TEST BANK for
Straubhaar’s Media Now, 5th Edition 2008 Update
CHAPTER 3
BOOKS AND MAGAZINES
True/False
1. T F
The DaVinci Code is an example of a professional book.
Answer: False
Reference: p. 79
2. T F
Newsletters are blurring the distinction between newspapers and magazines.
Answer: True
Reference: p. 78
3. T F
Linotype machines use rotating cylinders of type to print on both sides of rolls
of paper.
Answer: False
Reference: p. 68
4. T F
The Copyright Act of 1790 protected publishers who stole original works
from authors.
Answer: False
Reference: p. 61
5. T F
Magazine mailing lists are valuable for their ability to target reading markets.
Answer: True
Reference: pp. 74–75
6. T F
If you subscribe to a magazine, you typically pay less than half the cost of
buying the magazine on a newsstand.
Answer: True
Reference: p. 72
7. T F
Offset printing permitted entire pages of print and images to be produced at
once.
Answer: True
Reference: p. 68
8. T F
Desktop publishing has shrunk the mechanical printing press to the size of an
ordinary desktop.
Answer: False
Reference: pp. 66, 68–69
9. T F
A challenge to the success of e-publishing is the problem of reading text on a
computer screen.
Answer: True
Reference: pp. 69–71
10. T F
Magazines, as a form of modern mass media, differentiate themselves from
most newspapers and network television by distributing copies through
subscriptions.
Answer: False
Reference: pp. 64–66
11. T F
One obstacle to the diffusion of e-books is that e-books cannot display
backlisted items.
Answer: False
Reference: p. 71
12. T F
The term for transferring computerized pages directly to be printed is called
direct digitization.
Answer: False
Reference: p. 69
13. T F Early American magazines helped promote revolution.
Answer: True
Reference: p. 61
14. T F
Computer-to-plate technology transfers digital page images in a computer
onto printing plates directly.
Answer: True
Reference: p. 69
15. T F
Nineteenth century magazines adapted to new conditions in the 20th century
by focusing on content with mass appeal.
Answer: True
Reference: p. 62
“Print-on-demand” refers to technology that determines the number of books
to print based on the projected demand.
Answer: False
Reference: p. 69
16. T F
17. T F Out-of-print books are referred to by publishers as “backlisted.”
Answer: False
Reference: p. 70
Multiple Choice
18. What was a magazine trend during the Civil War?
a) Serial novels had a strong impact for the anti-slavery movement.
b) Magazines grew due to dramatization of war scenes.
c) Weekly magazines offered in-depth coverage, illustrations, and photos.
d) All of the choices
Answer: D
Reference: pp. 62, 68
19. Harriet Beecher Stowe’s novel, Uncle Tom’s Cabin, is considered influential because
_______________.
a) it was the first novel directed at a mass audience in U.S. history
b) it inspired popular opposition to slavery influencing national culture and politics
c) it was one of the clearest examples of scandal in the muckraking era
d) All of the choices
Answer: B
Reference: p. 62
20. All of the following fostered a mass audience for books and magazines except
_______________.
a) an increase in employee wages
b) an expanding private education system
c) the falling price of printed materials
d) the popularization of book content
Answer: B
Reference: p. 62
21. The latest trends show that _______________ magazines have declined while
_______________ have grown in number and diversity.
a) women’s ... men’s
b) general-interest ... special-interest
c) special-interest ... general-interest
d) men’s ... women’s
Answer: B
Reference: p. 78
22. Magazines make their money from_______________.
a) targeted advertising and a large base of subscriptions
b) massive subscription and web publishing
c) subscriptions, advertising and single copy sales
d) single copy sales mostly
Answer: C
Reference: p. 72
23. Corporatization of the book publishing industry has resulted in _______________.
a) the production of smaller and more specialized books
b) web publishing of a wider variety of titles
c) the growth of neighborhood bookstores
d) a push for best-sellers over other titles
Answer: D
Reference: pp. 75–76
24. Which of the following trends poses a serious challenge to the U.S. publishing
industry?
a) Growing adult illiteracy
b) Increasing competition from newspapers
c) Decreasing investment in technology
d) Fragmentation of markets through independent bookstores
Answer: A
Reference: p. 83
25. The New Yorker is an example of which magazine genre?
a) elite
b) demographic
c) general interest
d) special interest
Answer: A
Reference: p. 64
26. Through consolidation in the publishing industry, which company has landed on top
in terms of total revenues?
a) Time Warner
b) Disney
c) Vivendi
d) Barnes & Noble
Answer: A
Reference: p. 73
27. Who rediscovered moveable type in the 15th century?
a) Gutenberg
b) The Chinese
c) Martin Luther
d) The Sumerians
Answer: A
Reference: p. 58
28. Magazines make money from which of the following?
a) subscriptions
b) rental
c) dues
d) public subsidies
Answer: A
Reference: p. 72
29. Which of the following is true of the economics of book publishing?
a) Greater competition has lead to segmentation and specialization of book genres
among publishers.
b) Publishers have abandoned printed books for electronic ventures.
c) New publishing sources, such as university presses, carry more popularized book
genres, such as romance and science fiction.
d) Hardback and paperback books now cost about the same.
Answer: A
Reference: pp. 75–77
30. It is fair to say that stories written by muckrakers _______________.
a) have often led to advances in social policy
b) have generally been sensationalized
c) focus on the everyday lives of American celebrities
d) try to recruit citizens to major political parties
Answer: A
Reference: pp. 63–64
31. Magazines are distributed _______________.
a) directly from the post office
b) directly from retailers
c) as a way of diffusing costs
d) in order to maintain printing plant stability
Answer: B
Reference: pp. 74–75
32. Which of the following books has been the target of censorship in the United States?
a) Lady Chatterly’s Lover
b) Catcher in the Rye
c) Adventures of Huckleberry Finn
d) All of the choices
Answer: D
Reference: pp. 82–83
33. Which of the following is true of fair use rights?
a) It allows copy service providers to make limited copies of copyrighted material if
it is to be used by a student.
b) It prevents copyright holders from taking legal action when their materials are
used for educational purposes.
c) It allows for unlimited use of copyrighted materials when those materials are over
125 years old
d) None of the choices
Answer: D
Reference: p. 82
34. Recent immigrants to the United States represent what portion of the illiterate
population?
a) 10 percent
b) About a quarter
c) About a third
d) Two-fifths
Answer: B
Reference: p. 83
Short Answer
35. Cite two contributions Benjamin Franklin made to publishing.
Reference: pp. 59–61
36. What city is the publishing capital of North America?
Reference: p. 67
37. What is a special-interest magazine? Give two examples.
Reference: p. 78
38. Name two muckrakers and describe what they did.
Reference: pp. 63–64
39. What challenges do e-books face?
Reference: p. 71
40. Provide three examples of a trade book.
Reference: p. 79
41. What technology is being used to digitize old books and journals?
Reference: p. 71
42. How has the Internet given new life to older books?
Reference: p. 70
43. What did Marshall McLuhan mean by a “typographic man”?
Reference: p. 60
44. What were miscellanies?
Reference: p. 61
45. How did the style of Life magazine differ from popular newsmagazines of the time,
and what led to its failure?
Reference: p. 64
46. How are mass market paperbacks different from trade books?
Reference: p. 79