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CONTENT ANALYSIS PRESENTATION

By Vithusha Balachandran & Uttara Singh

“Because of the blizzard of information out there, there is not only a need but a

hunger for one brand to make sense of it all. TIME is the guide through chaos.

TIME converts information into knowledge, confusion into clarity.”

— Rick Stengel, TIME Managing Editor

Brief History & Ownership

TIME magazine was created in 1923 by Briton Hadden and Henry Luce making it the first weekly magazine in the United States.

It was a product of two students studying Journalism together at Yale University; Hadden and Luce were rival editors while at Hotchkiss, an early boarding school at Lakeville, Connecticut. Coincidentally they served together on the Daily News at Yale.

The goal was to create a magazine intended to deliver news to the mass public.

The first issue of Time was published on March 3, 1923, featuring on its cover Joseph G. Cannon, the retired Speaker of the United States House of Representatives.

Hadden died in 1929 at age 31 and Luce died in 1967.

TIME magazine is part of the TIMEWARNER empire, publisher of 155 magazines world wide.

Richard Stengel has been the current managing editor of the magazine since 2006.

Joseph G. Cannon

First issue of TIME magazine, 1923

Frequency, Circulation & Target

Audience TIME magazine is published and distributed weekly.

It is the largest weekly news magazine in the world.

It has a circulation of approximately 3,360,135 million readers every year.

In 2009 the magazine had a 34.9% decline in newsstand sales. There was a further decline of 0.3% in the first six months of 2010 and the second half of the year had another decline of 12% leading to just 79,000 copies sold per week.

Publishing ManagementKimberly Kelleher, Vice President, Publisher, TIMEJohn Cantarella, Senior Vice President, Digital, Time Inc. News GroupMichael Safran, Associate Publisher, TIMEJustin Oborne, National Sales Director, TIME.com

Editorial Management Richard Stengel, TIME Managing EditorMichael Elliott, Deputy Managing Editor / Editor, TIME InternationalJim Frederick, Executive Editor / Managing Editor, TIME.comNancy Gibbs, Executive EditorD.W. Pine, Design DirectorKira Pollack, Director of PhotographyMichael Duffy, Assistant Managing Editor / Washington Bureau ChiefRana Foroohar, Assistant Managing EditorRadhika Jones, Assistant Managing EditorBill Saporito, Assistant Managing Editor

Editorial Staff Editors-at-LargeMark Halperin, Editor-at-Large / Senior Political AnalystRichard Lacayo, Editor-at-LargeBelinda Luscombe, Editor-at-LargeJosh Quittner, Editor-at-LargeDavid Von Drehle, Editor-at-LargeFareed Zakaria, Editor-at-Large

Senior EditorsZoher Abdoolcarim, Senior Editor, TIME AsiaBobby Ghosh, Deputy International EditorJeffrey Kluger, Senior EditorAmy Sullivan, Nation EditorJyoti Thottam, Senior EditorJessica Winter, Arts Editor

Senior Writers Stephen Gandel, Senior WriterLev Grossman, Senior WriterJoe Klein, ColumnistStaff Writers John Cloud, Staff WriterSean Gregory, Staff WriterJames Poniewozik, Media and Television Critic

Writer-ReportersAlice Park, Senior ReporterBryan Walsh, Writer

STAFF

Senior CorrespondentMichael Grunwald, Senior Correspondent

CorrespondentsMark Thompson, Washington Deputy Bureau ChiefJay Newton-Small, Washington CorrespondentMassimo Calabresi, Washington CorrespondentMichael Scherer, White House CorrespondentAlex Perry, Africa Bureau ChiefCatherine Mayer, London Bureau ChiefSimon Robinson, Senior Editor, LondonBruce Crumley, Paris Bureau ChiefAryn Baker, Pakistan and Afghanistan Bureau ChiefBill Powell, Shanghai Bureau ChiefHannah Beech, Southeast Asia Bureau Chief

ContributorsPeter Beinart, ColumnistWalter Isaacson, International Affairs Columnist; Former Managing EditorRichard Schickel, ContributorJoel Stein, Contributor

TIME.comRobert Baer, Intelligence Columnist, TIME.comJohn Curran, Business Coverage, TIME.comVanessa Kaneshiro, Video Producer and Editor, TIME.comCatherine Sharick, Executive Producer, TIME.com

Editions

TIME Europe is published from London and reports the news in the Middle East, Africa, Latin America and Europe.

TIME Asia is based in Hong Kong and covers the news of all regions of Asia.

TIME South Pacific is based in Sydney and covers the news in Australia and New Zealand.

Time Business is a regular issue that gives more attention to the best business practises and smartest strategies.

TIME Women is a targeted edition aimed at 1 million married women in a TIME subscriber household. It is available twelve times a year and aims to educate working mothers on their personal and professional lives.

TIME Person of the Year is a special double issue which recognizes the individual or group of individuals who have had the biggest effect on the year's news.

Time 100 is an annual list of the 100 most influential people.

Editions

Time for Kids is published for children and distributed in classrooms.

Best Inventions is a special edition published annualy reporting on the most notable inventions of the year.

Best of the Year is the last issue to be released every year and focuses on the most memorable moments of that year.

Community Service examines the dramatic roles of humanitarians.

Environment is released twice a year (Spring and Fall) and includes first hand reporting and access to the most innovative green technics.

Health Special Reports is published seven times year and delivers health content with attention to topics like nutrition, fitness etc.

The Next 10 Big Ideas is issued annually and reveals the ten ideas that would re-shape our lives.

Adolf Hitler

1945

Albert EinsteinPerson of the Century, 1999

'Person' of the Year2006

Barack Obama2008

Young Afghan woman with her nose cut off after being mutilated by the Taliban.

July, 2010

Julian AssangeRunner Up for Person of the

Year, 2010

Mark Zuckerberg

Person of the Year 2010

News vs Advertising

In a regular edition, 28/75 pages (33%) are reserved for advertisements. Advertising to News Content ratio - 1:3

In a double issue, for example, TIME Person of the Year, 70/157 (45%) pages are devoted to advertisements. Advertising to News Content ratio - 2:5

Ratings Analytical Framework: Newsworthiness Timeliness Bias Transparency/Sources Language Layout/Presentation

Ratings were on a scale of 0-1010 – highest professional standard of journalism5 – average 0 – extremely poor

Newsworthiness

Definition: The quality of being sufficiently interesting to be reported in news bulletins.

Our score: 10/10.

Why? They go above and beyond to summarize information of general interest and newsworthy significance concerning the current events.

Timeliness

Timeliness - The quality of being seasonable and up-to date with the news.

Our score – 8/10

Why? As a weekly issued magazine, it does a good job of maintaining the balance between the current news and target news.

Tone/Mood

Definition – The magazine's attitude towards the subject and the audience.

Our score – 9/10

Why? It has a carefree and entertainment orientated approach towards its articles but manages to carry a informative tone to the news element of the articles. It has a 'feel-good' towards it.

Bias & Objectivity

Definition – A significant principle of professional journalism refering to 'fairness', 'factuality' and 'non-partisanship.'

Our score – 6/10.

Why? The News Articles are quite biased towards the Democratics. Ex: TIME columnist, Joe Klein

Transparency & Sources