Over the last century, magazines have gradually evolved into increasingly specialized and fragmented categories. This transformation from general interest to niche publications began with the popularization of television. To survive the threat posed by the success of broadcast media, print publications sought to differentiate themselves from their competitors by developing market niches. During this transition, magazine editors found that producing specialized content also appealed to advertisers seeking to target specific audiences. These ads did not need to appeal to the general public. Instead, advertisers could target groups based on gender, age, race, class, and social and cultural interests, as determined by the demographics of the magazine’s audience (Campbell et al.).

From the medical field to the automotive industry, specialization has become necessary to compete in an increasingly competitive market. Yet, the trend is most evident in mass media and the publishing industry in particular. “In 2006, the Magazine Publishers of America trade organization listed more than 40 special categories of consumer magazines (Campbell, et. al.).” This wide variety of niche publications reflects the increasing specificity of markets and audiences. “In publishing, demand for specialized magazines and books can be evidenced by looking at the magazine rack. [There are] magazines focusing on photography to cars, to economics and foreign affairs and more (Hess, 2007).” Specialization is likely to increase, rather than decrease. “Market fragmentation has and probably will continue to proliferate. Customization and individualization will probably be the continuing trend (Hess, 2007).”

Professional Trade Publications

Nearly every trade group produces a professional publication for its members. Many trade organizations have their libraries that house publications dedicated solely to their specific groups. For example, if a person wishes to find information on agriculture, forestry, fishing, and hunting organizations, the National Agricultural Library in Beltsville, Maryland, near Washington, DC, might offer a starting point. One of the five national libraries of the United States, it holds one of the world’s largest collections of agricultural information. It links a nationwide network of state land-grant and U.S. Department of Agriculture field libraries (Career Resource Library). This is but one example of the array of trade-group publications available.

Scholarly Publications

Academic journals have existed in some form since the early years of magazine publication. During the 17th century, the Universal Historical Bibliothèque became the first journal to invite scholarly contributions. Today, hundreds of literary journals exist, such as the American Economic Review and The Journal of Marriage and Families, and every academic field has its own array of journals to which scholars can contribute. Most university libraries provide students and faculty with access to these journals through library databases.

In the academic field, the prestige of journals is often determined by their history, the types of articles they publish, and their selectivity. Most scholarly journals follow a rigorous peer-review process to decide which articles to publish. This process involves a panel of readers reviewing an anonymous article and then deciding whether to accept the paper as is, accept it with changes, or reject it altogether. For graduate students and university faculty, publishing in such journals is a crucial step in disseminating their ideas and advancing their careers.

Religious Groups

Magazines dedicated to various religious groups, such as Christianity Today and Catholic Digest, provide a platform for diverse viewpoints. While Christian publications form the largest group, other faiths also have their platforms. Hadassah Magazine targets the Jewish community, and Lion’s Roar affiliates with the Buddhist faith. Additionally, certain magazines, such as CrossCurrents, cater to people of all religions. The magazine’s publishers state that CrossCurrents serves as “a global network for people of faith and intelligence who are committed to connecting the wisdom of the heart and the life of the mind (Cross Currents).” This diversity in religious magazines ensures that all faiths have a voice in the media.

Political Groups

Political groups have also capitalized on the magazine industry. Most people can find a publication that reflects their political opinions, whether liberal (The American Prospect) or conservative (The American Conservative). The American Prospect targets Democrats with “thoughtful views of America’s progressive liberal Democratic issues, ideas, politics, and policy (All You Can Read).” Conversely, the American Conservative aims to attract right-leaning individuals and “is dedicated to reigniting the conservative conversation, engaging the neo-conservative agenda through its espousal of traditional conservative themes (All You Can Read).”

Pulp and Genre Fiction Magazines

Although pulp magazines have declined in popularity since the 1930s, this unique niche continues to play an essential role in the magazine industry. Asimov’s Science Fiction, a science fiction magazine founded in 1977 that remains popular today, came about because “one of science fiction’s most influential and prolific writers, Isaac Asimov, wanted to provide a home for new SF (science fiction) writers—a new magazine that young writers could break into. Asimov’s Science Fiction remains that home, as well as the publisher of some of the field’s best-known authors (Asimov’s Science Fiction).” True to its original intention, the magazine publishes stories of varying lengths for the avid science fiction fan.

