Deck 10: The Magazine Industry

Question 1

InStyle and Men's Health are examples of what kind of magazine?

A) Consumer
B) Trade
C) Literary review
D) Academic journal

Answer 1

A
Explanation: Consumer magazines are ones aimed at the general public and require no specialized knowledge to understand.

Question 2

Articles written by college and university professors are most like to appear in which kind of magazine?

A) Consumer
B) Trade
C) Literary review
D) Academic journal

Answer 2

D
Explanation: Academic journals are usually edited by professors as well.

Question 3

A consumer magazine with a controlled circulation is called a

A) Trade magazine
B) Controlled circulation magazine
C) Custom magazine
D) Paid circulation magazine

Answer 3

C
Explanation: Often created by companies, custom magazines attempt to reach specific customers and are distributed for free.

Question 4

Magazine productions have all of the following goals except

A) Drawing attractive audiences
B) Providing an environment conducive to selling advertisers' products
C) Keeping the audience engaged with just the print form of the magazine
D) Providing the audience and environment at an efficient price

Question 5

Of the following types of magazines, which one is mostly likely to have the plainest design?

A) Consumer
B) Trade
C) Newsletter
D) Academic journal

Question 6

According to figure 9.4 in the text, today single copies make up for what percent of circulation?

A) 89.6%
B) 5.1%
C) 14.0%
D) 10.4%

Question 7

The word "magazine" is __________; it means storehouse.

A) French
B) German
C) Italian
D) English

Question 8

The first magazines appeared in the United States in the year?

A) 1825
B) 1714
C) 1908
D) 1741

Question 9

Which of the following is not one of the 5 major types of magazines?

A) comic books
B) newsletters
C) sports
D) literary reviews and academic journals

Question 10

According to Table 9.1 in the text, which magazine obtained the highest circulation in 2015?

A) Better Homes and Gardens
B) Good Housekeeping
C) Sports Illustrated
D) People Magazine

Question 11

The chief executive of a magazine, who is in charge of its financial health, is also known by what title?

A) Publisher
B) Advertising sales director
C) CEO
D) Business manager

Question 12

The United States Postal Service (USPS) has raised rates for magazines that send out

A) a few copies
B) many copies
C) both of the above
D) none of the above

Question 13

Typically, magazines want to reach what they call __________, upper-middle-class or upper-class people with substantial disposable income.

A) Special readers
B) Elite readers
C) Wealthy readers
D) Upscale readers

Question 14

Which of the following is a magazine, whose production and mailing is supported NOT by charging the readers, but through advertising revenues?

A) Paid circulation magazine
B) Complimentary circulation magazine
C) Gratis circulation magazine
D) Controlled circulation magazine

Question 15

At the start of the chapter, who said the following: "Most women's magazines simply try to mold women in bigger and better consumers."?

A) Hillary Clinton
B) Gloria Steinem
C) Oprah Winfrey
D) Condoleezza Rice

Question 16

The first U.S. magazine to achieve circulation of more than one million was

A) Harper's Monthly
B) Munsey's
C) Saturday Evening Post
D) Ladies' Home Journal

Question 17

Newsletters

A) often center on specific areas of an industry
B) typically have low subscription rates
C) typically include color photos and innovative graphics
D) all of these

Question 18

Standard Rate and Data Service (SRDS) collects and sells information

A) about magazine audiences
B) about advertising rates
C) that include the editorial profiles of trade magazines
D) all of these

Question 19

Magazines receive financial support from

A) advertising
B) single copy sales
C) subscriptions
D) all of these

Question 20

Medical Economics is an example of a

A) controlled-circulation magazine
B) custom magazine
C) niche magazine
D) forced-circulation magazine

Question 21

Magazines use media kits to entice

A) the Audit Bureau of Circulation
B) potential advertisers
C) free news coverage by electronic media
D) new subscribers who use the Internet

Question 22

From an advertising point of view, the best editorial content

A) creates a conducive environment for the advertising
B) is the kind that is completely separated from the advertising
C) tries to be very different from the tone of the products and services
D) all of these

Question 23

In order to set an efficient price for advertising, magazine publishers must keep a close watch on

A) cost per thousand
B) cover-lines
C) titles
D) layout

Question 24

In response to the development of the Internet, magazines have

A) avoided making their content available online at no cost
B) used their online websites to promote subscriptions to their printed versions
C) not considered the possibility that their audience might shift to Internet use
D) all of these

Question 25

In general, single copy sales of consumer magazines

A) are declining
B) are increasing
C) are remaining steady
D) have never been an important method of distribution

Question 26

Lightweight electronic tablets such as the iPad and Kindle

A) have already replaced home computers
B) are primarily responsible for less newspaper and magazine readership
C) may offer the industry opportunities to transform itself
D) are heavily advertised but not consequential for the magazine industry

Question 27

Companies determine who receives controlled-circulation magazines not their readers.

Question 28

A majority of consumer publications are paid circulation magazines.

Question 29

Media kits are used to bring new readers to magazines.

Question 30

Between 2000 and 2008, single-copy consumer magazine sales increased.

Question 31

Even though facing immense pressure to gain more and more readers, magazines still work carefully to keep their editorial content and their advertising content separate.

Question 32

Between 1825 and 1850, several thousand new magazines appeared in the U.S., and all were very successful.

Question 33

The expansion of magazines in the 1830s was similar to the expansion of the Penny Press during the same time period.

Question 34

Magazines adapted to the introduction of television by specializing in target audiences.

Question 35

Like trade books, trade magazines are aimed at a general readership.

Question 36

Consumer magazines are aimed at manufacturers of specific consumer items.

Question 37

Literary reviews and academic journals often have clout that exceeds their their small circulation.

Question 38

The opposite of controlled circulation is paid circulation.

Question 39

Magazines that have large circulations are able to target advertising at particular audience segments.

Question 40

Magazines are using their brands to expand into other media and to sponsor events that potentially interest their audiences.

Question 41

Technological innovation has given smaller publishing companies an equal chance to compete successfully with the larger magazine publishing companies.

Question 42

In the magazine industry, the term publisher refers not to the company making the magazine, but to a person who works there.

Question 43

USPS postal rates are one equalizing factors between big magazine publishers and smaller publishers.

Question 44

Increasingly single-copy magazine sales are driving the magazine industry.