chp 5

The Audit Bureau of Circulations, established in 1914, changed its name to the Alliance of Audited Media in 2012 because the industry realized that a true: m of c

a true measure of circulation should include digital editions and apps as well as print circulation

The first magazine in colonial America was: a. Andrew Bradford's "American Magazine or a Monthly View of the Political State of the British Colonies" b. Benjamin Franklin's "General Magazine, and Historical Chronicle, for all the British Plantations in America" c. Conde Nast's "Traveler" d. Thomas Paine's "Avenging the Great Denial"

a. Andrew Bradford's "American Magazine or a Monthly View of the Political State of the British Colonies"

Which of the following appear on virtually all consumer magazines, allowing readers to use their mobile devices to snap a photo and be instantly directed to a website? a. QR Codes b. NFC Chips c. price codes d. advertisements

a. QR Codes

What types of magazines are sold by subscription and at newsstands, bookstores, and other retail outlets like supermarkets, garden shops, and computer stores? a. consumer magazines b. industrial, company, and sponsored magazines c. trade, professional, and business magazines d. controlled circulation magazines

a. consumer magazines

The Federal Trade Commission issued strong guidelines on the appropriate identification of sponsored content because: a. it ruled labels such as "Sponsor Generated Content" intentionally deceptive b. it wasn't fair to advertisers to have their ads confused for editorial content c. "sponsored content" has different meanings for different categories of magazines d. "sponsored content" has different meanings in different countries

a. it ruled labels such as "Sponsor Generated Content" intentionally deceptive

Online magazines are categorized in two ways as: a. online editions of existing magazines and online-only magazines b. consumer magazines and general interest magazines c. those accessed through the internet and those not d. those with advertising and those without

a. online editions of existing magazines and online-only magazines

Readers who neither subscribe to nor buy single copies of a magazine but who borrow or read one in a doctor's office or library are a magazine's: a. pass-along leadership b. run c. circulation d. controlled circulation

a. pass-along leadership

Many magazine companies are dropping the title of __ from their publications as evidence of the importance of digital publishing to their business. a. publisher b. webmaster c. editor d. content editor

a. publisher

In the early 1800s, U.S. magazines began to less resemble their British forefathers, in large part because of uniquely American: a. social movements like labor reform and abolition b. literacy rates c. postal rates d. policies that included advertising support

a. social movements like labor reform and abolition

The very first colonial magazines suffered because distribution was difficult as a result of: a. the absence of a well-organized postal system b. the difficult New England weather c. difficulties in hiring people to distribute d. fear of Indian attack

a. the absence of a well-organized postal system

In the late 1900s, magazines were able to reduce cover prices dramatically and thereby increase their readership due to: a. their ability to attract growing amounts of advertising b. a growing immigrant population c. a reduction in postage costs d. the spread of the railroad

a. their ability to attract growing amounts of advertising

the year 1956 marked the beginnings of the death of the mass circulation magazines. the first to cease publication was: a. Life b. Colliers c. Look d. the Saturday Evening Post

b. Colliers

When an advertiser demands advance knowledge of editorial content in order to assure itself that it is happy with the placement of its ads near that content, it is referred to as: a. magaloguing b. an ad-pull policy c. breaking the firewall d. pre-screening

b. an ad-pull policy

The university alumni magazine that you will receive when you graduate is an example of ___________ magazine. a. a trade, professional, or business b. an industrial, company, or sponsored c. a consumer d. a controlled circulation

b. an industrial, company, or sponsored

Which of the following occurs when a magazine is provided at no cost to readers who meet some specific set of advertiser-attractive criteria? Free airline and hotel magazines fits this category. a. pass-along readership b. controlled circulation c. a run d. circulation

b. controlled circulation

In the first decades 20th century, Theodore Roosevelt coined the term _________ to describe writers who agitated for change by targeting powerful political and industrial people and institutions a. pulp writers b. muckrakers c. inquistors d. snipers

b. muckrakers

The U.S. mass circulation popular magazine first prospered in the: a. excitement surrounding the turn of the 20th century b. post-Civil war years c. pre-Civil war years d. wake of the emergence of the mass-circulation newspaper

b. post-Civil war years

What most obviously separates magazines like Ms, Consumer Reports, and Ad Busters from more traditional publications like Glamour and Sports illustrated? a. they exist only in hard copy b. they carry no advertising c. they do not target a specific demographic d. they exist only online

b. they carry no advertising

The __ was established in 1914 to provide reliability to a booming magazine industry playing loose with self-announced circulation figures a. Standard Rate and Data Service b. A.C. Nielsen Company c. Audit Bureau of Circulations d. Simmons Market Research Bureau

c. Audit Bureau of Circulations

Tags embedded in magazines that connect readers to advertisers' digital content when readers hold their smartphones near an ad are known as: a. advertisements b. QR codes c. NFC chips d. price codes