First launched in 1941 to “raise the sights of mystery writers generally to a genuine literary form,” to “encourage good writing among our colleagues by offering a practical market not otherwise available,” and to “develop new writers seeking expression in the genre,” the Ellery Queen’s Mystery Magazine has published a large number of now famous writers including Rudyard Kipling, William Faulkner, Ernest Hemingway, Norman Mailer, and Alice Walker (The Mystery Place). Today, the publication prides itself on being “on the cutting edge of crime and mystery fiction, offering readers the very best stories being written in the genre anywhere in the world (The Mystery Place).” Although pulp and genre fiction magazines tend to have pretty low circulation, the caliber of the authors they often attract gives these publications a significant degree of influence within their respective niches (Anders, 2009).

Hobby and Interest Magazines

Hobby and special-interest magazines cater to some of the largest niche audiences, reflecting the diverse array of hobbies and interests enjoyed by different individuals. Within this classification of journals, one can find magazines on various topics, including sports (Sports Illustrated), wellness (Health), cooking (Bon Appétit), home decoration and renovation (This Old House), and travel and geography (National Geographic).

Readers interested in specific hobbies can typically find a magazine that caters to their interests. Photographers, for example, can subscribe to the British Journal of Photography, the world’s longest-running photography magazine, in publication since 1854. This journal prints “profiles of emerging talent alongside star names, a picture-led Portfolio section, business analysis and detailed technology reviews (British Journal of Photography).” Music enthusiasts can choose from a variety of publications, ranging from more general ones, such as Spin and the Early Music Review, to specialized ones, such as the Journal of the International Double Reed Society and Just Jazz Guitar. Others include magazines entirely devoted to crafting, such as Creating Keepsakes, which caters to scrapbook enthusiasts, and The Pet Gazette, which is appropriately named for its focus on pet ownership.

Fashion has provided a highly lucrative and visible interest in the magazine market. Founded in 1892, Vogue served as “America’s cultural barometer, putting fashion in the context of the larger world we live in—how we dress, live, socialize; what we eat, listen to, watch; who leads and inspires us (Vogue).” The magazine boasts a huge following, with a circulation of over 1.2 million readers. Vogue’s mission statement declares an intent to lead the way in the fashion magazine industry, reading:

Vogue’s story is the story of women, of culture, of what is worth knowing and seeing, of individuality and grace, and of the steady power of earned influence. For millions of women each month, Vogue is the cultural eye, inspiring and challenging them to see things differently, both within themselves and the world (Vogue).

Despite Vogue’s high circulation, most special-interest magazines have a smaller readership. This can worry editors charged with adding more subscriptions to increase profit. However, the appeal of such specific audiences generates more revenue from advertisers, who can purchase magazine space knowing that their ads have reached a targeted audience.

Beyond the Pages: How Vogue Conquered Hollywood

Vogue has served as inspiration for two major films: The Devil Wears Prada (2006) and The September Issue (2009). Based on Lauren Weisberger’s novel of the same name, The Devil Wears Prada tells the story of a young woman living in New York who aspires to become a magazine writer. She lands a job as the assistant to the city’s most ruthless magazine editor, Miranda Priestly—played by Meryl Streep—who runs Runway magazine, a fictionalized version of Vogue. This coming-of-age story highlights the work that goes into producing a magazine of such prestige and quality. Streep received an Oscar nomination for her performance and, appropriately for a film about fashion, the costume designer also earned a nomination for Best Achievement in Costume Design.

The documentary The September Issue chronicles Vogue editor-in-chief Anna Wintour’s preparation for the 2007 fall fashion issue. Wintour inspired Streep’s character in The Devil Wears Prada because she exerted a powerful influence on the fashion industry and made many demands as an editor. The film, however, humanizes her while still demonstrating her obsession with fashion and with perfection in her magazine.

The success of both films reveals a fascination with the fashion and publishing industries. Hollywood would release these two films, which might surprise but reflect an interest in journalism from a younger audience, as the magazine industry experienced a decline. The use of publishing as a topic in the film medium shows how magazines, though struggling, remain relevant and how special-interest magazines, like those in fashion, can transcend the medium and cross over into other mass media.