Type
Quiz
Book Title
Media Essentials 4th Edition
ISBN 13
978-1319059477

978-1319059477 Test Bank Chapter 4

June 16, 2020
Page 1
1.
The Saturday Evening Post was the first major magazine to appeal directly to ______.
A)
farmers
B)
women
C)
immigrants
D)
retirees
2.
In 1828, Sarah Josepha Hale started the first magazine directed exclusively to a female
audience, called ______.
A)
Godey's Ladies Book
B)
Youth's Companion
C)
Ladies' Magazine
D)
Ladies' Home Journal
3.
What factor had an effect on the dramatic growth in magazine circulation in the
nineteenth century?
A)
Increased literacy
B)
Improvements in mail delivery
C)
Faster printing technologies
D)
All options are correct.
4.
Which of the following magazines was designed as a general or mass audience
magazine?
A)
The Saturday Evening Post
B)
Reader's Digest
C)
Time
D)
All options are correct.
5.
Which magazine was the foremost outlet for photojournalism in the mid-twentieth
century?
A)
The Saturday Evening Post
B)
The North American Review
C)
Life
D)
Harper's
6.
When Life and Look magazines were canceled in the early 1970s, their failure was the
result of all but the following: _____.
A)
their paid circulation had plummeted
B)
advertisers were shifting their money toward television
C)
postage rates had increased
D)
high cost of production
Page 2
7.
TV Guide became so popular because _____.
A)
it was initially free
B)
its first issue featured Elvis
C)
it offered lurid commentary about TV stars
D)
newspapers had not yet started publishing TV listings
8.
Which popular magazine emerged in 1974 to capitalize on the celebrity-crazed culture
that accompanied the rise of television?
A)
Life
B)
TV Guide
C)
People
D)
The Saturday Evening Post
9.
Hugh Hefner's Playboy magazine became an instant success in 1953, thanks in part to
_____.
A)
an expensive TV ad campaign
B)
sending free copies to one million male college students
C)
articles that criticized divorced and working women
D)
reaching a niche audience not served by TV
10.
In targeting audiences by age, the most dramatic recent success has come from
magazines aimed at ____.
A)
children
B)
teenagers
C)
young adults
D)
readers over fifty
11.
Of the following magazines, which has the largest circulation in the United States?
A)
Reader's Digest
B)
Time
C)
TV Guide
D)
AARP The Magazine
12.
The New Yorker is an example of _____.
A)
a minority magazine
B)
an elite magazine
C)
a leisure magazine
D)
a Webzine
Page 3
13.
Which is an example of a trade publication?
A)
The Nation
B)
National Review
C)
Insight
D)
Variety
14.
Which of the following is an example of a Webzine?
A)
The Saturday Evening Post
B)
Slate
C)
TV Guide
D)
Time
15.
The lifeblood of any magazine is what?
A)
Advertising and sales department
B)
Production and technology department
C)
Editorial department
D)
Circulation and distribution department
16.
The average magazine contains about _____.
A)
10 percent ads
B)
25 percent ads
C)
45 percent ads
D)
75 percent ads
17.
A national magazine with split-run editions ____.
A)
includes a few pages of ads purchased by local or regional companies
B)
contains different stories for different geographic regions
C)
relies solely on newsstand sales
D)
sends special editorial content to readers with high incomes
18.
Magalogs are _____.
A)
logs of magazines subscribers
B)
logs of magazines advertisers
C)
publications that combine the style of glossy magazines with the sales pitch of
retail catalogues
D)
magazine conglomerates
Page 4
19.
Magazines became a national mass medium in the United States before newspapers did.
A)
True
B)
False
20.
The word magazine comes from the French term magasin, meaning “storehouse.”
A)
True
B)
False
21.
The colonial magazines in the United States served the working classes.
A)
True
B)
False
22.
Since their beginnings in the 1740s, American magazines have primarily been a medium
of entertainment and diversion.
A)
True
B)
False
23.
The first colonial magazines published by Andrew Bradford and Benjamin Franklin
enjoyed instant success and continued for several years.
A)
True
B)
False
24.
General-interest magazines began to appear in the United States in the nineteenth
century.
A)
True
B)
False
25.
The use of colorful illustrations was not important to the popularity of women's
magazines.
A)
True
B)
False
26.
