Abstract

Magazine publishing on national and international levels is changing as new technologies and economic instability have combined to encourage late twentieth and early twenty-first century publishers to expand their brands. Publishers’ stabilizing strategies have included moving into new markets to reach new audiences, build circulation and increase advertising revenues, as well as using on-line or other digital technologies to strengthen reach and reduce costs. Magazine scholars have taken note of some of these changes and their effects on the medium; other changes wait to be examined. The growing interest among scholars in transnational and global inquiry has an additional dimension: the importance of a universal perspective for theory development.