Introduction to Mass Communication Media Literacy and Culture 9th Edition by Stanley J. Baran – Test Bank

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Chapter 5: Magazines

Test Questions

Multiple-Choice Questions

  1.  The first magazine in colonial America was
  2. Andrew Bradford’s American Magazine, or a Monthly View of the Political State of the British Colonies.
  3. Benjamin Franklin’s General Magazine, and Historical Chronicle, for All the British Plantations in America.
  4. Thomas Paine’s Avenging the Great Denial.
  5. Condé Nast’s

Answer: a

Bloom’s level: Remember

 

  1. In the early 1800s, U.S. magazines began to less resemble their British forefathers, in large part because of uniquely American
  2. literacy rates.
  3. advertising support.
  4. social movements like labor reform and abolition.
  5. postal rates.

Answer: c

Bloom’s level: Understand

 

  1. The U.S. mass-circulation popular magazine first prospered in the
  2. pre–Civil War years.
  3. post–Civil War years.
  4. excitement surrounding the turn of the twentieth century.
  5. wake of the emergence of the mass-circulation newspaper.

Answer: b

Bloom’s level: Remember

 

  1. The Postal Act of 1879 increased literacy and reduced cover prices, and _____________ fueled the booming interest in mass circulation magazines after the Civil War.
  2. interest in social movements
  3. a growing immigrant population
  4. the emergence of several well-known columnists
  5. the spread of the railroad

Answer: d

Bloom’s level: Remember

 

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

Answer: c

Bloom’s level: Remember

 

  1. In the first decades of the twentieth century, Theodore Roosevelt coined the term _____________ to describe writers who agitated for change by targeting powerful political and industrial people and institutions.
  2. snipers
  3. pulp writers
  4. inquisitors
  5. muckrakers

Answer: d

Bloom’s level: Remember

 

  1. The Crisis, first published in 1910 as the voice of the National Association for the Advancement of Colored People (NAACP), was founded and edited by noted African-American intellectual
  2. Paul Robeson.
  3. Artemus Williams.
  4. E. B. DuBois.
  5. Augustus DelRay.

Answer: c

Bloom’s level: Remember

 

  1. The year 1956 marked the beginnings of the death of the mass-circulation magazines. The first to cease publication was
  2. the Saturday Evening Post.
  3. Collier’s.

Answer: b

Bloom’s level: Remember

 

  1. Today, there are more than _____________ magazines in operation in the United States.
  2. 12,000
  3. 15,000
  4. 20,000
  5. 30,000

Answer: c

Bloom’s level: Remember

 

  1. Of all the magazines in operation in the United States today, approximately _____________ are general-interest consumer magazines.
  2. 7,200
  3. 15,000
  4. 22,000
  5. 30,000

Answer: a

Bloom’s level: Remember

 

  1. _____________ 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.
  2. Trade, professional, and business magazines
  3. Industrial, company, and sponsored magazines
  4. Consumer magazines
  5. Controlled circulation magazines

Answer: a

Bloom’s level: Remember

 

  1. _____________ are produced by companies specifically for their own employees, customers, and stockholders, or by clubs and associations specifically for their members.
  2. Trade, professional, and business magazines
  3. Industrial, company, and sponsored magazines
  4. Consumer magazines
  5. Controlled circulation magazines

Answer: b

Bloom’s level: Remember

 

  1. _____________ are magazines sold by subscription and at newsstands, bookstores, and other retail outlets like supermarkets, garden shops, and computer stores.
  2. Trade, professional, and business magazines
  3. Industrial, company, and sponsored magazines
  4. Consumer magazines
  5. Controlled circulation magazines

Answer: c

Bloom’s level: Remember

 

  1. Magazine circulation comes in the form of subscription, single-copy sales, and
  2. controlled circulation.
  3. split runs.
  4. custom publishing.
  5. pass-along readership.

Answer: a

Bloom’s level: Remember

 

  1. The magazine industry typically categorizes consumer magazines in terms of their
  2. geographic reach.
  3. targeted audiences.
  4. number of ad pages.

Answer: b

Bloom’s level: Remember

 

  1. What percentage of all U.S. advertising expenditures is given to magazines?
  2. 25%
  3. 10%
  4. 5%
  5. 20%

Answer: b

Bloom’s level: Remember

 

  1. _____________ are special versions of a given issue of a magazine, in which editorial content and ads vary according to some specific demographic or regional grouping.
  2. Controlled circulation editions
  3. Webzines
  4. Anchored editions
  5. Split runs

Answer: d

Bloom’s level: Remember

 

  1. The total number of sold issues of a magazine is its
  2. controlled circulation.
  3. pass-along readership.

Answer: d

Bloom’s level: Remember

 

  1. _____________ 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 fit this category.
  2. Controlled circulation
  3. A run
  4. Pass-along readership
  5. Circulation

Answer: a

Bloom’s level: Remember

 

  1. 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
  2. controlled circulation.
  3. pass-along readership.

