Details Title: Intro to Magazines Description: Test #1 Total Flash Cards: 47 Created: 10/02/2005 11:54:21		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Journalism Flashcards
Cards in this set: Term 3 biggest magazines trends in the last 50 years Definition lad magazines, celebrity mags, shopping mags Term 1700 Definition first magazines: Tattler and Spectator Term 1731 Definition Gentleman's magazine Term 1741 Definition 1st 2 mags in america--American Magazine, general magazine (ben franklin) Term 1786 Definition The Columbian Term 1821 Definition Saturday Evening Post Term 1832 Definition Godey's Ladies Book Term 1850 Definition Harper's mag Term 1857 Definition atlantic montly Term 1865 Definition 700 mags available in the US Term between 1865 and 1885.. Definition socially--a rise of the middle class; economically--industrialization, a national economy; *magazines were only national medium* Term 1885 Definition 3300 mags in the US Term 1900 Definition 5500 mags in the US; in 1903, Ladies' Home Journal reaches 1million readers Term 1900-1950 was... Definition the Golden Age of magazines Term 1922/1927/1937 Definition Time mag/ national geographic/ life magazine Term from 1950 on.. Definition tv is created, and there is an increase in specialized mags (in order to reach more audiences) Term 1953/1967 Definition playboy / rolling stone Term the DOWNSIDE of mags today Definition -the # of ad pages is down from 2000; -both subscription and newsstand sales are down from 2000; -more media are competing for reader's attention (tv, radio,etc); -more new, targeted media are competing for the same advertisers Term the UPSIDE of magazines today Definition -total ad revenue is still going up; -mag advertising is "bullet proof"; -new mags are being started by publishers large and small; -it's a niche business; -newspapers are doing worse Term why do we read magazines? Definition escape; fantasy; aspiration; status; self-definition; to be cool; to show off; to hear gossip; to join a club; to have a friend Term the 3-legged stool Definition advertising=cat circulation=mice editorial=cheese Term editorial vitality is measured by... Definition (1) circulation renewal (2) newsstand sales (3) 'hot list' Term halo effect Definition when people read mags, they thing more favorably of the ads b/c they're in their fav mag; they trust these mags so they trust the ads (credibility) Term magazine advertising (why it works) Definition the halo effect; ads are part of the draw of mags; readers act on the ads; mags reach the right ppl and the richest ppl; ads are durable and portable; readers are undistracted by ads--they enjoy them as part of the experience Term CPM (cost per thousand) Definition it is calculated by the ad cost//rate base/1000 the CPM of a mag that delivers high readership and not large competition will be higher. a low CPM is good Term rate base Definition the paid circulation that the publisher promises to advertisers Term rate base Definition the paid circulation that the publisher promises to advertisers; the publisher wants to get comfortably over the rate base w/ every issue (but not TOO much over b/c u will lose money) Term how do advertisers choose from diff mags? Definition -look at CPM's; mag's own consumer research; the mag's current popularity Term tv ads v. magazine ads Definition mags=17cents for every dollar; tv=48cents for every dollar. (TV adverstising is cheaper) Term conversion Definition going from one year sub. to two year sub Term renewal Definition getting a sub. for a third year Term free circulation Definition newspapers and controlled circulation Term paid circulation Definition subscriptions and single copy sales Term subscriptions are... Definition 86% of circ. revenue Term newsstand sals are... Definition 14% of circ revenue Term how do mags get new readers? Definition word of mouth; blow in or bind in card; white mail; renting list (junk mail); school fundraisers; *in the end, mags are saved by renewals* Term fulfillment houses Definition fulfilling your obligation to your subscribers by sending them your mag; these places keep subscriber lists up to date and send mailing labels to bindery places at the printer Term Single copy sales occur at... Definition Supermarkets; mass merchandisers (target/walmart); drug stores; convenience stores; bookstores; newsstands/misc. Term Newsstand sales are bad b/c... Definition an individual mag costs more than if u had a subscription; there is a lot of competition on newsstands; Term sell-through Definition this is how many mags actually get sold at a newsstand (avg sell-thru today is about 34%). aka--efficiency level Term Editors are tied to... Definition (1) subscription renewals (2) newsstand sales Term Frank Munsey Definition in march 1893, he decreased the price of his mag (Munsey's mag) from 25cents to 10cents and his circulation increased from 40,000 to 500,000; he did this by shifting some of the cost of production to the advertiser. Term pink sheet Definition the ABC paid consumer publisher's statement Term premium Definition anything offered to the subscriber as an added incentive if they order or renew a magazine subscription (free phone, etc) Term soft offer Definition a subscription offer that says you can cancel after the first free issue if you dont like it Term how big is the magazine industry? Definition $30-$40 billion Term 1879 Definition the Postal Act is passed, allowing publishers to mail their magazines cheaply and easily