Magazines lecture notes com130
- 3. Consmer behavior 210.7 214.1 215.7 216.5 221.9 225.2 0 50 100 150 200 250 2012 2013 2014 2015 2016 2017 Numberofreadersinmillions Note: United States; 2012 to 2017; 18 years and older; measured magazine titles excluding Sunday magazine and newspapers Further information regarding this statistic can be found on on page 62 Source(s): GfK; I 31 Number of magazine readers in the United States from 2012 to 2017 (in millions) Number of magazine readers in the U.S. 2012-2017
- 4. Meet Mr. Magazine,Samir Husni Professor Husni has tracked the new launches of magazines yearly for decades. Check out his website to see how many magazine were launched each year. Mr. Magazine website The latest figures show that there were 7,176 magazines in circulation in the United States in 2017. In the modern age, magazines are now available in printed or electronic formats.As of 2018, the printed magazine industry remained popular with consumers.
- 5. Overview 27 12 8 6 6 5 5 4 4 4 4 4 3 3 3 0 5 10 15 20 25 30 Special interest Regional Crafts/games/hobbies Automotive Health/wellness Cannabis Comics Arts Black/ethnic Fashion Literary Travel Food Home Music Number of new magazines Note: United States; 2017 Further information regarding this statistic can be found on page 41. Source(s): MPA; Mr. Magazine; ID 238598 7 Number of magazines launched in the United States in 2017, by category Magazine launches in the U.S. in 2017, by category
- 6. Market leaders 39% 34.4% 24.5% 23.6% 22.1% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Entrepeneur Town & Country Popular Science W Veranda Year-on-year audience growth rate Note: United States; 2017; includes consumers of print and digital editions, desktop/laptop unique visitors to websites, mobile unique visitors to websites and video unique viewers Further information regarding this statistic can be found on page 51. Source(s): MPA; GfK; Ipsos; comScore; Nielsen; MarketingCharts; ID 475090 18 Fastest growing magazine brands in the United States in 2017 Fastest growing magazine brands in the U.S. 2017 Market leaders 50.92 41.89 35.42 31.34 22.53 16.43 16.29 15.2 14.88 13.69 0 10 20 30 40 50 60 ESPN The Magazine People WebMD Magazine Allrecipes New York Magazine Time Cosmopolitan Us Weekly The Atlantic Good Housekeeping Number of unique visitors in millions Note: United States; September 2018; 18 years and older; iOS and Android Further information regarding this statistic can be found on page 53. Source(s): MPA; comScore; ID 208813 20 Number of unique mobile visitors to websites of select U.S. magazines brands in September 2018 (in millions) Magazines with largest mobile audience in the U.S. 2018
- 7. History of Magazines In Europe: • The Review, the first political magazine appeared in London in 1704 • Edited by Daniel Defoe, Printed sporadically until 1713 Other magazines from this time • Tatler, Spectator, Gentleman’s Magazine In America: 1741: Andrew Bradford published American Magazine. A few days later, Ben Franklin published General Magazine . Both failed (63 percent of all new magazines fail to survive their first year)
- 8. U.S. Magazines In 1776 there were about 100 magazines Growth of the magazine industry was slow after the revolution. High delivery costs Still, most communities had their own weekly magazine by 1825. Harper’s Monthly launched in 1850 and is still published today. In 1860, there were 260 magazines. Ladies Home Journal was launched in 1881. Most were general interest— wide content publications.
- 9. 19th Century Magazines In 1900, there were 1,800 magazines!Why the boom?The PostalAct of 1879 gave them special cheaper mailing rates. Specialized magazines emerged. • Religious, literary, and professional First general-interest magazine • Saturday Evening Post Magazines changed during the period between WW1 and WW11. We have the emergence of 1) digests. Reader’s Digest appeared in 1922. 2) news magazine.Time, Newsweek, U.S News & World Report,The Economist
- 10. Development of Modern American Magazines • Improved literacy, public education • Better printing, postal technology Growth of the magazine market with national, women’s and illustrated magazines because of • Used magazines to capture attention and build a national marketplace Advertisers • First with a circulation of one million Ladies’ HomeJournal
- 11. Social Reform and the Muckrakers General interest magazines. Saturday Evening Post, Reader’s Digest,Time, Life Prominent afterWWI through the 1950s Combined investigative journalism with broad national topics Photojournalism gave magazines a visual advantage over radio Muckrakers Investigative journalists Raised awareness, leading to the Pure Food and Drug Act, the Meat Inspection Act, and antitrust laws Rise in circulation coincided with rapid social changes. Magazines allowed journalists to write in depth about issues.