At the end of the nineteenth century, decreases in postage costs made it cheaper for
publishers to distribute magazines, and improvements in production technologies
lowered the costs of printing them.
A)
True
B)
False
Page 5
27.
In 1906, President Theodore Roosevelt dubbed investigative reporters muckrakers.
A)
True
B)
False
28.
Some of the writers in the early 1900s built their careers on crusading for social reform
on behalf of the public goodoften criticizing long-standing American institutions.
A)
True
B)
False
29.
The Saturday Evening Post continued the muckraking traditionespecially by
criticizing business corruptioninto the 1920s.
A)
True
B)
False
30.
By the mid-1980s Reader's Digest was one of the most popular magazines in the world.
A)
True
B)
False
31.
In the 1970s, as families began spending more time gathered around their TVs instead
of reading magazines, advertisers began spending more money on TV spots, which were
less expensive than magazine ads and reached a larger audience.
A)
True
B)
False
32.
TV Guide's physical format has largely remained the same since it was founded in 1953.
A)
True
B)
False
33.
In 1974, People became one of the first successful mass market magazines to be
introduced in decades.
A)
True
B)
False
34.
The circulation of Rolling Stone has dropped in recent years because readers objected to
its alternative standing.
A)
True
B)
False
Page 6
35.
Alternative magazines publish information “outside the mainstream.”
A)
True
B)
False
36.
Although they are published on newsprint, weekly tabloids are considered to be a type
of magazine.
A)
True
B)
False
37.
The circulation of tabloid newspapers, such as the National Enquirer, is down from
their peak in the 1980s.
A)
True
B)
False
38.
At first observers viewed the Internet as the death knell for print magazines, but now the
industry embraces it.
A)
True
B)
False
39.
Some advertisers and companies have canceled ads when a magazine printed articles
that were unflattering toward or critical of the firm or its industry.
A)
True
B)
False
40.
Magazines have developed innovative strategies for retaining advertisers, like
introducing different editions to guarantee advertisers a specific audience.
A)
True
B)
False
41.
Magazines survived the coming of television in part by developing demographic and
regional editions.
A)
True
B)
False
42.
The typical consumer magazine distributes far more copies through single-copy sales by
retailers than through subscriptions.
A)
True
B)
False
Page 7
43.
Evergreen magazine subscriptions are those that are automatically renew on the
subscriber's credit card.
A)
True
B)
False
44.
Large companies or chains have come to dominate the magazine business.
A)
True
B)
False
45.
A type of magazine that covered a wide variety of topics, _____ magazines are also
aimed at a broad national audience.
46.
National magazines whose advertising is tailored to subscribers and readers according to
occupation, class, and zip code are _____ editions.
47.
The distribution of magazines at no charge to captive audiences, such as airline
passengers or association members, is known as _____ circulations.
48.
What role did muckraking journalism play in social reform in the late nineteenth and
early twentieth centuries?
49.
When and why did some of the major general-interest magazines fail?
50.
How has the magazine industry adapted to the digital age?
51.
In what ways do magazines serve democratic ideals?
52.
Do your favorite magazines define you primarily as a consumer or as a citizen?
Page 8
Answer Key
1.
B
2.
C
Page 9
48.
49.
50.
51.
52.
