JLMC Exam 3

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The content of most early magazines consisted largely of:

Political commentary and argument

An example of a media chain is:

d

As an element of news, the term "proximity" means:

How close is it to the story?

It is the ______ that makes literary journalism a rich storytelling format.

adapted fictional techniques?

Literary journalists use facts and literary techniques to tell a story. They also ____ the facts for us.

Put facts in literary context

The New Yorker magazine was rare in that it became profitable only 3 years after it launched. The initial investment came from:

Fletchman

When Harold Ross launched The New Yorker, he followed which model to compete with radio:

The model of a definable, target loyal audience

_____ is the singular giant of the 20th century magazine publishing industry.

Henry Luce

About 80 percent of early advertisements covered three subjects: land sales, transportation announcements, and runaway slaves.

True

According to myth analysis, most ads are composed of mini-stories involving conflict between people or values.

True

Adolph Ochs and his newspaper, the New York Times, showed the power of the American people to choose fact over fiction and to search for the truth in newspapers.

True

Advertising executive David Ogilvy created a brand identity for ______ by using a wealthy English baron in a luxurious setting.

Hathaway shirts

Although there are about fourteen thousand ad agencies in the United States, the trend is toward mega-agencies.

True

An early 20th century business challenge for the magazine industry was to fight the image that magazines were only for the elite.

True

An example of a magazine that was conceived as online-only is:

Salon/Slate

Before the 1830's there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.

True

Ben Day sold his newspaper, the New York Sun, for ______.

($.01)

By the end of the nineteenth century, some magazine cover prices actually went down - from thirty-five cents to ten cents.

True

For many years, Reader's Digest has been the most popular magazine in the world.

True

Historically, "objectivity" became valuable for newspapers and journalists because:

it distinguished the facts from opinionsl

How do advertisers direct targeted ads to specific website visitors?

Through cookies, online surveys, ad impressions, click-throughs, mobile phones

In advertising, _____ select and purchase the media outlets that are best suited to help a client's ad reach the target audience.

media buyers

In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.

False?

Internet advertising, while not yet bringing in as many dollars as television ads, is that fastest-growing advertising market.

True

Magazines were America's first national mass medium.

False

Muckraking journalists exposed corruption and abuses in the oil, meatpacking, and patent medicine industries.

True

News is a report on change.

True

One of Cyrus Curtis's strategies for reinvigorating the Saturday Evening Post was to:

romanticize american virtues through words and pictures (Norma Rockwell

One of the benefits of online advertising is that it tends to protect the privacy of consumers who use the internet.

False

Patent medicines marketed in the 1880s were generally harmless, since they consisted mostly of flavored water.

False

Product placement is a an advertising strategy that puts products into movies, television shows, and video games

True

Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.

True

Some of the most influential magazines of the nineteenth century were targeted at women.

True

Specialized magazines outside the mainstream publish information and viewpoints for readers not served by other media channels.

True

Specialized magazines were published in America throughout the nineteenth century.

True

Split-run editions allow national magazines to tailor ads to different geographic areas.

True

TV Guide became so popular because

it was specialized

TV Guide succeeded, in part, because it was readily available at the nation's supermarket checkout lines.

True

The AARP Bulleton and AARP: The Magazine have the largest circulation of any US magazines.

True

The Ad Council produces public service announcements (PSAs) at no cost to the client.

True

The New Yorker was the first city magazine aimed at a national upscale audience.

True

The Saturday Evening Post continued the muckraking tradition - especially by criticizing business corruption - into the 1920s.

False

The average magazine contains about 50 percent ad copy and 50 percent editorial material.

True

The first colonial magazines published by Andrew Bradford and Benjamin Franklin enjoyed instant success and continued for several years.

False

The first magazines were edited for the working classes.

False

The high price of such consumer products as designer jeans and breakfast cereal can be attributed primarily to:

Advertising costs

The inverted pyramid style of writing traces its origins to _____.

The Civil War

The magazine industry continues to shun the Internet because of its threat to printed journals.

False

The public became increasingly cynical about advertising in the late 1890s and early 1900s because

Many patent medicines made outrageous claims about what they could cure

The typical consumer magazine distributes far more copies through newsstand sales than through subscriptions.

False

The word magazine comes form the French term magasin, meaning "storehouse."

True

Though they resemble newspapers, supermarket tabloids are considered a type of magazines.

True

To avoid offending readers, Sports Illustrated does not publish investigative articles.

False

Until Playboy entered the marketplace, most large-circulation magazines were targeted at women.

True

Webzines such as Salon and Slate have opened new doors for online journalism.

True

Which magazine was the foremost outlet for photojournalism in the mid-twentieth century?

LIFE

Who wrote History of the Standard Oil Company, first serialized in McClure's magazine?

Ida Tarbell

With 6 million monthly unique visitors, ______ is currently the leading online magazine.

Salon

Women's magazines, such as Good Housekeep and Women's Day, survived the competition for ad dollars better than general-interest magazines like Life and Look.

True

Yellow journalism got its name from _____.

Cartoon character named The Yellow Kid

______ launched The New York Sun as the first non-partisan newspaper that the "common man" would want to read.

Ben Day

As a result of a cursed by Elizabeth Bok (Ladies Home Journal), the_____ was formed in 1914 to protect consumers form deceptive advertising practices.

FTC

Ben Day was the first newspaper publisher to widely acknowledge that advertising was a crucial element to the success of his newspaper.

True

Classified adverting has historically accounted for ½ to 1/3 of all newspaper advertising and most newspapers are struggling to make up that lost revenue.

True

During the Civil War, Harper's Weekly sent artist to draw pictures of battles and published in them in their magazines, leading the way for storytelling that went beyond words.

True

Four general subject areas for magazines in the 19th century were: women's issues, social crusades, fostering the arts, and political commentary.

True

Literary journalism is the third way to tell a story.

True

Neutrality in reporting was a result of newspaper owners being fed up with the political process.

True

One societal concern about advertising being in the hands of only a few big agencies is that they will set the norms for acceptable behavior and will create/reinforce stereotypes.

True

The early magazine industry provided a well-paying job for American authors.

False

Trademarks and packaging are a way that advertisers differentiate their client' products in the marketplace.

True

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