ABSTRACT
Magazine journalists today, if they work for commercial titles, need to understand how publishers function as businesses. This chapter introduces the financial aspects of magazine publishing. It explains that revenue is raised through advertising, how this enables advertisers to influence the content of titles, especially in the consumer lifestyle sector, and how the Internet and social media represent a threat to this source of revenue. The growing significance of content marketing and native advertising is a result of the evermore intense competition for advertisers’ spend, as is the widespread use of market research to enhance the precision with which advertisers can target readers through the pages of magazines.
