NEW YORK EVENING ENQUIRER. See NATIONAL ENQUIRER
Today, the New York Times Magazine is an acknowledged leader not only in reporting timely, thorough news features, but also in introducing the latest trends in almost every field through its advertising. An "upscale lifestyle" magazine, its advertising is aimed at the life style of the affluent of society. 1 The Magazine's ad pages topped Advertising Age's 1986 Top 100 Media Companies in the magazine sector. 2 Advertising covers products and services perceived to be desirable by the wealthy, such as travel, skin-care products, and fashion. However, when United Technologies hoped to solidify its corporate identity, it ran a series of innovative ads in the New York Times Magazine, the New Yorker, and Time* magazine. 3 Such is the prestige of the New York Times and its Magazine.
What is now known as the New York Times Magazine was first printed on 6 September 1896 as the New-York Times Sunday Magazine Supplement. Begun less than a month after the new owner of the New York Times, Adolph S. Ochs, had taken control, the Magazine section was founded with the purpose of exploring current events. While other Sunday supplements of the time contained bland, independent stories, the Times Sunday Magazine focused on those events and topics that had been news in the daily papers of recent weeks. 4 The policy of following the current news has been a cardinal principle of the Magazine throughout its history.
In fact, Lester Markel, legendary editor and driving force behind the Sunday Times for over forty years, stated that the ideal Sunday paper consisted of three parts: "first, the news of the day--the news of Saturday; second, the background of the news of the week; third, something of permanent value . . . The more or less permanent touch is given . . . in the magazine and in the book review." 5 The Magazine was to deal with "long-range" or "spread news," as opposed to "spot news." 6 Markel explained that "the importance of the capture of Iwo [Jima] to the advance on Japan is spot news for the review [of the week]; the nature of the Japanese homeland and the large job of conquering it are spread news and something for the magazine." 7
The early Magazine caused Sunday circulation to soar. Its halftone photos were of great interest to the reading public. In fact, the first scoop of the new Magazine, 4 July 1897, contained fifty photographs of Queen Victoria's Jubilee. The Times Magazine published the pictures first and published pictures of better quality than any of its competitors. 8
Yet, its early successes did not insure the magazine's future. By 1899, the Magazine was discontinued due to an inadequate production plant. It was revived in June 1901, but, again, lasted only a short time ( January 1904). Indeed, the
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Publication information: Book title: American Mass-Market Magazines. Contributors: Alan Nourie - Editor, Barbara Nourie - Editor. Publisher: Greenwood Press. Place of publication: New York. Publication year: 1990. Page number: 326.