Magazine (warehouse)

“ The oldest periodical of its type, it is yet, in each new volume, a new magazine, nor simply because it presents fresh subjects and new pictures, but also, and chiefly, because it steadily advances in the method itself of magazine-making. In a word, the MAGAZINE becomes more and more the faithful mirror of current life and movement. ”

“ What it means is that "production" for me, as aforesaid, means production of the little book, pure and simple—independent of any antecedent appearance; and, truth to tell, now that I wholly see that, and have at last accepted it, I am, incongruously, not at all sorry. I am indeed very serene. I have always hated the magazine form, magazine conditions and manners, and much of the magazine company. I hate the hurried little subordinate part that one plays in the catchpenny picture-book—and the negation of all literature that the insolence of the picture-book imposes. ”

“ Publishers and distributors should provide such magazines in modesty sleeves, or make modesty boards available, to all outlets they supply and strongly encourage the appropriate display of their publications. Retailers should be open and transparent to show that they welcome and will act on customer feedback regarding magazine displays. ”

“ Are there enough people in the United States who will buy an ably edited “high-class” magazine to attract a profitable number of advertisers? That is the question which remains to be answered. A probable answer is that there may be enough, but that it will be a herculean task to get them all buying the same magazine. ”

“ The fiction magazines also have cut into the sale of ephemeral novels. For the price of one novel the uncritical reader may fortify himself with enough reading matter to keep him diverted for a month. Nowadays the hurrying citizen approaches the magazine counter in much the same spirit in which he attacks the help-yourself lunch-trough—grabs what he likes and retires for hurried consumption. It must, however, be said for the much-execrated magazine editors that with all their faults and defaults they are at least alive to the importance and value of American material. ”

“ If I insist a little upon the high office which this modern form of publication fulfils in the literary world, it is because I am impatient of the antiquated and ignorant prejudice which classes the magazines as ephemeral. They are ephemeral in form, but in substance they are not ephemeral, and what is best in them awaits its resurrection in the book, which, as the first form, is so often a lasting death. An interesting proof of the value of the magazine to literature is the fact that a good novel will have wider acceptance as a book from having been a magazine serial. ”

“ As a natural result of the demand for standardization of taste and material desires came the modern magazine. The magazine with a circulation of a million or two million became not unusual. The real purpose, as everyone understands, was to create through advertising, a nation-wide demand for certain commodities. The magazines were business institutions run by business men with business ends in view. ”

“ However, the student should beware of relying upon material found in any magazine merely because the publication poses as a magazine instead of as a newspaper or story book. Some of the popular magazines which appear to be manufactured for the sole purpose of being sold, make an attempt at sensationalism rather than truth. Such periodicals should never be relied upon as authority.
Another source of evidence found in current literature is the technical and professional magazine. Almost every trade and profession has one or more reliable magazines. ”

“ Interesting and attractive as magazine advertising has become—it certainly should be so, considering the advertisers pay good money to put it before the people—it is not enough alone to sell a magazine, and when it forms more than half or two thirds of the number the issue becomes too bulky and the value of the advertising pages themselves decreases. In making sandwiches the ham must not be sliced too thin. That necessitates starting a new magazine; and so we find from three to a dozen periodicals issued by the same house, often similar in character and apparently rivals. ”

“ Financially speaking, our big newspapers and popular magazines are today more dependent upon their advertisers than they are upon their readers; it is not a cynicism, but the statement of a business fact, that a newspaper or popular magazine is a device for submitting competitive advertising to the public, the reading-matter being bait to bring the public to the hook. ”

“ The modern magazine is a distinctly new product. When the slow, thick stream of book-making first began to spread and filter out through the new channels of periodic publication, a magazine was a serious literary production. ”

“ Then, too, on the score of emolument, justly recognised now as a very essential matter, and legitimately entitled to grave consideration, the magazine offers advantages not within the reach of either book or newspaper. ••• But after all, the great point is, that magazines are more read than any other kind of publications. They just adapt themselves to the leisure of the business man, and the taste of the idler ”

“ It is not, of course, that American journalism, whether of the daily or monthly sort, has consciously set itself to supplant the habit of book-reading. A thousand social and economic factors enter into such a problem. But 264 few observers will question the assertion that the influence of the American magazine, ever since its great period of national literary service in the eighties and nineties, has been more marked in the field of conduct and of artistic taste than in the stimulation of a critical literary judgment. ”

“ Their circulations began to go up—a hundred thousand increase a month was not unknown in those days of popular delirium. Magazine publication became what it had never before been in American history, and what it has never been since—a competitive industry, instead of a camouflaged propaganda. Is it not a complete vindication of my thesis, that in a couple of years half a dozen magazines were able to build up half a million circulation, by no other means whatever than telling what the newspapers were refusing to tell? ”

“ Nothing can be more absurd; and the history of the leading penny commercial and weekly papers in large cities attests this. In magazines the world does not take unfledged genius and untried promises at par. The magazine world—by which we mean that part of the world that reads magazines—has grown cautious, cute, shrewd, or whatever may happen to be the choicest phrase to designate a careful squint into the “bag” before “buying the pig.” ”

“ I use no figure of speech when I say that we may now buy our books in bulk. I saw, only this morning, the advertisement of a large dry goods “emporium” (’tis laces and literature now) wherein is announced for sale the bound volumes of a popular magazine. “Over eight pounds of the choicest reading, bound in the usual style—olive green.” ”

