po polsku
The late 19th century witnessed the birth of a new phenomenon in American media - the opinion press. That’s when magazines that still hold social trust were founded: Atlantic Monthly, The Nation, and Harper`s. Yet, magazines appealing to Americans’ favorite values of entertainment and spending won the most readers.
The publishers of such hits as
- Cosmopolitan,
- Ladies Home Journal,
- and Saturday Evening Post
understood that their job was not to sell content to readers but to sell readers to advertisers. They had reason to believe readers were a valuable commodity in the advertising market: while newspapers reached only local communities, magazines were distributed nationwide.
This difference made magazines the main marketing tool in the U.S. during the early 20th century. Around the same time, a new trend emerged in press journalism - reporters (known as "muckrakers") focused public attention on government and economy, revealing their corrupt aspects. This allowed magazines to claim a new position in the media market, as they began addressing power not only from a journalistic standpoint.
In 1923, perhaps the most influential weekly, Time, was founded by Henry Luce. Aimed at busy citizens who didn’t have time for daily newspapers, it was the first magazine with specific sections on national affairs, business, and science. Ten years after Time`s success, Newsweek entered the market, formatted similarly and targeting the same audience. Other notable weeklies of that time included Business Week and U.S. News and World Report. The rise of television cut into magazines` advertising revenue, leading to the closure of some, like The Saturday Evening Post (closed in 1969), Look (1971), and Life (1972). Both The Saturday Evening Post and Life later resurfaced as monthly publications, but never regained their former prominence.
To avoid a similar fate, other magazines changed their approach over time, seeking specialized audiences. Today we have monthly publications like Tennis for tennis fans, Trailer Life for RV travelers, and Model Railroading for model train enthusiasts. And many more, including regional editions of popular magazines targeting residents of specific states or cities. TV Guide, Time, and Newsweek all offer regional versions. As a result, the U.S. now boasts 13,878 specialized periodicals (compared to 6,960 in the 1970s), covering every imaginable topic.
Ninety of these magazines have circulations exceeding one million copies. The two top-ranked are aimed at retirees: NRTS/AARP Bulletin (21,465,126 circulation) and Modern Maturity (18,363,840). Among the most popular magazines are also Reader`s Digest (12,558,435), TV Guide (9,259,455), and National Geographic (7,738,611).
Like newspapers, magazines have digital editions. Time was the first to launch an online version in 1993. In 1996, Bill Gates, a giant in the American tech industry, went a step further by founding the first online-only magazine, available to subscribers for a fee. The experimental cultural and political weekly, Slate, quickly gained popularity, prompting the publisher to eventually offer a print version for a broader audience.
In the early 1970s, a new press format emerged - newsletters. Printed on lower-quality paper and with brief content (4-6 pages), they focused on highly specialized topics. Usually published weekly or biweekly (a format now in decline), they were produced by small teams or even single individuals on a limited budget. Examples of newsletters include the Southern Political Report, covering election campaigns in the southern U.S., and FTC Watch, reporting on the Federal Trade Commission. Newsletters were soon joined by popular "zines," highly personalized magazines circulating within closed groups, often containing controversial or shocking content. Take Afraid, a monthly magazine for horror fans, as an example.
With "zines" in mind, I’d like to delve into journalistic ethics and internal censorship present in American (and other) newsrooms. However, I’d need to revisit the topics of free speech and the First Amendment, which I believe are too fundamental to American media to treat merely as a conclusion to a magazine story. I’ll return to these issues often, but for now, allow me to conclude with an invitation to the next installment of "The Fourth Estate in America," where we’ll explore the history and current state of radio - the "elder sister of television." Join me!
Read all articles in the series The Fourth Estate in America.
COMMERCIAL BREAK
New articles in section History of the media
El Mercurio de Valparaiso from Chile. The oldest Spanish language newspaper in the world
Małgorzata Dwornik
The first issue started a revolution in South America. It survived 200 years of turbulent history: headquarters fires, editorial office looting, economic crises, and dictatorship. Today, El Mercurio de Valparaiso holds a unique status in the Chilean media market. And the title of a UNESCO World Heritage site.
The history of La Jornada. Lesson in independence from a mexican daily
Małgorzata Dwornik
It was created through the determination of journalists and the support of a Nobel laureate. Even students and the homeless contributed to the first issue. It survived earthquakes, financial crises, and political attacks. Today, the Mexican daily La Jornada is a strong, independent brand.
Dimmalætting. History of the oldest daily in the Faroe Islands
Małgorzata Dwornik
The oldest newspaper in the Faroe Islands survived fires, bankruptcies, and the British friendly occupation. Although its end was declared many times, Dimmalætting has reported on archipelago life for 148 years. This title became a symbol of the struggle for identity for the Faroese people.
See articles on a similar topic:
The Fourth Estate in America
Urszula Sienkiewicz
Success, prestige, power, but above all, big money - these are the first words associated with the world of media in the United States. Do American media truly wield such influence over business and politics in the USA that they can be called the "fourth estate" without hesitation?
La Stampa. The history of the oldest newspaper in Italy
Małgorzata Dwornik
It was founded in Turin as Gazzetta Piemontese. Over more than 150 years, it built its position as an iconic title not only in the Italian press market. It survived attacks from fascists, terrorists, and even Muammar Gaddafi. Even in the era of the internet, it continues to perform exceptionally well.
Gibraltar Chronicle. Second oldest newspaper published in English
Małgorzata Dwornik
The first four-page issue appeared on 4 May 1801 with the lengthy title "Continuation of the intelligence from Egypt received by His Majesty`s Ship Flora in three weeks from Alexandria". Eleven days later, the authors decided to shorten the newspaper’s name. That is how the Gibraltar Chronicle was born, and it still exists today.
History of WSB Radio. The listener has no radio receiver? No problem!
Małgorzata Dwornik
The first transmitter had only 100 watts of power, and ice was used to cool the batteries. On March 15, 1922, the first radio station in Georgia began broadcasting. The station was assigned the call letters WSB, which the founders transformed into the motto: Welcome South, Brother! This marked the start of one of the most important radio stations in the USA.
