Crafting a Community: Staff Members’ Conceptions of Audience at a City Magazine

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News organizations often develop content that serves the interests of advertisers and audiences. City magazines, which cater to affluent readers while aiming to reflect their communities, provide an important site of analysis for this trend. This study used participant observation and interviews at a Midwest city magazine to understand how it used the relationship between editorial content and advertising to increase profits and serve readers and advertisers. The findings reveal how staff members discursively constructed their audience, commodified that audience as a product for advertisers, and understood the community they serve and their function within it.