Deck 5: Magazines

Question 1

In the late 1900s,magazines were able to reduce cover prices dramatically and thereby increase their readership due to

A) a growing immigrant population.
B) the spread of the railroad.
C) their ability to attract growing amounts of advertising.
D) a reduction in postage costs.

Answer 1

C

Question 2

The Postal Act of 1879 increased literacy and reduced cover prices,and _____________ fueled the booming interest in mass circulation magazines after the Civil War.

A) interest in social movements
B) a growing immigrant population
C) the emergence of several well-known columnists
D) the spread of the railroad

Answer 2

D

Question 3

Readers who neither subscribe to nor buy single copies of a magazine but who borrow or read one in a doctor's office or library are a magazine's

A) controlled circulation.
B) run.
C) pass-along readership.
D) circulation.

Answer 3

C

Question 4

The total number of sold issues of a magazine is its

A) controlled circulation.
B) run.
C) pass-along readership.
D) circulation.

Question 5

_____________ are magazines sold by subscription and at newsstands,bookstores,and other retail outlets like supermarkets,garden shops,and computer stores.

A) Trade, professional, and business magazines
B) Industrial, company, and sponsored magazines
C) Consumer magazines
D) Controlled circulation magazines

Question 6

The year 1956 marked the beginnings of the death of the mass-circulation magazines.The first to cease publication was

A) the Saturday Evening Post.
B) Collier's.
C) Look.
D) Life.

Question 7

Of all the magazines in operation in the United States today,approximately _____________ are general-interest consumer magazines.

A) 7,200
B) 15,000
C) 22,000
D) 30,000

Question 8

What percentage of all U.S.advertising expenditures is given to magazines?

A) 8.25%
B) 10%
C) 15.5%
D) 20%

Question 9

Magazine circulation comes in the form of subscription,single-copy sales,and

A) controlled circulation.
B) split runs.
C) custom publishing.
D) pass-along readership.

Question 10

In the first decades of the twentieth century,Theodore Roosevelt coined the term _____________ to describe writers who agitated for change by targeting powerful political and industrial people and institutions.

A) snipers
B) pulp writers
C) inquisitors
D) muckrakers

Question 11

The Crisis,first published in 1910 as the voice of the National Association for the Advancement of Colored People (NAACP),was founded and edited by noted African-American intellectual

A) Paul Robeson.
B) Artemus Williams.
C) W. E. B. DuBois.
D) Augustus DelRay.

Question 12

The first magazine in colonial America was

A) Andrew Bradford's American Magazine, or a Monthly View of the Political State of the British Colonies.
B) Benjamin Franklin's General Magazine, and Historical Chronicle, for All the British Plantations in America.
C) Thomas Paine's Avenging the Great Denial.
D) Condé Nast's Traveler.

Question 13

_____________ carry stories,features,and ads aimed at people in specific professions and are distributed either by professional organizations or by media companies like Whittle Communications and Time Warner.

A) Trade, professional, and business magazines
B) Industrial, company, and sponsored magazines
C) Consumer magazines
D) Controlled circulation magazines

Question 14

In the early 1800s,U.S.magazines began to less resemble their British forefathers,in large part because of uniquely American

A) literacy rates.
B) advertising support.
C) social movements like labor reform and abolition.
D) postal rates.

Question 15

_____________ occurs when a magazine is provided at no cost to readers who meet some specific set of advertiser-attractive criteria.Free airline and hotel magazines fit this category.

A) Controlled circulation
B) A run
C) Pass-along readership
D) Circulation

Question 16

_____________ are produced by companies specifically for their own employees,customers,and stockholders,or by clubs and associations specifically for their members.

A) Trade, professional, and business magazines
B) Industrial, company, and sponsored magazines
C) Consumer magazines
D) Controlled circulation magazines

Question 17

Today,there are more than _____________ magazines in operation in the United States.

