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在19世纪末和20世纪初，杂志演变成更为具体和专业的一个全新的阶段。在此期间，该杂志改变了他们的营销策略在过去的时代，报纸或杂志旨在吸引尽可能多的人，无论他们是谁，希望吸引客户的所有关注。为了在彼此之间或与报纸竞争中脱颖而出，他们力争成为某一领域中最专业的人，以确保其目标客户的市场占有率。在这里，我选择美国教育月刊和银行家杂志来说明。

(1) Comment

While delving into UM libraries’ online database for magazines published during 1850 through the 1920s, what impressed me most was the miscellaneous category of the magazines. I was so shocked that there were so many different kinds of magazines, categorized by age, residence or industry and so on. During the late 19th century and early 20th century, magazines evolved into a brand new phase which was more specific and professional. The magazines during this time changed their marketing strategies. In previous times, newspapers or magazines intended to take all the audience into concern with the hope of attracting customers as many as possible no matter who they were. However, magazines during this time focused on certain groups and each magazine had their own target audience. 

To stand out among each other or compete with newspapers, they strive to be the most specialized in a certain field so as to secure the market share of their target customers. Here I choose American Educational Monthly and Bankers Magazine to illustrate. As is obviously shown in the names of the magazines, the magazines were definitely seeking different types of readers. For the first magazine, the contents were all related with education such as reform in schools, home education or books. For Bankers, the content covers areas from investment to analysis of financial situation.

Accordingly, stories and advertisements posted on the magazines belonged to the same type. For American Educational Monthly, we can see teachers recruiting advertisements or sales for school property. While in Banker’s Magazine, the advertisements normally centered on personal investment or finance management. Besides, the content of the advertising had some impact on the editorial contents. In American Educational Monthly, the advertisement of recruiting teachers came after a report on reform schools. Nevertheless, most of the advertisements were education relative and it’s hard to tell how much the influence could be since the magazine was designed for the field.

1. American Educational Monthly 

http://search.proquest.com.offcampus.lib.washington.edu/americanperiodicals/publicationissue/EB7DD3D64F7D41A2PQ/$5bqueryType$3dpubbrowseDescending:americanperiodicals$3b+sortType$3dDateDesc$3b+searchTerms$3d$5b$3cAND$7cpubid:24925$3e$5d$3b+searchParameters$3d$7bjstorMuseCollections$3dMUSEALL,+chunkSize$3d50,+instance$3dprod.academic$7d$3b+metaData$3d$7bUsageSearchMode$3dPublication,+publication.search.filter$3dSep+1867$3b_$25+Vol.+4+$289$29,+dbselections$3d10000019,+SEARCH_ID_TIMESTAMP$3d1414067046870,+publication.name$3dAmerican+Educational+Monthly+$281864-1867$29$7d$5d/1/American+Educational+Monthly+$281864-1867$29/01867Y0

2. Banker’s Magazine

http://search.proquest.com.offcampus.lib.washington.edu/americanperiodicals/publicationissue/570FF808C02E4A1CPQ/$5bqueryType$3dpubbrowseDescending:americanperiodicals$3b+sortType$3dDateDesc$3b+searchTerms$3d$5b$3cAND$7cpubid:41500$3e$5d$3b+searchParameters$3d$7bjstorMuseCollections$3dMUSEALL,+chunkSize$3d50,+instance$3dprod.academic$7d$3b+metaData$3d$7bUsageSearchMode$3dPublication,+publication.search.filter$3dJun+1943$3b_$25+Vol.+146+$286$29,+dbselections$3d10000019,+SEARCH_ID_TIMESTAMP$3d1414070966710,+publication.name$3dBankers$27+Magazine+$281896-1943$29$7d$5d/1/Bankers$27+Magazine+$281896-1943$29/01943Y06Y01$23Jun+1943$3b++Vol.+146+$286$29?accountid=14784

(2) Response to Lynsey Lorraine

It’s so true that American magazines during the late 19th and 20th century began to evolve into an audience-targeted business. Unlike previous magazines, magazines during this time were designed for certain groups. After browsing through Ladies’ Home, all the ads I can read were either oven for baking or sewing machine. Just as the name tells us, the ads are for ladies and for home stuff. However, I am not quite sure about your point of the ads’ influence on editorial contents. Taking Ladies’ Home for example, the ads were all about household applications, but the contents of the magazine were mainly about personal experience of certain ladies or romance stories that ladies may be interested or instructional tips for ladies so that they could better protect themselves or enjoy a happier life. So personally speaking, I think advertising may affect the editorial contents but it depends on different magazines, different editors or even different advertisers who may have enough power or pay enough to influence the contents.

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