4. the electronic era really took off with the arrival of what? a) radio b) television c) the internet d) the telegraph 6. what is one main meaning of the term media convergence? a) the technological merging of content across different media channels, such as songs being available on cell phones b) the appropriation of american products by foreign advertisers c) the diversification of various media holdings—such as cable connections, phone services, television transmissions, and internet access—into separate companies d) all options are correct. page 1 8. the linear communication model can be criticized on the grounds that a) it assumes that culture is hierarchical. b) it asserts that audiences create their own meanings from messages sent. c) it does not usually move messages smoothly from a sender at point a to a receiver at point z. d) it conforms too closely to the eps model. 13. a manuscript culture existed between 1000 bce and the mid-fifteenth century and manuscripts were commissioned by members of the ruling classes. a) true b) false 14. the printing press fostered the rise of tribal storytellers. a) true b) false 15. gutenberg played an active role in the transition from oral to written culture. a) true b) false 16. with the coming of the printing press, the printed newspaper became the first mass-marketed product in history. a) true b) false 17. the computer was the first electronic innovation. a) true b) false 18. media convergence is considered a characteristic of the digital turn. a) true b) false 19. according to the textbook, media convergence has two very different meanings. a) true b) false 20. researchers do not all agree on whether watching violent tv shows makes viewers more likely to commit violent acts than not watching such tv shows. a) true b) false page 3 21. the senders of messages often have very little control over how their messages will be decoded. a) true b) false 22. according to the textbook, as cultural forms, the media help us make sense of daily life and articulate our values. a) true b) false 23. the cultural model recognizes that individuals assign diverse meanings to messages depending on personal characteristics, such as gender, age, educational level, ethnicity, occupation, and religious beliefs. a) true b) false 25. high culture is the same as popular culture. a) true b) false 27. the progressive era is another name for the postmodern period. a) true b) false 28. postmodern cultural values include working efficiently and believing in a rational order. a) true b) false page 4 29. content analysis is a tool of the social scientific approach. a) true b) false 30. in the textbook's comparison of two types of research about cancer news coverage, the social scientific approach focused on interpretation of the meanings of the media stories. a) true b) false 31. the critical process consists of describing, analyzing, interpreting, evaluating, and engaging with mass media. a) true b) false 32. those who consult research to acquire media literacy should concentrate on either cultural studies or social scientific studies. a) true b) false 3. many books from the middle ages were called illuminated manuscripts because they were _____. a) elaborately decorated with colorful illustrations b) printed using reflective ink c) burned in castle fireplaces to honor god d) read aloud in the town square by scholars who explained, or illuminated, the text 5. the right to use the contents of a book in another form, such as a mass market paperback or movie script, is called _____. a) royalties b) residuals c) subsidiary rights d) an advance 6. the division of the book industry that makes the most money is _____. a) trade books b) textbooks c) religious books d) mass market paperbacks page 1 8. the best-selling book of all time is _____. a) various versions of the bible b) better homes and gardens cookbook c) baby and child care by dr. benjamin spock d) peyton place by grace metalious 9. in 2015, the greatest estimated u.s. book revenue was generated by which market? a) pre-k–12 education b) trade books c) religious books d) professional books 10. numerous books have become best-sellers after they were selected for ____. a) inside edition b) oprah's book club c) c-span's booknotes program d) 20/20 11. many older books are deteriorating because _____. a) there is too much humidity in the library buildings b) the ink used in printing the books is eating through the paper c) the glue holding the books together is drying out d) the books were printed on acid-based paper 12. for hundreds of years, books were the only mass medium. a) true b) false 15. pulp fiction was another name for the popular paperbacks and dime novels of the late 1800s. a) true b) false 16. book publishing is dominated by a handful of giant corporations. a) true b) false 17. with the rise of electronic and digital publishing, book formats have expanded beyond print. a) true b) false 18. the publishing industry produces titles in a wide variety of categories. a) true b) false 19. trade books refers to the category of books sold to the general reader. a) true b) false 20. professional books are sold mostly through mail order, the internet, or sales representatives knowledgeable about the various subject areas. a) true b) false 23. sales of religious books have dropped substantially over the past twenty years. a) true b) false 24. university presses often publish scholarly works for small groups of readers interested in specialized areas. a) true b) false 25. amazon introduced an e-book reader—the kindle—in 2007. a) true b) false 26. brick-and-mortar stores include traditional bookstores, department stores, drugstores, used-book stores, and toy stores. a) true b) false 27. when a book becomes a movie or a television program, book sales soar. a) true b) false 28. in the publishing industry, advance money is an up-front payment to an author that's subtracted from royalties later earned from book sales. a) true b) false 29. distribution costs include maintaining the inventory of books to be sold and fulfilling orders (shipping books to commercial outlets or college bookstores). a) true b) false page 4 3. penny press newspapers _____. a) favored human-interest