A) 12,000
B) 15,000
C) 20,000
D) 30,000

Question 18

The magazine industry typically categorizes consumer magazines in terms of their

A) geographic reach.
B) targeted audiences.
C) number of ad pages.
D) articles.

Question 19

_____________ are special versions of a given issue of a magazine,in which editorial content and ads vary according to some specific demographic or regional grouping.

A) Controlled circulation editions
B) Webzines
C) Anchored editions
D) Split runs

Question 20

The U.S.mass-circulation popular magazine first prospered in the

A) pre-Civil War years.
B) post-Civil War years.
C) excitement surrounding the turn of the twentieth century.
D) wake of the emergence of the mass-circulation newspaper.

Question 21

When you read Vogue,Sports Illustrated,or Wired,you're reading _____________ magazine.

A) a trade, professional, or business
B) an industrial, company, or sponsored
C) a consumer
D) a controlled circulation

Question 22

A _____________ is published by a retail business for readers with demographic characteristics similar to those who buy its products.

A) brand magazine
B) magalogue
C) synergistic magazine
D) platform publication

Question 23

There are more than 85,500 different ___________ in America,representing 26.6 billion annual copies.

A) electronic
B) foreign language
C) brand magazines and magalogues
D) controlled circulation

Question 24

Online magazines are categorized in two ways,as

A) online editions of existing magazines and online-only magazines.
B) consumer magazines and general interest magazines.
C) those with advertising and those without.
D) those accessed through the Internet and those not.

Question 25

Magazine content placed near an ad that is designed to reinforce the advertiser's message (or at least not negate it)is called

A) complementary copy.
B) an advertorial.
C) a firewall.
D) split run content.

Question 26

Which of the following is NOT among the problems faced by online magazines as they attempt to become profitable?

A) People are used to their websites being free.
B) They must produce expensive original content.
C) They must compete not only with other magazines but with all other websites on the Internet.
D) Web and Internet users tend to be unsophisticated readers.

Question 27

In the contemporary world of consumer magazines,being good isn't enough.A publication must be good and

A) have a low cover price.
B) appeal primarily to specialized readerships with relatively narrow interests.
C) have exciting graphics.
D) be published weekly.

Question 28

_____________ was first published in 1923.Its brief (originally only 28 pages long)presentation of the week's news in review was immediately popular,and it was making a profit within a year of its birth.

A) Time
B) Newsweek
C) U.S. News & World Report
D) Collier's

Question 29

_____________ are ads that appear in magazines that take on the appearance of genuine editorial content.

A) Editorials
B) Advertorials
C) Split runs
D) Masked ads

Question 30

Produced to look like a consumer magazine,a _____________ is actually a mail-order catalog.

A) brand magazine
B) magalogue
C) synergistic magazine
D) platform publication

Question 31

Magazines price advertising space in their pages according to their

A) level of controlled circulation.
B) size of run.
C) degree of pass-along readership.
D) circulation.

Question 32

The university alumni magazine that you will receive when you graduate is an example of _____________ magazine.

A) a trade, professional, or business
B) an industrial, company, or sponsored
C) a consumer
D) a controlled circulation

Question 33

The very first colonial magazines were expensive and aimed at the small number of literate colonialists.Their content was composed primarily of

A) anti-Crown articles.
B) functional material, like corn prices, weather, and shipping schedules.
C) reprinted British material.
D) a few essays and a lot of advertising.

Question 34

The _____________ was established in 1914 to provide reliability to a booming magazine industry playing loose with self-announced circulation figures.

A) Simmons Market Research Bureau
B) Audit Bureau of Circulations
C) Standard Rate and Data Service
D) A. C. Nielsen Company

Question 35

______ American consumer magazines maintain online editions offering special interactive features not available in the hard-copy.

A) About half of
B) Relatively few
C) Nearly all
D) Three-quarters of

Question 36

When an advertiser demands advance knowledge of editorial content in order to assure itself that it is happy with the placement of its ads near that content,this is referred to as

A) an ad-pull policy.
B) pre-screening.
C) breaking the firewall.
D) magaloguing.

