Chapter 5 : Magazines
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 1
whole or part.
Chapter 5: Magazines
1. 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.
2. 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.
3. 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.
4. 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
5. 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.
Chapter 5 : Magazines
d. a reduction in postage costs.
6. 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
7. 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.
8. 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.
9. Today, there are more than _____________ magazines in operation in the United States.
a. 12,000
b. 15,000
c. 20,000
d. 30,000
10. 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
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 3
whole or part.
11. _____________ 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
12. _____________ 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
13. _____________ 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
14. 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.
15. The magazine industry typically categorizes consumer magazines in terms of their
a. geographic reach.
b. targeted audiences.
c. number of ad pages.
d. articles.
16. What percentage of all U.S. advertising expenditures is given to magazines?
a. 8.25%
b. 10%
c. 15.5%
Chapter 5 : Magazines
d. 20%
17. _____________ 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
18. The total number of sold issues of a magazine is its
a. controlled circulation.
b. run.
c. pass-along readership.
d. circulation.
19. _____________ 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
20. 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.
21. _____________ 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
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 5
whole or part.
22. Overall, what percent of American adults read a magazine?
a. 50%
b. 65%
c. 91%
d. 98%
23. 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%
24. 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.
25. 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.
26. 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.
27. 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
Chapter 5 : Magazines
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 6
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whole or part.
Answer: b
Bloom’s level: Understand
28. 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
29. 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.
30. 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.
31. 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
32. 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