Chapter 5 Flashcards
Why do advertisers favor specialization in magazines?
Marketers want to target ads for their products and services to those most likely to respond to them
Engagement
depth of the relationship between readers and the magazine advertising they see
Affinity
how much readers enjoy magazine advertising
How would you characterize the content of the first US magazines?
mostly nationally distributed news, and the preeminent provider of photojournalism.
What factors fueled the expansion of the magazine industry at the beginning of the 20th century?
cheaper printing and growing literacy.
What factors led to the demise of the mass circulation era and the development of the era of specialization?
alterations in the nation’s culture and the invention of television
What are the three broad types of magazines?
- Trade, professional, and business magazines
- Industrial, company, and sponsored
- magazines
Consumer magazines
Why are engagement and affinity important to advertisers
Advertisers use both to determine what they should do with advertising, what works best for people to click on or see their ads. Also to what makes an ad stand out, what draws readers in.
In what different ways do magazines internationalize their publications?
foreign editions in English, native-language versions of American magazines.
Why is the magazine industry optimistic about the effects of new mobile technologies on its relationship with readers?
Mobile Web readership on both websites and apps now accounts for 36% of all magazine issues read. The magazine industry now can compete with other technological forms of media and produce their own online content. Many magazines are now online and with the use of QR codes, they have more readers being sent to magazine industries websites.
What are the arguments for and against the routine use of sponsored content?
Some people are against the use of sponsored content, because they believe that it is deceptive when not knowing that an article is sponsored content. On the other hand the use of sponsored content is now necessary for newspapers to survive and as long as they tell readers it is sponsored content then everything is alright.
Why do complementary copys trouble critics
a major influence in a publication’s editorial decision making. crumbling of the wall between advertising demands and editorial judgment.
Complementary copy
newspaper and magazine content that reinforces the advertiser’s message, or at least does not negate it.
What are two prominent colonial printers?
Andrew bradford and Benjamin Franklin
Muckracking
a form of crusading journalism that primarily used magazines to agitate for change