- 12. Fall of General- Interest Magazines • Changing consumer tastes, rising postal costs, falling ad revenues, and television Began in the late 1950s • Highlighted interest in specialized magazines • Growing power of checkout lines • Growing power of television TV Guide • Sold issues at a loss to maintain circulation figures • Ad dollars split with television • Increased postal rates Saturday Evening Post, Life, and Look fold • Launched in 1974 • First successful magazine of its kind in decades • Some charge that People is too specialized to be mass market, with its focus on celebrities, music, and pop culture. People
- 13. Market leaders 23.14 22.7 8.74 7.65 6.35 4.9 4.32 4.06 3.42 3.28 0 5 10 15 20 25 AARP The Magazine AARP Bulletin Costco Connection Better Homes and Gardens Game Informer AAA Living Good Housekeeping Family Circle People Woman's Day Circulation in millions Publication Note: United States; January to June 2017; paid and non-paid circulation / only audited magazines Further information regarding this statistic can be found on page 48. Source(s): AAM; ID 239631 15 Leading U.S. consumer magazines in 1st half 2017, by circulation (in millions) Leading U.S. magazines H1 2017, by circulation
- 14. Market leaders 129 91.16 57.36 50.48 46.98 42.7 40.7 36.73 36.6 36.43 34.73 31.31 28.61 27.22 27.1 0 20 40 60 80 100 120 140 ESPN The Magazine People WebMD Allrecipes AARP Time Better Homes and Gardens National Geographic Good Housekeeping Cosmopolitan Sports Illustrated New York Magazine Taste of Home Us Weekly Bon Appétit Audience in millions Note: United States; September 2018; 18 years and older; includes print and digital editions, web (desktop and laptop), mobile web and video Further information regarding this statistic can be found on page 49. Source(s): MPA; comScore; GfK; Nielsen; ID 208807 16 Reach of popular magazines in the United States in September 2018 (in millions) Magazines with largest audience in the U.S. 2018
- 15. Market leaders 3.5 2.11 1.1 1.02 0.95 0.95 0.91 0.75 0.75 0.66 0 0.5 1 1.5 2 2.5 3 3.5 4 Scholastic News FamilyFun Time For Kids: News Scoop Teen VOGUE My Quince National Geographic Kids Boys` Life Scholastic Scope Time For Kids: The Big Picture Sports Illustrated Kids Circulationinmillions Note: United States; October 2017 Further information regarding this statistic can be found on page 50. Source(s): Cision; ID 759346 17 Most popular children's magazines in the United States as of October 2017, by circulation (in millions) Most popular children's magazines in the U.S. October 2017
- 16. Market leaders 39% 34.4% 24.5% 23.6% 22.1% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Entrepeneur Town & Country Popular Science W Veranda Year-on-year audience growth rate Note: United States; 2017; includes consumers of print and digital editions, desktop/laptop unique visitors to websites, mobile unique visitors to websites and video unique viewers Further information regarding this statistic can be found on page 51. Source(s): MPA; GfK; Ipsos; comScore; Nielsen; MarketingCharts; ID 475090 18 Fastest growing magazine brands in the United States in 2017 Fastest growing magazine brands in the U.S. 2017
- 17. Convergence: Magazines Confront the DigitalAge Magazines moved online. • Magazine companionWeb sites ideal for increasing reach of consumer magazines • Feature original content Magazines embrace digital content. • Webzines made the Internet a legitimate site for breaking news and discussing culture and politics. Magazines grouped by two important characteristics • Advertiser type (consumer, business or trade, farm • Target demographics: Gender, age, or ethnic group and audience interest area (sports, literature, tabloids)
- 18. Magazine Departments • Publisher, editor-in-chief, managing editors, and subeditors • Subeditors oversee photography, illustrations, reporting and writing, copyediting, layout, and print and multimedia design Editorial • Maintains computer and printing hardware Production and technology • Secures clients, arranges promotions, and places ads • Rate cards indicate ad sizes/prices Advertising and sales • Monitors single-copy and subscription sales • Subscriptions may be paid, evergreen, controlled, or digital Circulation and distribution
- 19. Challenges for Magazines Newsstand circulation is declining. Access points and technologies are changing Some note a lack of diversity Readers are seeking free content on digital versions Mergers and acquisitions changes roles and titles Changes in audience buying and changes in how consumers access news
- 20. Overview 4.9 2 0 1 2 3 4 5 6 2007 2017 RevenueinbillionU.S.dollars Note: United States; 2007 and 2017; figures are estimates Further information regarding this statistic can be found on page 46. Source(s): Various sources (The News Group); Forbes; ID 530735 12 Revenue from magazine newsstand sales in United States in 2007 and 2017 (in billion U.S. dollars) Magazine retail sales revenue in the U.S. 2007-2017
- 21. References Campbell, Martin, and Fabos. (2014). Media & Culture: Mass Communication in a DigitalAge. 10th edition. Boston: Bedford/St. Martin’s. Magazine Industry in the U. S. (2017). Study ID12973. Statista Magazine Media Factbook 2016/2017. (2016). MPAThe Association of Magazine Media.
Editor's Notes
- #2: © Olivia Miller 2019