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Discover
Cover of Discover magazine showing eclipse
Cover of the March–April 2024 issue
EditorSteve George
Former editorsBecky Lang
CategoriesScience
Frequency6 per year
Total circulation
(December 2012)		582,276[1]
First issue1980
CompanyLabX Media Group
CountryCanada
Based inMidland, Ontario, Canada
LanguageEnglish
Websitediscovermagazine.com
ISSN0274-7529

Discover is an American general audience science magazine launched in October 1980 by Time Inc. It is currently owned by LabX Media Group.

History

[edit]

Founding

[edit]

Discover was created primarily through the efforts of Time magazine editor Leon Jaroff. He noticed that magazine sales jumped every time the cover featured a science topic. Jaroff interpreted this as a considerable public interest in science, and in 1971, he began agitating for the creation of a science-oriented magazine. This was difficult, as a former colleague noted, because "Selling science to people who graduated to be managers was very difficult".[2]

Jaroff's persistence finally paid off, and Discover magazine published its first edition in 1980.[3] Discover was originally launched into a burgeoning market for science magazines aimed at educated non-professionals, intended to be easier to read than Scientific American but more detailed and science-oriented than Popular Science.[4] Shortly after its launch, the American Association for the Advancement of Science (AAAS) launched a similar magazine called Science 80 (not to be confused with its flagship academic journal, Science), and both Science News and Science Digest changed their formats to follow the new trend.

During this period, Discover featured fairly in-depth science reporting on "hard science" and avoided fringe topics like extraterrestrial intelligence. Most issues contained essays by well-known scientists—such as Stephen Jay Gould, Jared Diamond, and Stephen Hawking. Another common article was a biography, often linked with mentions of other scientists working in the field. The "Skeptical Eye" column sought to uncover pop-science scams, and was the medium where James Randi released the results of Project Alpha. Jaroff said that it was the most-read section at its launch.[4]

Competition and change

[edit]
Cover of the July 1994 issue

The sudden appearance of so many magazines in the same market space inevitably led to some falling by the wayside, and Discover was left largely alone in its market space by the mid-1980s; it nevertheless decided to appeal to a wider audience by including articles on psychology and psychiatry. Jaroff told the editor-in-chief that these were not "solid sciences", and was sent back to Discover's parent, Time, Inc.[5] "Skeptical Eye" and other columns disappeared, and articles covered more controversial, speculative topics (like "How the Universe Will End"). The new format was a great success, and the new format remained largely unchanged for the next two decades.

Gilbert Rogin, a Sports Illustrated editor, was brought in 1985 to revive Discover. In 1986, Time purchased the subscription lists of the shuttered magazines Science Digest and Science 86 from their publishers. Circulation for the magazine reached 925,000 by May 1987 with revenue for 1986 being $6.9 million, but annual net loss was $10 million.[6]

In January 1987, Time appointed a new Discover publisher, Bruce A. Barnet, previously publisher of Picture Week test magazine from August 1985 to replace James B. Hayes, who was appointed publisher of Fortune.[7]

The magazine changed hands several times. In 1987, Time, Inc. sold Discover to Family Media, the owners of Health, Golf Illustrated, Homeowner, 1,001 Home Ideas and World Tennis, for $26 million. From January to July 1991, Discover magazine lost 15% of its advertising while still remaining profitable. Family Media closed down while suspending publication of all its magazines and placing them up for sale. Family Media's last Discover issue was August 1991, with a circulation of 1.1 million copies.[8]

In September 1991, The Walt Disney Company bought the magazine for its Disney Publishing's Magazine Group. The magazine's main office was moved to the Magazine Group office in Burbank while leaving one third behind in New York in a small editorial and advertising office. Disney was able to retain Family Media's editor-in-chief for the magazine, Paul Hoffman.[8] Disney doubled the magazine's photography and its content budget to overcome skipping two issues in Family Media's shutdown and ownership change. In 1993, Disney Magazine Publishing Inc. decided to launch a trade advertising campaign designed with advertising firm Ziff Marketing to raise awareness in the advertising field that the magazine is an accessible general interest magazine in the science category.[9]

In October 2005, Bob Guccione, Jr., founder of Spin and Gear magazines, and some private equity partners purchased the magazine from Disney. Guccione was CEO and oversaw a redesign for the April 2006 issue. However, Guccione was ousted as CEO in October 2007 in what was described as "a falling-out over philosophical differences with his financial backers".[10] Henry Donahue, Discover Media's chief financial officer, became the new CEO. In 2008, he also assumed the role of publisher. In October 2008, Corey Powell, Discover's executive editor, became editor-in-chief.[11] As of April 2009, the magazine published combined issues in January/February and July/August, for a total of ten issues a year.[citation needed]

In 2010 the magazine was sold to Kalmbach Publishing, whose books and magazines are generally about craft and hobby subjects such as modeling (Model Railroader, FineScale Modeler, Scale Auto, Classic Toy Trains, Garden Railways, Model Retailer), beadwork (BeadStyle, Bead&Button, Art Jewelry), and the outdoors (Birder's World, Cabin Life, American Snowmobiler). It has one other science magazine, Astronomy.[2] In August 2012 Kalmbach announced that Discover would be moving from New York City to Kalmbach's headquarters in Wisconsin in January 2013. In December 2012, Stephen C. George became the editor-in-chief.[12] Becky Lang was the editor-in-chief until mid-2020.