c. NFC chips

When you read Vogue, Sports Illustrated, or Wired, you're reading _____________ magazine. a. a trade, professional, or business b. a controlled circulation c. a consumer d. an industrial, company, or sponsored

c. a consumer

ads that appear in magazines and take on the appearance of genuine editorial content are: a. masked ads b. split runs c. advertorials d. editorials

c. advertorials

How much readers enjoy magazine advertising is called a. engagement b. brand loyalty c. affinity d. consumer culture

c. affinity

The Federal Trade Commission recently passed a rule requiring magazines that use sponsored content to: a. use a different color background for the sponsored content b. place a general notice on the covers or home pages about it c. clearly identify and label sponsored content as advertisements d. pay an advertising tax on all sponsored content

c. clearly identify and label sponsored content as advertisements

What types of magazines are produced by companies specifically for their own employees, customers, and stockholders, or by clubs and associations specifically for their members? a. trade, professional, and business magazines b. consumer magazines c. industrial, company, and sponsored magazines d. controlled circulation magazines

c. industrial, company, and sponsored magazines

Which of the following is NOT among the problems faced by online magazines as they attempt to become profitable? a. they must produce expensive original content b. people are used to their websites being free c. web and internet users tend to be unsophisticated readers d. they must compete not only with other magazines but with all other websites on the internet

c. web and internet users tend to be unsophisticated readers

Magazine content placed near an ad that is designed to reinforce the advertiser's message (or at least not negate it) is called: a. split run content b. an advorential c. complementary copy d. a firewall

complementary copy

First published in 1923, __ was making a profit within a year of its birth. a. NewsWeek b. US News and World Report c. Colliers d. Time

d. Time

The Crisis, first published in 1910 as the voice of the NAACP, was founded and edited by noted African-American intellectual : a. Artemus Williams b. Augustus DelRay c. Paul Robeson d. W.E.B. DuBois

d. W.E.B. DuBois

In the contemporary world of consumer magazines, being good isn't enough. A publication must be good and: a. have a low cover price b. be published weekly c. have exciting graphics d. appeal primarily to specialized readerships with relatively narrow interests

d. appeal primarily to specialized readerships with relatively narrow interests

A __ is published by a retail business for readers with demographic characteristics similar to those who buy its products. a. synergistic magazine b. magalogue c. platform publication d. brand magazine

d. brand magazine

Magazines price advertising space in their pages according to their: a. level of controlled circulation b. size of run c. degree of pass-along readership d. circulation

d. circulation

The total number of sold issues of a magazine is its: a. controlled circulation b. pass-along readership c. run d. circulation

d. circulation

Magazine circulation comes in the form of subscription, single-copy sales, and: a. custom publishing b. split runs c. pass-along readership d. controlled circulation

d. controlled circulation

the American Medical Association recently encouraged the magazine industry to discontinue its practice of digitally altering women's bodies because those altered images create unrealistic expectations in girls and can lead to: a. mistrust not only of magazines but of large social institutions too b. increases in sexual assault c. increases in misogyny and sexism d. eating disorders and other childhood and adolescent health problems

d. eating disorders and other childhood and adolescent health problems

the depth of the relationship between readers and the magazine advertising they see is called: a. brand loyalty b. affinity c. subliminal messaging d. engagement

d. engagement

Produced to look like a consumer magazine, a __________ is actually a mail-order catalog. a. brand magazine b. platform publication c. synergistic magazine d. magalogue

d. magalogue

Online editions offering special interactive features not available in the hard-copy are maintained by __ American consumer magazines. a. three quarters of b. about half of c. relatively few d. nearly all

d. nearly all

The very first colonial magazines were expensive and aimed at the small number of literate colonialists. Their content was composed primarily of: a. functional material like corn prices, weather, and shipping schedules b. a few essays and a lot of advertising c. anti-Crown articles d. reprinted British material

d. reprinted British material

Which of the following is the name for the special versions of a given issue of a magazine, in which editorial content and ads vary according to some specific demographic or regional grouping? a. webzines b. anchored editions c. controlled circulation editions d. split runs

d. split runs

The magazine industry typically categorizes consumer magazines in terms of their: a. number of ad pages b. geographic reach c. articles d. targeted audiences

d. targeted audiences

The Postal Act of 1879 increased literacy and reduced cover prices, and _________ fueled the booming interest in mass circulation magazines after the Civil War. a. the emergence of several well-known columists b. interest in social movements c. a growing immigrant population d. the spread of the railroad

d. the spread of the railroad

What types of magazines carry stories, features, and ads aimed at people in specific professions and are distributed either by professional organizations or by media companies like Whittle Communications and Time Warner? a. consumer magazines b. controlled circulation magazines c. industrial, company, and sponsored magazines d. trade, professional, and business magazines

d. trade, professional, and business magazines