“ We propose to supply week by week a magazine fully equal in the quality of its contents to any of the popular monthly magazines; whilst the quantity of reading matter and the number of illustrations will be fully one-half of those given in publications costing six or even twelve times as much."
No one can charge the projectors of the new weekly with lacking a robust belief in its deserts and its fortunes:
"In the New Penny Magazine," the editorial pen proceeded, "readers will find themselves in possession of a treasure-house of literature old and new, both solid and entertaining. ”

“ It is simply the records of the American News Company. We had, I think, 425,000 circulation, and we broke all records for the same length of time. No other magazine ever succeeded with an investment as small as ours. When they took the magazine away from me I think we had nearly thirty thousand dollars a month advertising.
But it is a peculiarity of magazines that when they grow too fast they lose money for a time. You have contracted for a year to publish advertisements, based on a circulation of a hundred thousand copies. ”

“ The maker of periodicals can no more afford to appeal to the taste of the cultivated few than can the thrifty maker of stuffs. What is sold in open market must be adapted to the demands of the open market. It is simply legitimate business prudence which keeps most magazines from attempting to print literature. They publish, as a rule, all the literature that the public will have,—modified, unhappily, by the difficulty of getting it to publish in a world where literature cannot be made to order. A book, it is to be remembered, is a venture; a magazine is an enterprise. ”

“ It is a well-known fact among successful magazine editors that their most striking successes have been made by material to which unknown names were attached, where the material was fresh, the approach new, the note different. That is what builds up a magazine; the reader learns to have confidence in what he finds in the periodical, whether it bears a famous name or not. ”

“ Considering the number of periodicals at present published in Great Britain, the extent of their aggregate circulation, and the range and variety of topics discussed in their pages, their effect on the public mind of that country for good or evil can scarcely be overestimated. A magazine holds a middle place between the legitimate literature of books and the ephemeral and generally ill-digested effusions of newspapers, and appeals, especially to the middle classes, as it were, in science, taste, and art. ”

“ On the generally accepted assumption that each sold copy of a popular magazine eventually reaches an average of five persons, [Pg 62] there is one forum in the magazine world of America which every week assembles a throng of ten million or more assorted citizens, gathered from everywhere, coast to coast, men and women, young and old, every walk of life. ”

“ What more is needed for a magazine? You have the poetry, the philanthropy, the man of to-day, the fictitiousness, and the business instinct necessary for the successful modern magazine all concentrated in one person. Why not publish that person, say my friends, and I, feeling as I do that no man has a right to the selfish enjoyment of the great gifts nature has bestowed upon him, of course can only agree. I am to be incorporated with a capital stock of five hundred thousand dollars. One hundred thousand dollars' worth of myself I am to be permitted to retain ”

“ The best basis of differentiation among magazines, then, is not the extent of circulation but the class of readers appealed to, regardless of the part of the country in which the readers live. The popular general magazine, monthly or weekly, aims to attract readers of all classes in all parts of the United States.
How Magazines Get Material. Magazine articles come from (1) regular members of the magazine's staff, (2) professional or amateur free-lance writers, (3) specialists who write as an avocation, and (4) readers of the periodical who send in material based on their own experience. ”

“ Unlike most of our ordinary historic reviews, they have a permanent value: they are not condemned, as some very good English work of the kind is, to be the padding of popular magazines,— the ever uncut leaves that interpose between the two sensational stories by which the magazine lives,— but they are put together and stored up for the days when either the writers or some who have profited by the reading of them can use them in more continuous, more consolidated, work. ”

“ Their wonderful march to their eminent and leading position as publishers has given an excellent example to the country in refining and solidifying the common rules of business in their own field, and elevating and dignifying a branch of trade than which not one is clothed with nobler and purer associations. From this house, also, go forth a quarterly, two monthlies, and a weekly magazine, any one of which would add lustre to the repute of the publishers. None but sound and sweet literature comes from hence. ”

“ The next thing he has to learn is that an article for a magazine differs chiefly from a newspaper story in that the magazine must make a wider appeal—to a national rather than to a local interest. The successful magazine writer is simply a reporter who knows what the general public likes to read, and who has learned when and where and how to market what he produces. Timeliness is as important as ever, so he must look to his tenses. ”

“ It is more or less easy to get a write-up in a trades-paper for an article that comes within its sphere, and very often the editor of that magazine will be willing to do the writing-up, from circulars furnished to him or from observations of the machines as a news item, for the dual purpose of furnishing its readers with useful information, and of obtaining advertising patronage from the beneficiary. ”

“ One reason for this is that the advertisements in an American magazine are printed on as good paper, and printed with as great care, as any other part of the contents. There are probably very few among American magazine readers who do not habitually look through the advertising pages, with the certainty that they will be entertained by the beauty of the advertiser’s illustrations and the quaint curtness of his phrases. ”

“ Then, too, books were expensive, because many had to be imported from abroad, and those printed here could not be sold as cheaply as now. These conditions favored the magazines, which were inexpensive and furnished to their readers, besides [10] original matter, republications of the best literature of Europe. They kept the public abreast with the times and supplied the place now occupied by the numerous libraries and books which can be purchased at a moderate cost.
Another element which the magazine of a century ago did not have to contend with so vigorously was the newspaper. ”