the final exam much more effectively.

5.6.4 Is Print Dead?   Note: This subunit is covered by the reading assigned beneath subunit 5.6.  According to the British musical duo known as The Buggles, “Video Killed the Radio Star.”  As you read the material in this section, focus on what the author of the textbook and other theorists are claiming is killing print media and also ask yourself whether it is the media itself or just its medium (its format) that passes away.