The Business of Magazines

Advertising, Circulation and Content Issues

Authored by: Sela Sar , Lulu Rodriguez

The Routledge Handbook of Magazine Research

Print publication date:  June  2015
Online publication date:  June  2015

Print ISBN: 9781138854161
eBook ISBN: 9781315722283
Adobe ISBN: 9781317524533

10.4324/9781315722283.ch11

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Abstract

For most magazines, advertising is a primary source of revenue. This chapter focuses on the business side of magazines specifically related to advertising. First, the chapter describes the practice of magazine advertising, the cost and effects of readership and circulation rates, as well as the placement of advertisements in magazines. Second, it synthesizes the literature that has examined the content of magazine advertisements and summarizes the results of studies that have investigated portrayals of gender, race and ethnicity in magazine ads. The implications of these findings on the practice of magazine advertising also are discussed. Finally, the chapter suggests lines of inquiry about magazine advertising content that would assist media scholars in strengthening the body of literature in this area, help advertising practitioners handle the business aspects of the industry more effectively and add more value to magazine reading among audiences.

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