Answer: c

Bloom’s level: Remember

 

  1. _____________ are ads that appear in magazines that take on the appearance of genuine editorial content.
  2. Editorials
  3. Advertorials
  4. Split runs
  5. Masked ads

Answer: b

Bloom’s level: Remember

 

  1. Overall, what percent of American adults read a magazine?
  2. 50%
  3. 65%
  4. 91%
  5. 98%

Answer: c

Bloom’s level: Remember

 

  1. The average ad content to editorial content ratio for an American magazine is _______ .
  2. 25% to 75%
  3. 61% to 39%
  4. 54% to 46%
  5. 10% to 90%

Answer: c

Bloom’s level: Remember

 

  1. In the contemporary world of consumer magazines, being good isn’t enough. A publication must be good and
  2. have a low cover price.
  3. appeal primarily to specialized readerships with relatively narrow interests.
  4. have exciting graphics.
  5. be published weekly.

Answer: b

Bloom’s level: Remember

 

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

Answer: c

Bloom’s level: Remember

 

  1. The very first colonial magazines suffered because distribution was difficult as a result of
  2. the absence of a well-organized postal system.
  3. fear of Indian attack.
  4. the difficult New England
  5. difficulties in hiring people to distribute.

Answer: a

Bloom’s level: Remember

 

  1. The university alumni magazine that you will receive when you graduate is an example of _____________ magazine.
  2. a trade, professional, or business
  3. an industrial, company, or sponsored
  4. a consumer
  5. a controlled circulation

Answer: b

Bloom’s level: Understand

 

  1. When you read Vogue, Sports Illustrated, or Wired, you’re reading _____________ magazine.
  2. a trade, professional, or business
  3. an industrial, company, or sponsored
  4. a consumer
  5. a controlled circulation

Answer: c

Bloom’s level: Understand

 

  1. The depth of the relationship between readers and the magazine advertising they see is called
  2. brand loyal.
  3. subliminal messaging.

Answer: d

Bloom’s level: Remember

 

  1. Which of the following is NOT among the problems faced by online magazines as they attempt to become profitable?
  2. People are used to their websites being free.
  3. They must produce expensive original content.
  4. They must compete not only with other magazines but with all other websites on the Internet.
  5. Web and Internet users tend to be unsophisticated readers.

Answer: d

Bloom’s level: Remember

 

  1. A _____________ is published by a retail business for readers with demographic characteristics similar to those who buy its products.
  2. brand magazine
  3. magalogue
  4. synergistic magazine
  5. platform publication

Answer: a

Bloom’s level: Remember

 

  1. Produced to look like a consumer magazine, a _____________ is actually a mail-order catalog.
  2. brand magazine
  3. magalogue
  4. synergistic magazine
  5. platform publication

Answer: b

Bloom’s level: Remember

 

  1. Magazines price advertising space in their pages according to their
  2. level of controlled circulation.
  3. size of run.
  4. degree of pass-along readership.

Answer: d

Bloom’s level: Remember

 

  1. The _____________ was established in 1914 to provide reliability to a booming magazine industry playing loose with self-announced circulation figures.
  2. Simmons Market Research Bureau
  3. Audit Bureau of Circulations
  4. Standard Rate and Data Service
  5. C. Nielsen Company

Answer: b

Bloom’s level: Remember

 

  1. ______ American consumer magazines maintain online editions offering special interactive features not available in the hard-copy.
  2. About half of
  3. Relatively few
  4. Nearly all
  5. Three-quarters of

Answer: c

Bloom’s level: Remember

 

  1. Magazine content placed near an ad that is designed to reinforce the advertiser’s message (or at least not negate it) is called
  2. complementary copy.
  3. an advertorial.
  4. a firewall.
  5. split run content.

Answer: a

Bloom’s level: Remember

 

  1. 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, this is referred to as
  2. an ad-pull policy.
  3. pre-screening.
  4. breaking the firewall.

Answer: a

Bloom’s level: Remember

 

  1. _____________ was first published in 1923. Its brief (originally only 28 pages long) presentation of the week’s news in review was immediately popular, and it was making a profit within a year of its birth.
  2. Time
  3. Newsweek
  4. S. News & World Report
  5. Collier’s

Answer: a

Bloom’s level: Remember

 

  1. There are more than 85,500 different ___________ in America, representing 26.6 billion annual copies.
  2. electronic
  3. foreign language
  4. brand magazines and magalogues
  5. controlled circulation

Answer: c

Bloom’s level: Remember

 

  1. Online magazines are categorized in two ways, as
  2. online editions of existing magazines and online-only magazines.
  3. consumer magazines and general interest magazines.
  4. those with advertising and those without.
  5. those accessed through the Internet and those not.

