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
Havas. The history of the world's first news agency
Małgorzata Dwornik
The idea of two bankrupt Frenchmen in 1835 turned out to be brilliant: use information as a commodity. Along with translators, messengers, and correspondents, they hired a flock of carrier pigeons. These birds carried news from London to Paris in a single day. The product of L'Bureau Havas quickly became popular far beyond Europe.
România Liberă. 150 years of history of the Romanian press
Małgorzata Dwornik
On May 14, 1877, Romania officially declared independence from the Ottoman Empire, and just one day later, the newspaper România Liberă (Free Romania) appeared on the Bucharest market. Its founder, first director, and journalist was Dimitrie August Laurian, strongly supported by Professor Ştefan Mihăilescu.
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.
See articles on a similar topic:
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.
Thai Rath. History of Thailand’s oldest newspaper
Małgorzata Dwornik
A newspaper once attacked with grenade launchers reached over a million copies in circulation. Its founder built schools and chartered planes to print boxing match photos faster than the competition. Thai Rath isn’t just a paper. It’s a media empire born... just in case.
Weekly News Of The World. History of success and downfall
Małgorzata Dwornik
The publication appeared on the market in 1843 and quickly gained popularity. In the 1930s, Winston Churchill contributed to its pages. Two decades later, it set a world record with 8.6 million copies, thriving on sensationalism and scandal. Crossing boundaries ultimately sealed the fate of News of The World. It disappeared in 2011 due to a massive phone-hacking scandal.
History of MTV. A Music Channel Where Music Once Disappeared
Małgorzata Dwornik
On August 1, 1981, at exactly 12:01 p.m. Eastern Time (USA and Canada), a new cable television channel launched: Music Television. John Lack welcomed MTV’s first viewers with the words: Ladies and gentlemen, rock and roll! The first music video aired was "Video Killed the Radio Star" by The Buggles.
