![]() Some charged only a dime, and many had more accessible writing and engaged the concerns of the emerging middle class. But the newer magazines (among them McClure’s, Collier’s, The Saturday Evening Post, and Munsey’s) sought, as one publisher put it, to convey the ‘whirlpool of real life,’ and to do so in a more vivid way than the reserved publications of the past. A Vanity Fair article captured the moment, “The dominant journals of earlier decades-such as Harper’s Monthly, The Atlantic Monthly, and The Century-were written explicitly for educated Protestant elites and usually expressed their readers’ provincial literary tastes and their class and ethnic prejudices. The dawn of the 20th century was a transformative period for American magazines. As The Atlantic described it, “Lowell unswervingly trained his attention on American writers, providing a home both for the younger American talents, whom he cultivated, and for the established ones.”1 John Tebbel and Mary Ellen Zuckerman, The Magazine in America 1741-1990 (Oxford Press, published in 1991), pp 1-7. Underwood and prominent writers Ralph Waldo Emerson, Oliver Wendell Holmes Sr., Henry Wadsworth Longfellow, Harriet Beecher Stowe, and John Greenleaf Whittier, with James Russell Lowell as the first editor. Founded in 1857, The Atlantic was created as a “journal of literature, politics, science, and the arts.” Its founders included Francis H. Looking Back From Nast, Luce, Hearst, and Newhouse to Benioff and Powell JobsĪmerica’s “general interest” magazine originated in Boston. Finally, the paper examines how six leading thought leader magazines – New York Magazine, Mother Jones, Wired, The Information, The Atlantic, and Rolling Stone – are all responding to changing public demand and delivery. The discussion then turns to brand affinity, as it relates to trust and affects revenue streams. In exploring these questions, the paper starts with a brief history of the thought leader magazine with an emphasis on how they built trust, which is key to attracting loyal readers. This paper explores two questions: How does brand affinity affect revenue models? What leads the digital reader to subscribe to a thought leader magazine? ![]() But new business models are emerging that, if not proven, are at least promising and important to study. The display of magazine titles from around the world is giving way first to a six-month popup and then to a tourist information bureau, yet another reminder of the fading magazine industry. ![]() The beloved Out of Town Newsstand that has long been part of Harvard Square’s heritage is going out of business. ![]() You can listen to an audio version of this paper, read by the author, here: ![]() Papers may be downloaded for personal use and shared under the Center’s Open Access Policy. Such papers are included in this series to elicit feedback and to encourage debate on important issues and challenges in media, politics and public policy. The views expressed in Shorenstein Center Discussion Papers are those of the author(s) and do not necessarily reflect those of Harvard Kennedy School or of Harvard University.ĭiscussion Papers have not undergone formal review and approval. To read a PDF version of this paper click here. Her work has been published in USA Today, Press Gazette, The Atlantic, The Boston Globe, The Globe and Mail, The Ottaway Citizen and WBUR’s Cognoscenti. Heidi Legg is a long-time journalist who founded a digital local news startup,, before joining the Shorenstein Center as Director of Special Projects in 2018. ![]()
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