Abstract

Journalism's trade magazines were established just as press members began debating the value of professionalism. These magazines had the potential to become important voices in the professionalizing debate because of their national distribution. This study reveals that although journalists remained divided over the value of professionalism, they valued Editor & Publisher more than The Journalist because Editor & Publisher took a leadership role on the professionalism debate, defining professionalism and explaining what standards and group norms were expected from professional journalists. The Journalist' s downward circulation spiral appears largely linked to its inabilities to provide journalists with a commanding voice on professionalism.