THE INFLUENCE OF MAGAZINES
Can newspapers survive? If people were to stop buying newspapers tomorrow, newspaper organizations would survive because they have an asset that other media lack; the largest, most skilled newsroom staffs in a given community.
In addition to dailies, thousands of weekly community newspapers are published throughout Canada.
Recent developments between the Southam and Hollinger chains have rekindled criticism in concentration of newspaper ownership in Canada.
Magazines are a mass medium through which culture is brought to a national audience.
Magazines have been an adaptable medium, adjusting to the times and to changing audience interests.
Periodicals pack literature, photographs and ideas into a format that anyone can afford.
MASSIVE MAGAZINE AUDIENCE
Magazines are a pervasive mass medium.
Almost 90% of adults read an average of 10 magazine issues a month.
Not only for the "upper-crust but also edited for ‘downscale’ audiences, which means the medium’s role in society is spread across almost the range of people with different literary skills.
The Magazine industry is extremely competitive with 12,000 different publications vying for readers.
See table page 62 for magazine circulation
WHAT MAKES A MAGAZINE CANADIAN?
To determine whether a magazine is Canadian, we must look at the Income Tax Act of 1988. A magazine is considered "Canadian" if:
MAGAZINES AS MEDIA INNOVATORS
MIDTERM PROJECT: USE SEMIOTICS FOR ANALYZING PHOTOGRAPHS AND ADVERTSISING PAGES 60-61.
The most visible category of magazines is general-interest magazines, which are available on news-racks and by subscription.
Called consumer magazines, they try to offer something for everybody as well
Women’s Magazines: Chatelaine
Men’s Magazines: Playboy
Sponsored magazines: The National Geographic
Trade Journals: Broadcaster
Exported Magazines: Reader’s Digest, Cosmopolitan, Newsweek and Time derive substantial revenue from International editions.
Cooperative International Arrangements: Joint ventures such as Time Warner and Hachette have teamed up for a French edition of Fortune.
Today the magazine industry thrives through demassification, the process of seeking audiences with narrow interests.
Special-interest magazines, whose content focus on limited subjects and whose advertising rates are lower fill the bill for advertising compared to expensive television.
CRITICS OF DEMASSIFICATION
Demassified magazines betray their traditional role of enriching the culture of a society.
Dilutes the intellectual role of magazines. A frothy mix of light, upbeat features. No thoughtful or hard-hitting investigative features.
Creates an ‘unholy alliance’ between advertisers and readers. (Example: Cat Magazines).
HAZARDS OF DEMASSIFICATION
Serving a niche of readers has its hazards
SOURCE: Abridged version of Chapter two from:
Vivian, John and Maurin, Peter. (1997). The Media of Mass Communication. Allyn and Bacon Canada. Scarborough, Ontario.