Chapter 5Magazines:

The Power of Words and Images

Early Magazines

• What is a magazine? A publication of lasting interest targeted at a specific audience. A collection of articles.

• 1704: Daniel Defoe founds The Review. Commonly considered the first magazine.

• 1740: Competition between Ben Franklin and Andrew Bradford to launch first American magazine. Bradford wins by three days.

The Saturday Evening Post

• First published in 1821• Contained essays, poetry, obituaries, and a

column called “The Ladies’ Friend”• First truly national medium• Post remained important until the coming of

television

Birth of Photojournalism

• Photographer Mathew Brady first became famous for portraits, Civil War photography team.

• By 1864, Harper’s Weekly was reproducing his team’s photos.

• Promoted idea that photographs could be published documents preserving history.

Types of Magazines

• Consumer magazinesPublications targeting an audience of like-minded consumers

• Trade magazinesMagazines published for people who work in an industry or business

• Literary magazinesPublications that focus on serious essays and short fiction

Literary and Commentary Magazines

• Atlantic, New Republic, NationSerious publications with progressive orientation published since the 1800s.

• National ReviewConservative response to New Republic and Nation by William F. Buckley.

• CrisisPublished by NAACP to give voice to African Americans.

The Muckrakers

• Progressive investigative journalists writing in the late 1800s, early 1900s

• McClure’sPopular reform-oriented muckraking magazine featuring work by Lincoln Steffens and Ida Tarbell.

Henry Luce & Birth of Time Life

• Luce developed idea of Time magazine in early 1920s to present the week’s news in context.

• Followed by Fortune covering business• Life magazine presented the news through

photos, featured work of Margaret Bourke-White.

Godey’s Lady’s Book

• Sarah Josepha Hale was editor from 1837 to 1877

• Defined what women’s magazines would become

• Gave women a voice, professionalized magazine writing

Women’s Magazines

• Service magazines“Seven Sisters” and others, how to do things better. Health, cooking, employment, fashion

• FBL – Fashion, beauty, lifestyleVogue, Glamour, Harper’s Bazaar

• CosmopolitanGlobal magazine for young women, focus on unmarried women

Men’s Magazines

• 1933: EsquireLiterature, pinups, and fashion for an intelligent readership.

• 1953: PlayboyPictures and a lifestyle. First issue featured a nude Marilyn Monroe centerfold.

• 1993: Maxim“Lad” magazine featuring sex, sports, and humor. Meeting the needs of the “inner guy.”

Magazines and Body Image

• Critics charge that magazines and ads present excessively thin models.

• Dove reacted in 2005 with “Campaign for Real Beauty” featuring models of a variety of sizes.

• Magazines now occasionally featuring “realistic-looking” women in photos.

• Controversy over the “Photoshopping” of a Kelly Clarkson cover for Self.

Advertising vs. Editorial Control

• Conflict between advertising and editorial departments.

• SynergyMagazines, models, and sponsors work together to match ads with stories about models and the products they endorse.

• Blurring of ads and editorial contentAds can be made to look like magazine content.

Dick Stolley’s Cover Rules

• Young is better than old• Pretty is better than ugly• Rich is better than poor• Music is better than movies• Movies are better than television• Nothing is better than a dead celebrity

Covers and Race

• American magazines rarely feature non-whites on cover.

• In 2002, less than 20 percent of magazine covers featured people of color.

• As of 2009, Sports Illustrated swimsuit issue has featured only two women of color on the cover.

• But may be changing; teen music magazines often have non-whites on covers.

Current Trends in Magazine Publishing

• Targeting narrower audiences.• Presentation matters; layout and graphics

critical.• Articles are short; busy readers with short

attention spans.• Cross-media synergy; using magazines to

support other channels of communication.