1. The first truly national magazine with a large circulation was:
a. American Magazine.
b. The Saturday Evening Post.
c. Life.
d. The New Yorker.
ANSWER: b
REFERENCES: Magazines Travel Beyond Local Boundaries
2. Magazines widened their audiences in the 1800s by:
a. discouraging political debate.
b. translating the essays of famous German and French writers.
c. catering to women.
d. All of these answers are correct.
ANSWER: c
REFERENCES: Publishers Locate New Readers
3. Sarah Josepha Hale:
a. edited Godey’sLady’sBook for 40 years.
b. supported higher education and property rights for women.
c. helped Godey’s circulation rise.
d. All of these answers are correct.
ANSWER: d
REFERENCES: Publishers Locate New Readers
4. What distinguished TheLadies’HomeJournal from many other 19th-century
publications?
a. It published recipes.
b. It crusaded against patent medicine ads and venereal disease.
c. It included political commentary.
d. It printed intimate stories about marital relations.
ANSWER: b
REFERENCES: Publishers Locate New Readers
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Chapter 4: Magazines: Chasing the Audience
5. W. E. B. Du Bois:
a. edited The Nation.
b. founded and edited The Crisis,theNAACP’smagazinethatcontinuestopublishtoday.
c. wasoneofSamuelS.McClure’sfamousmuckrakers.
d. founded The New Yorker magazine.
e.
ANSWER: b
REFERENCES: Publishers Locate New Readers
6. Investigative reporting was pioneered in the early 1900s by which magazine?
a. McClure’sMagazine
b. The Nation
c. The New Republic
d. National Review
ANSWER: a
REFERENCES: McClure’sLaunchesInvestigativeJournalism
7. The Postal Act of 1879:
a. crippled the magazine industry until the tax was repealed in 1894.
b. was hotly debated and finally rejected by Congress.
c. essentially censored certain content by controlling distribution.
d. lowered the mailing rates for magazines.
ANSWER: d
REFERENCES: Publishers Locate New Readers
8. All of the following are consumer magazines except:
a. Parenting.
b. American Medical News.
c. Time.
d. Maxim.
ANSWER: b
REFERENCES: Magazines Divide into Three Types
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Chapter 4: Magazines: Chasing the Audience
9. “Muckrakers”wereAmerica’sfirst:
a. scandalmongers.
b. society writers.
c. yellow journalists.
d. investigative reporters.
ANSWER: d
REFERENCES: McClure’sLaunchesInvestigativeJournalism
10. All of following were subjects that expanded the audience for magazines in the 1800s
except:
a. women’sissues
b. literature and the arts
c. politics
d. personal finance
ANSWER: d
REFERENCES: Publishers Locate New Readers
11. Which of the following is not part of the empire Henry Luce built?
a. Time
b. Fortune
c. Sports Illustrated
d. The New Yorker
ANSWER: d
REFERENCES: The New Yorker and Time Succeed Differently
12. The most striking characteristic of magazine development in the second half of the 20th
century has been a trend toward:
a. fiction.
b. targeted audiences.
c. news digests.
d. general-interest reporting.
ANSWER: b
REFERENCES: Specialized Magazines Take Over
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Chapter 4: Magazines: Chasing the Audience
13. In the past 30 years, which of the following has not been true?
a. General-interest magazines have made a comeback.
b. Women are the leading consumers of magazines.
c. U.S. magazines are targeting specific audiences.
d. Thenation’slargestmagazinetargetspeopleover50.
ANSWER: a
REFERENCES: Specialized Magazines Take Over
14. Which department handles address changes for magazines?
a. editorial
b. circulation
c. administration
d. distribution
ANSWER: b
REFERENCES: Magazines at Work
15. The average magazine reader today:
a. has not graduated from high school.
b. owns a home and works full-time.
c. has no children.
d. does not read newspapers.
ANSWER: b
REFERENCES: Readers Represent a Valuable Audience for Advertisers
16. The magazine _______________, founded by Henry Luce in the 1950s, was one of the first
to anticipate the trend toward specialized magazines:
a. Modern Maturity
b. PC World
c. TV Guide
d. Sports Illustrated
ANSWER: d
REFERENCES: The New Yorker and Time Succeed Differently
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Chapter 4: Magazines: Chasing the Audience
17. Fromthebeginning,____________havebeenmagazines’bestaudience.
a. recent immigrants
b. single high income professionals
c. women
d. people living in rural areas
ANSWER: c
REFERENCES: Publishers Locate New Readers
18. Which of the following is not true of magazines?
a. Magazines reflect the culture and characteristics of society.
b. Asreaders’lifestyleschange,sodomagazines.
c. Most magazines today are seeking to appeal to a broader audience.
d. Magazines continue to make money from advertising.
ANSWER: c
REFERENCES: Magazines Compete for Readers in Crowded Markets
19. Which of the following is not true of the crusade of Editor Edward Bok in TheLadies’
Home Journal in 1892?
a. PartlybecauseofBok’scrusade,CongresspassedthePureFoodandDrugActof1906.
b. Bok revealed that a medicine sold to sooth noisy babies contained morphine.
c. ThepatentmedicinesBokcriticizedwereoftenadvertisedinwomen’smagazines.
d. ThepublicignoredBok’scrusade.
