The Magazine Industry

The name “magazine” appeared in the year 1731 and comes from the Arabic word which means the warehouse.

Magazines are becoming increasingly attractive to advertisements. Companies pay thousands to purchase space for advertisement to attract more customers. Once they purchase advertisement space the issue will publish the advertisement for the whole month.

Early pioneer in magazine publishing was William Randolph Hearst. He launched magazines that still exist today e.g. Good Housekeeping, National Geographic etc.

In the early 1930s the American Henry Wolfe influenced design and art work used in magazines in the future.

Helene Gordon Lazareffe launched the magazine Elle (French for “she”) in 1945 which changed the way women think, speak and perceive themselves. This magazine was influencing the whole genre of women’s magazines. Women around the time of 1945 were more equal to men.

How has digitalisation affected the magazine industry?

Over the last 10 years the magazine industry has changed dramatically because of digital technology.

Digitalisation effects on magazine production:

Digitalisation has made it faster, cheaper and easier to take photographs. Traditional photographic techniques would need professional skills to use them.

Softwares such as InDesign, Photoshop etc. makes it easier to be creative and use much more techniques to experiment with.

It is much easier to create a magazine with only a small amount of training, it is also much cheaper for small companies/ organisations and individuals.

What effect does digitalisation have on distribution?

Digitalisation has improved distribution to audiences by giving a wide range of accessibility such as online, which is easier to access for most customers. For example, the magazine I read on paper is Cosmopolitan, which can also be accessed online for free without subscription.

Digitalisation effects on consumption:

Consumption means accessing and using magazines. The effects are being able to read print and online versions. Also, having a choice of when and where you can read a magazine, for example on the move using different apps via mobile technologies (smartphones, iPads etc.)

To access the full magazine just like the print version, you can subscribe to an online magazine for around the same prices.

Magazines are still a major way in which companies who want to advertise, can reach their audience.

However, magazines are not so popular amongst the younger generation which has an alternative of social media because that is the new interest of people of young ages.

Changes to the magazine industry

Both newspapers and magazines have had to adapt to the online magazine marketing because they are losing “revenue and readership” (money and readers) due to much information being available online for readers to access.

Some magazines have stopped publishing print versions and are creating online versions only such as Elle Girl and PC World magazines.

Online versions of magazines include new-media content such as interactivity, videos and music making it more appealing to the audience.

Changes to the role of journalists

Journalists have to embrace social media a lot more, writing a lot differently. They also have to have production skills such as video and radio journalism to adapt to the online magazine industry. Originally, traditional journalists would only have to worry about researching and writing. However, the journalists of today have to be multi-skilled and have creativity and understanding of online media.

Comparing the changes of old and modern magazinesCosmopolitanMay1953 beyonce-at-cosmopolitan-magazine_1

Comparing the old Cosmopolitan magazine from 1953 to the new Cosmopolitan magazines in 2013 it is clear to see there are more colours included in the modern magazine. This may be to attract the readers attention and stand out from the rest of the magazines it may be displayed next to. Both cover images are of a celebrity who is inspirational to many women around the world which makes the magazine appeal to women who want to be like them or are passionate about them. There is definately more nudity compared to the old magazine in the new version and although both people have made direct eye contact, the sexier image of Beyonce is more intimidating with the tag line of ‘Sexier by Tonight!’ displayed underneath the image.


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