1013Chapter 5and 6 Summary and Objectives

1013Chapter 5and 6 Summary and Objectives - Chapter 5...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 5 Summary Magazines, a favorite of 18th-century British elite, made an easy transition to colonial America. Mass circulation magazines prospered in the post–Civil War years because of increased literacy, improved transportation, reduced postal costs, and lower cover prices. Magazines' large readership and financial health empowered the muckrakers to challenge society's powerful. Television changed magazines from mass circulation to specialized media; as a result, they are attractive to advertisers because of their demographic specificity, reader engagement, and reader affinity for the advertising they carry. The three broad categories of magazines are trade, professional, and business; industrial, company, and sponsored; and consumer magazines. Magazine circulation comes in the form of subscription, single-copy sales, and controlled circulation. Advertiser demands for better measures of readership and accountability may render circulation an outmoded metric. Online magazines, while flourishing in number, have yet to reap significant profits. Custom publishing, in the form of brand magazines and magalogues, is one way that magazines stand out in a cluttered media environment. Magazines further meet competition from other media, especially cable television,
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/21/2012 for the course MARKETING 114 taught by Professor Handy during the Spring '12 term at University of Central Oklahoma.

Page1 / 3

1013Chapter 5and 6 Summary and Objectives - Chapter 5...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online