ANSWER: d
REFERENCES: Publishers Locate New Readers
20. Several magazines begun in the 1800s and early 1900s continue to publish today,
featuring either arts and literature or political commentary. Which of the following
magazines does not continue to publish today?
a. Harper’s
b. American Magazine
c. The Nation
d. The Atlantic Monthly
ANSWER: b
REFERENCES: Publishers Locate New Readers
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Chapter 4: Magazines: Chasing the Audience
21. Which of the following is true of magazine economics today?
a. circulation of most magazines is up
b. the number of magazines being published is decreasing
c. advertising rates are down
d. smaller special interest audiences are not appealing to advertisers
ANSWER: b
REFERENCES: Magazines Compete for Readers in Crowded Markets
22. AccordingtotheImpact/Profilebox,“MuckrakerIdaTarbellExposesStandardOil’sJohn
D.Rockefeller,”whichofthefollowingistrue?
a. Ida wrote under the pseudonym Ora Wells.
b. She did a 2 hour study of John Rockefeller during a church service.
c. ShewasAmerica’sfirstmuckrakingjournalist.
d. SheactuallyreportedforoneofJohnRockefeller’sownmagazines.
ANSWER: b
REFERENCES: The New Yorker and Time Succeed Differently
23. AccordingtotheImpact/Moneybox,“DigitalCracks50PercentofAdRevenueatWired
Magazine,”:
a. Digital contributed half of all ad revenue at Wired magazine in the final three months of 2012.
b. Most big brands rely overwhelmingly on digital ad revenue.
c. In2012,parentcompanyCondéNastboughtWired.comandreuniteditwithWired magazine.
d. The publishers feel that Wired is the best Web site with a magazine, not the best magazine
with a Web site.
ANSWER: a
REFERENCES: Digital Editions Offer New Publishing Outlets
24. AccordingtotheImpact/Convergencebox,“WhoReadsDigitalMagazines?,”whichof
the following is true?
a. Digital magazine readers have lower education levels than print magazine readers.
b. Digital magazine readers are typically older than print magazine readers.
c. 44 percent of digital magazine readers are college graduates.
d. The largest readership group for digital magazines is aged 55 and above.
ANSWER: c
REFERENCES: Magazines at Work
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Chapter 4: Magazines: Chasing the Audience
25. Colonial magazines were a great success because they carried a great deal of advertising.
a. True
b. False
ANSWER: False
REFERENCES: Colonial Magazines Compete with Newspapers
26. “Muckrakers”werejournalistswhoexposedmisconductinbusinessandgovernmentin
the late 1890s and early 1900s.
a. True
b. False
ANSWER: True
REFERENCES: McClure’sLaunchesInvestigativeJournalism
27. Harold Ross, founding editor of The New Yorker,publishedsomeofthecountry’sgreat
commentary, fiction and humor, along with unusual cartoons.
a. True
b. False
ANSWER: True
REFERENCES: The New Yorker and Time Succeed Differently
28. The pass-along readership rate of magazines is beneficial for advertisers.
a. True
b. False
ANSWER: True
REFERENCES: Readers Represent a Valuable Audience for Advertisers
29. It costs more to produce and sell a magazine than to acquire the pictures and articles that
appear in it.
a. True
b. False
ANSWER: True
REFERENCES: Magazines at Work
30. The average magazine reader is unmarried and does not own a home.
a. True
b. False
ANSWER: False
REFERENCES: Readers Represent a Valuable Audience for Advertisers
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Chapter 4: Magazines: Chasing the Audience
31. Over the past 20 years, magazines have begun to rely less on freelance writers.
a. True
b. False
ANSWER: False
REFERENCES: Magazines at Work
32. TimeWarner’sSports Illustrated magazine was first published by Henry Luce.
a. True
b. False
ANSWER: True
REFERENCES: The New Yorker and Time Succeed Differently
33. AccordingtotheImpact/Moneybox,“DigitalCracks50PercentofAdRevenueatWired
Magazine,”roughly90percentofWired’s digital ad revenue is coming from the traditional
Web site.
a. True
b. False
ANSWER: True
REFERENCES: Digital Editions Offer New Publishing Outlets
34. ThemagazinecompanyCondéNastpublishes10magazineseachmonth.
a. True
b. False
ANSWER: False
REFERENCES: Companies Consolidate Ownership and Define Readership
35. Why do most new magazines fail? What must publishers do to make magazines popular
with audiences?
ANSWER: Answersmayvary.​
REFERENCES: Readers Represent a Valuable Audience for Advertisers
36. Describewherethestoriesinmostmagazinestodaycomefrom—whoproposesthe
subjects, gathers the information, and writes the stories? What assurances do you believe
magazine readers have about the qualifications of those who write the stories and the
credibility of the information and ideas?
ANSWER: Answersmayvary.​
REFERENCES: Magazines at Work
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Chapter 4: Magazines: Chasing the Audience
37. Discuss the relationship between the subject matter of tightly targeted special interest
magazines and advertising in magazines. What has happened to advertising rates, and
why? Why do advertisers see the readers of special interest magazines as a profitable
audience?
ANSWER: Answersmayvary.​
REFERENCES: Readers Represent a Valuable Audience for Advertisers
38. Discuss the social development role of magazines in America from 1830 to 1910,
mentioning key personalities, publications, issues, and achievements.
ANSWER: Answersmayvary.​
REFERENCES: Colonial Magazines Compete with Newspapers
39. Discussthethreecategoriesoftoday’smagazinesdescribedinChapter4,explainingthe
specialization, strengths and financial structure of each category. What are the editorial
pressures that each type of magazine face?
ANSWER: Answersmayvary.​
REFERENCES: Magazines Divide into Three Types
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Chapter 4: Magazines: Chasing the Audience