1.1.1.2 Magazines

The range of magazines consists mainly of periodicals, including trade magazines, journals, and illustrated magazines. Trade magazines cover a limited field, thus attracting a limited specialist readership. Unlike books, production costs for magazines are not paid for exclusively by the final consumer. Often more than half of the costs are financed by advertising. Magazines are usually published by publishing houses just like books. Unlike books, magazines usually have a shorter lifespan. This is due to the content and it is a major characteristic of the periodical. Since magazines have a limited length of use and differ from books greatly in terms of content, their external form also differs from that of books. Magazine production differs considerably from book production. Magazines are generally multicolored booklets with a flexible cover. They often have a high circulation and are bound using simple binding

processes (e.g., wire-stitching, perfect binding). Depending on the circulation, magazines are printed with sheet-fed offset or web offset presses, but rotogravure presses are also used for magazines with a very high circulation.

1.1.1.3 Newspapers

The newspaper is still one of the most significant mass media today. The first newspapers appeared at the start of the seventeenth century. Pamphlets in the sixteenth century were the precursor of the newspaper. Most newspapers are produced daily and have a high circulation. Some daily papers even appear a few times per day, to ensure that their content is very up-to-date. The two most important categories of newspapers are daily papers (dailies) and weekly papers. The external appearance of newspapers differs considerably from that of magazines. Newspapers normally consist of large-size loose sheets. Several of these loose sheets are combined during production and form an individual section of the paper. A newspaper consists of several sections/parts with varying content called “newspaper books.” Generally,newspapers are produced on special newspaper printing presses. These presses are highly productive web presses, which can print on uncoated paper, at low cost. The traditional newspaper used to be black and white. Modern printing presses are able to print in color economically. This has created the opportunity to adapt the newspaper’s appearance to today’s expectations (color photographs, color TV), but also to conform to the wish of many advertising customers that their advertisements be published in color. The production of a newspaper is mainly financed by advertising inserts and advertisements. For this reason the ultimate consumer price for a newspaper is relatively low.

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1.1.1.4 Brochures

Along with advertising inserts, which we come across every day in newspapers and magazines, there is a large market for leaflets and product descriptions. Such printed matter is referred to as brochures. Unlike magazines and newspapers, they are not published periodically. Brochures are commercial print work. Another significant difference from newspapers or magazines is the usually low print volume of brochures.

Today, brochures are generally printed in color and are available either as folded individual sheets or bound copies. They are of better quality than newspapers. Brochures are mainly used to describe something particular (e.g., company, product). Brochures are mostly used for advertising; therefore production costs are normally borne by the advertiser and not by the reader.