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Chapter 5 : Magazines
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 7
whole or part.
33. 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.
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
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
36. 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.
37. 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.
38. _____________ 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
Chapter 5 : Magazines
c. U.S. News & World Report
d. Collier’s
39. 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
40. 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.
41. _________ 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
42. 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
43. How much readers enjoy magazine advertising is called
a. affinity.
b. engagement.
c. brand loyalty.
d. consumer culture.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 9
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
44. The mass-circulation magazine prospered after the Civil War in part because of changes in
postal regulations.
45. Although app subscribers make up only 4% of magazine circulation, 79 out of the 100 top-
grossing “Lifestyle” apps are for magazines.
46. The Saturday Evening Post was the first of the mass-circulation magazines to fold after the
arrival of television.
47. Of the 20,000 magazines in operation in the country today, 7,200 are general-interest
consumer magazines.
48. The general consensus is that digital content and online versions of magazines substitute for
the printed content.
49. A brand magazine is a publication that has become so well known that it is, in effect, its own
brand.
50. Controlled circulation means that magazine publishers intentionally limit the overall size of
their readership.
51. The major circulation-monitoring companies do not include pass-along readership in their
circulation totals.
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 10
© 2017 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in
whole or part.
52. Consumer Reports has one of the highest advertising revenue incomes in the industry
because of its useful reports on consumer products.
53. Advertorials are ads that appear in magazines and take on the appearance of genuine
editorial content.
54. What factors spurred the success of the early magazine industry?
55. What factors spurred the success of magazines’ mass-circulation era?
56. Who and what were the muckrakers?
57. What factors spurred the success of magazines’ era of specialization?
58. What are the three broad types of contemporary magazines?
59. List five categories of consumer magazines and provide an example of each.
60. What factors slowed the success of online-only magazines?
Baran: Introduction to Mass Communication: Media Literacy and Culture, 9e TB-5 | 11
whole or part.
61. List and define the three forms of magazine circulation.
62. Briefly define and provide an example of an advertorial.
63. Briefly explain some of the reasons why magazines have been able to survive challenges
over the years.
64. What are the reasons magazines are so attractive to advertisers?
65. 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.
66. 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?
67. Describe the competition between magazines and television for advertising dollars. What
strategies does each medium employ to prevail?
68. 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
Chapter 5 : Magazines
effective.
69. 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?
70. 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?