Answer: a

Bloom’s level: Remember

 

  1. _________ appear on virtually all consumer magazines, allowing readers to use their mobile devices to snap a photo and be instantly directed to a website.
  2. QR codes
  3. NFC chips
  4. Price codes
  5. Advertisements

Answer: a

Bloom’s level: Remember

 

  1. Tags embedded in magazine pages, called ____________, allow readers to be connected to digital content by simply holding their smartphones near them.
  2. QR codes
  3. NFC chips
  4. price codes
  5. advertisements

Answer: b

Bloom’s level: Remember

 

  1. How much readers enjoy magazine advertising is called
  2. brand loyalty.
  3. consumer culture.

Answer: a

Bloom’s level: Remember

 

True/False Questions

  1. The mass-circulation magazine prospered after the Civil War in part because of changes in postal regulations.

Answer: T

Bloom’s level: Remember

 

  1. Although app subscribers make up only 4% of magazine circulation, 79 out of the 100 top-grossing “Lifestyle” apps are for magazines.

Answer: T

Bloom’s level: Remember

 

  1. The Saturday Evening Post was the first of the mass-circulation magazines to fold after the arrival of television.

Answer: F

Bloom’s level: Remember

 

  1. Of the 20,000 magazines in operation in the country today, 7,200 are general-interest consumer magazines.

Answer: T

Bloom’s level: Remember

 

  1. The general consensus is that digital content and online versions of magazines substitute for the printed content.

Answer: F

Bloom’s level: Remember

 

  1. A brand magazine is a publication that has become so well known that it is, in effect, its own brand.

Answer: F

Bloom’s level: Remember

 

  1. Controlled circulation means that magazine publishers intentionally limit the overall size of their readership.

Answer: F

Bloom’s level: Remember

 

  1. The major circulation-monitoring companies do not include pass-along readership in their circulation totals.

Answer: F

Bloom’s level: Remember

 

  1. Consumer Reports has one of the highest advertising revenue incomes in the industry because of its useful reports on consumer products.

Answer: F

Bloom’s level: Remember

 

  1. Advertorials are ads that appear in magazines and take on the appearance of genuine editorial content.

Answer: T

Bloom’s level: Remember

 

Short-Answer Questions

  1. What factors spurred the success of the early magazine industry?

Answer: Answers will vary

Bloom’s level: Remember

 

  1. What factors spurred the success of magazines’ mass-circulation era?

Answer: Answers will vary

Bloom’s level: Remember

 

  1. Who and what were the muckrakers?

Answer: Answers will vary

Bloom’s level: Remember

 

  1. What factors spurred the success of magazines’ era of specialization?

Answer: Answers will vary

Bloom’s level: Remember

 

  1. What are the three broad types of contemporary magazines?

Answer: Answers will vary

Bloom’s level: Remember

 

  1. List five categories of consumer magazines and provide an example of each.

Answer: Answers will vary

Bloom’s level: Understand

 

  1. What factors slowed the success of online-only magazines?

Answer: Answers will vary

Bloom’s level: Remember

 

  1. List and define the three forms of magazine circulation.

Answer: Answers will vary

Bloom’s level: Remember

 

  1. Briefly define and provide an example of an advertorial.

Answer: Answers will vary

Bloom’s level: Understand

 

  1. Briefly explain some of the reasons why magazines have been able to survive challenges over the years.

Answer: Answers will vary

Bloom’s level: Understand

 

  1. What are the reasons magazines are so attractive to advertisers?

Answer: Answers will vary

Bloom’s level: Remember

 

 

Essay Questions

  1. Describe how advertisers can influence the content of magazines in which their ads appear. How appropriate or inappropriate do you consider this influence? Explain your answer.

Answer: Answers will vary

Bloom’s level: Evaluate

 

  1. There is no question that the contemporary magazine industry is characterized by specialization and catering to narrow interests. Do you see this as good or bad for a large democracy such as ours?

Answer: Answers will vary

Bloom’s level: Evaluate

 

  1. Describe the competition between magazines and television for advertising dollars. What strategies does each medium employ to prevail?

Answer: Answers will vary

Bloom’s level: Understand

 

  1. Many in the magazine industry are arguing for a new metric, one that represents the characteristics that make magazine advertising especially effective—engagement and affinity. Define each and explain how each renders magazine advertising particularly effective.

Answer: Answers will vary

Bloom’s level: Understand

 

  1. Altering images within magazines has become a heated controversy in the magazine industry. What is your take on the altering of photographs? Do you think this is an appropriate practice? Do you agree with “digitizing” our view of reality? Is this harmful to our culture?

Answer: Answers will vary

Bloom’s level: Evaluate

 

  1. Readers feel overwhelmingly positive about online magazines and access to interactive features through mobile devices. Do you feel technology has been as favorable to other media? What makes magazines different than newspapers in terms of success with technology? Do you think there will ever come a time when print magazines will become obsolete?

Answer: Answers will vary

Bloom’s level: Evaluate

 

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