2.06.2005 History of the media
The Fourth Estate in America: I Write, Therefore I Am...
Urszula Sienkiewicz, article provided by SAGA Foundation
The press in the United States, extensively discussed before, has another intriguing niche that cannot be overlooked when talking about American media. Magazines: weekly and monthly publications for enthusiasts.
Poczytaj artykuł
w wydaniu polskimThe 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
Hind Nawfal and Al Fatat. The First Women's Magazine in the Arab World
Małgorzata Dwornik
The Egyptian phenomenon, founded by the "mother of female journalists," lasted only two years in the market. However, in that short time, it accomplished so much for Arab women that it is still called a "revolutionary" today. The Arab "Girl" and its founder were the first significant female voices in this culture.
Vanuatu Daily Post. 30 Years of Struggle (Including Fistfights) for Free Media
Małgorzata Dwornik
Ambition and hard work are not enough to keep a newspaper running. The most popular title in exotic Vanuatu today nearly shared the fate of its many forgotten predecessors. But fate had other plans - thanks to an unexpected reunion and... a phone book. What followed was even more interesting. And not always safe.
History of The Honolulu Advertiser. From Missionaries to a Merger with Rival
Małgorzata Dwornik
It was created to outdo unreliable competition. Early world news arrived via boat. It didn’t hire Mark Twain, but Jack London wrote for it. The story of Hawaii’s oldest newspaper spans 154 years of ups, downs, and radical changes in direction. In 2010, to survive a losing war of attrition with its biggest rival, it had to merge with it.
See articles on a similar topic:
The History of Television
BARD
In 1875, Ernest von Siemens constructed the first photocell. Two years later, Julian Ochorowicz, a Polish psychologist, developed the theoretical foundations of monochromatic television. In 1924, Scotsman John Baird transmitted an image over a distance. In Poland, we waited until 1952 for the first broadcast.
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.
Kazakhstanskaya Pravda. Newspaper with Its Own Flag on Antarctica
Małgorzata Dwornik
On January 1, 1920, the first issue of the weekly "News from the Kyrgyz Region" was published. A year later, it was renamed "Steppe Truth," eventually becoming the daily "Soviet Steppe." Since January 1932, Kazakhstan's most popular title has been known as Казахстанская правда (Kazakhstanskaya Pravda). For over a century, it has alternately supported the authorities, scrutinized them, and sometimes faced the consequences... of telling the truth.
John Peter Zenger. The Story of the First Fighter for Freedom of Speech
Małgorzata Dwornik
As early as 1725, he printed the "New York Gazette," the first newspaper in New York. He published "The New York Weekly Journal," the first independent title free from government control. He became the world’s first journalist jailed for criticizing a politician in a newspaper.