Question 37

The depth of the relationship between readers and the magazine advertising they see is called

A) brand loyal.
B) affinity.
C) subliminal messaging.
D) engagement.

Question 38

Overall,what percent of American adults read a magazine?

A) 50%
B) 65%
C) 91%
D) 98%

Question 39

The very first colonial magazines suffered because distribution was difficult as a result of

A) the absence of a well-organized postal system.
B) fear of Indian attack.
C) the difficult New England weather.
D) difficulties in hiring people to distribute.

Question 40

The average ad content to editorial content ratio for an American magazine is _______ .

A) 25% to 75%
B) 61% to 39%
C) 54% to 46%
D) 10% to 90%

Question 41

The Saturday Evening Post was the first of the mass-circulation magazines to fold after the arrival of television.

Question 42

What are the three broad types of contemporary magazines?

Question 43

_________ appear on virtually all consumer magazines,allowing readers to use their mobile devices to snap a photo and be instantly directed to a website.

A) QR codes
B) NFC chips
C) Price codes
D) Advertisements

Question 44

What factors slowed the success of online-only magazines?

Question 45

A brand magazine is a publication that has become so well known that it is,in effect,its own brand.

Question 46

What factors spurred the success of magazines' era of specialization?

Question 47

What factors spurred the success of magazines' mass-circulation era?

Question 48

Advertorials are ads that appear in magazines and take on the appearance of genuine editorial content.

Question 49

The major circulation-monitoring companies do not include pass-along readership in their circulation totals.

Question 50

Who and what were the muckrakers?

Question 51

List five categories of consumer magazines and provide an example of each.

Question 52

Although app subscribers make up only 4% of magazine circulation,79 out of the 100 top-grossing "Lifestyle" apps are for magazines.

Question 53

What factors spurred the success of the early magazine industry?

Question 54

Controlled circulation means that magazine publishers intentionally limit the overall size of their readership.

Question 55

Of the 20,000 magazines in operation in the country today,7,200 are general-interest consumer magazines.

Question 56

The mass-circulation magazine prospered after the Civil War in part because of changes in postal regulations.

Question 57

Tags embedded in magazine pages,called ____________,allow readers to be connected to digital content by simply holding their smartphones near them.

A) QR codes
B) NFC chips
C) price codes
D) advertisements

Question 58

Consumer Reports has one of the highest advertising revenue incomes in the industry because of its useful reports on consumer products.

Question 59

How much readers enjoy magazine advertising is called

A) affinity.
B) engagement.
C) brand loyalty.
D) consumer culture.

Question 60

The general consensus is that digital content and online versions of magazines substitute for the printed content.

Question 61

Briefly explain some of the reasons why magazines have been able to survive challenges over the years.

Question 62

Describe the competition between magazines and television for advertising dollars.What strategies does each medium employ to prevail?

Question 63

Readers feel overwhelmingly positive about online magazines and access to interactive features through mobile devices.Do you feel technology has been as favorable to other media? What makes magazines different than newspapers in terms of success with technology? Do you think there will ever come a time when print magazines will become obsolete?

Question 64

What are the reasons magazines are so attractive to advertisers?

Question 65

Altering images within magazines has become a heated controversy in the magazine industry.What is your take on the altering of photographs? Do you think this is an appropriate practice? Do you agree with "digitizing" our view of reality? Is this harmful to our culture?

Question 66

Many in the magazine industry are arguing for a new metric,one that represents the characteristics that make magazine advertising especially effective-engagement and affinity.Define each and explain how each renders magazine advertising particularly effective.

Question 67

List and define the three forms of magazine circulation.

Question 68

Describe how advertisers can influence the content of magazines in which their ads appear.How appropriate or inappropriate do you consider this influence? Explain your answer.

Question 69

There is no question that the contemporary magazine industry is characterized by specialization and catering to narrow interests.Do you see this as good or bad for a large democracy such as ours?

Question 70

Briefly define and provide an example of an advertorial.