stories b) relied on subsidies from political parties c) catered to upper-class readers d) were sold exclusively by subscription 10. a newshole is _____. a) the portion of the newspaper dedicated to commercials b) nonnews stories that blur the line between entertainment and hard news c) the space left for news in the paper after the ads have been placed d) stories not covered by a particular newspaper because of a reporter shortage 11. the majority of large daily papers today devote as much as one-half to two-thirds of their pages to _____. a) print subscriptions b) online subscriptions c) advertisements d) subsidiary products 13. in objective journalism, reporters ideally strive to maintain a neutral attitude toward the issue or event they cover. a) true b) false 16. many editors discourage e-mail interviews because it gives the interviewees too much control over shaping their answers. a) true b) false 17. for mainstream print and tv reporters and editors, online news has not added new dimensions to journalism. a) true b) false 18. journalists in the digital age have not faced additional demands as the result of convergence. a) true b) false 19. for most journalists, the bottom line is to “get the story.” a) true b) false page 3 20. most mainstream news organizations do not have ethical expectations for journalists that extend beyond the hours spent on the job. a) true b) false 22. the “echo chamber” refers to the idea that some media consciously cater to a portion of society, and that people will seek out only those sources with which they agree and avoid any news that might challenge their worldview. a) true b) false 23. conventional journalists will fight ferociously for the principles that underpin journalism's basic tenets. a) true b) false 1. the saturday evening post was the first major magazine to appeal directly to ______. a) farmers b) women c) immigrants d) retirees 2. in 1828, sarah josepha hale started the first magazine directed exclusively to a female audience, called ______. a) godey's ladies book b) youth's companion c) ladies' magazine d) ladies' home journal 3. what factor had an effect on the dramatic growth in magazine circulation in the nineteenth century? a) increased literacy b) improvements in mail delivery c) faster printing technologies d) all options are correct. 5. which magazine was the foremost outlet for photojournalism in the mid-twentieth century? a) the saturday evening post b) the north american review c) life d) harper's 7. tv guide became so popular because _____. a) it was initially free b) its first issue featured elvis c) it offered lurid commentary about tv stars d) newspapers had not yet started publishing tv listings 8. which popular magazine emerged in 1974 to capitalize on the celebrity-crazed culture that accompanied the rise of television? a) life b) tv guide c) people d) the saturday evening post 9. hugh hefner's playboy magazine became an instant success in 1953, thanks in part to _____. a) an expensive tv ad campaign b) sending free copies to one million male college students c) articles that criticized divorced and working women d) reaching a niche audience not served by tv 10. in targeting audiences by age, the most dramatic recent success has come from magazines aimed at ____. a) children b) teenagers c) young adults d) readers over fifty 12. the new yorker is an example of _____. a) a minority magazine b) an elite magazine c) a leisure magazine d) a webzine page 2 13. which is an example of a trade publication? a) the nation b) national review c) insight d) variety 16. the average magazine contains about _____. a) 10 percent ads b) 25 percent ads c) 45 percent ads d) 75 percent ads 17. a national magazine with split-run editions ____. a) includes a few pages of ads purchased by local or regional companies b) contains different stories for different geographic regions c) relies solely on newsstand sales d) sends special editorial content to readers with high incomes 19. magazines became a national mass medium in the united states before newspapers did. a) true b) false 20. the word magazine comes from the french term magasin, meaning “storehouse.” a) true b) false 22. since their beginnings in the 1740s, american magazines have primarily been a medium of entertainment and diversion. a) true b) false 24. general-interest magazines began to appear in the united states in the nineteenth century. a) true b) false 27. in 1906, president theodore roosevelt dubbed investigative reporters muckrakers. a) true b) false 29. the saturday evening post continued the muckraking tradition—especially by criticizing business corruption—into the 1920s. a) true b) false 30. by the mid-1980s reader's digest was one of the most popular magazines in the world. a) true b) false 31. in the 1970s, as families began spending more time gathered around their tvs instead of reading magazines, advertisers began spending more money on tv spots, which were less expensive than magazine ads and reached a larger audience. a) true b) false 32. tv guide's physical format has largely remained the same since it was founded in 1953. a) true b) false 33. in 1974, people became one of the first successful mass market magazines to be introduced in decades. a) true b) false 34. the circulation of rolling stone has dropped in recent years because readers objected to its alternative standing. a) true b) false page 5 35. alternative magazines publish information “outside the mainstream.” a) true b) false 38. at first observers viewed the internet as the death knell for print magazines, but now the industry embraces it. a) true b) false 39. some advertisers and companies have canceled ads when a magazine printed articles that were unflattering toward or critical of the firm or its industry. a) true b) false 42. the typical consumer magazine distributes far more copies through single-copy sales by retailers than through subscriptions. a) true b) false page 6 43. evergreen magazine subscriptions are those that are automatically renew on the subscriber's credit card. a) true b) false 44. large companies or chains have come to dominate the magazine business. a) true b) false

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