On May 1, 2024, Kalmbach Media announced the sale of most of its titles to Firecrown Media, as well as its Kalmbach Books division and related e-commerce sites, leaving Discover magazine as its sole remaining publication.[13] and on November 8, 2024, LabX Media Group acquired Discover from Kalmbach.[14]

Blog portal

[edit]

The Discover website includes a collection of blogs related to science, including Cosmic Variance, Carl Zimmer's The Loom, and Melissa Lafsky's Reality Base.

TV series

[edit]

From 1983–1990, PBS aired Discover: The World of Science, a monthly hour-long news magazine featuring topics from the publication and hosted by Peter Graves.

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Discover (magazine)

View on Grokipedia
from Grokipedia
Discover is an American founded in October 1980 by Time Inc., initially conceived as a "news magazine of " to bring scientific and discoveries to a general audience. The publication was spearheaded by science journalist Leon Jaroff, who served as its founding and aimed to make complex topics accessible through engaging , illustrations, and . Over its more than four decades, Discover has evolved from a monthly print edition into a multimedia platform, including a robust that delivers daily news, feature articles, and content on topics ranging from and physics to and . The magazine emphasizes peer-reviewed research and draws from authoritative sources such as and , while prioritizing journalistic integrity with rigorous and a 100% credibility rating from . Its mission remains to "share the that matters," inspiring and informing readers about breakthroughs with real-world relevance, particularly in , , and . Ownership of Discover has changed hands several times, reflecting shifts in the publishing industry: after Time Inc., it was acquired by The Walt Disney Company in the early 1990s, sold to entrepreneur Bob Guccione Jr. in 2005, then to Kalmbach Media in 2010, and most recently to LabX Media Group in November 2024, which continues to expand its digital reach. The magazine has earned acclaim for its contributions to science communication, including annual awards for technological innovation and features that have influenced public understanding of pivotal issues like evolution, space exploration, and medical advancements.

History

Founding

Discover magazine was launched in October 1980 by Time Inc., primarily through the efforts of Leon Jaroff, who had been Time's science editor and convinced the company to create a dedicated publication. Jaroff served as the founding , bringing his background in and to oversee content that balanced accessibility with scientific rigor. The magazine's initial aim was to reach educated non-professionals—intelligent layreaders with a household income of around $28,000, 80% of whom were college-educated—by providing clear, engaging coverage that avoided excessive and technical depth. Unlike more specialized journals such as , which catered to experts, or broader outlets like , focused on gadgets and inventions, Discover emphasized narrative-driven stories to bridge popular interest with serious scientific inquiry, while maintaining credibility among scientists. The founding editorial team, led by Jaroff, prioritized articles written by scientists themselves, limited to about 4,000 words each, to foster cover-to-cover reading and spark curiosity in . Early issues featured personal essays from prominent scientists, including , who was named Discover's 1981 Scientist of the Year, and , contributing to the magazine's tradition of firsthand scientific perspectives. A key debut element was the "Skeptical Eye" column, authored by Jaroff in every issue for the first four years, which scrutinized and debunked claims to promote . The premiere October 1980 issue showcased a computer-generated image of molecule on its cover, symbolizing the blend of , , and in modern . Spanning 122 pages with roughly one-third dedicated to advertisements, it covered topics like computer-generated , creationism debates, and foundational scientific concepts, reflecting the magazine's mission. Launched with an initial circulation of 600,000 copies—25% via newsstand sales at $2 per issue and the rest through subscriptions at $17.95 annually—Discover was marketed as an innovative newsmagazine that made cutting-edge approachable for a broad, affluent audience.

Ownership Changes

In 1987, amid Time Inc.'s corporate restructuring, the company sold Discover magazine to Family Media for $26 million. Family Media, publisher of titles like Health and Golf Illustrated, aimed to bolster its portfolio with the science-focused monthly, which had launched seven years earlier. Family Media's ownership proved short-lived due to financial difficulties, leading to the publisher's in August 1991 and the suspension of Discover's publication. In September 1991, acquired the magazine from Family Media, providing the resources to resume publishing with a 1991 issue and integrating it into Disney Publishing. This move expanded Discover's production capabilities but also introduced editorial tensions, exemplified by the 1998 ouster of editor Marc Zabludoff after conflicts with Disney's publishing leadership. Disney owned Discover for over a decade until September 2005, when it sold the magazine to Bob Guccione Jr., founder of Spin and Gear magazines and son of Penthouse publisher Bob Guccione Sr. Guccione Jr. established Discover Media LLC to operate the title as its flagship publication, emphasizing science and technology frontiers through new content initiatives. Under Discover Media LLC, the magazine continued until August 2010, when financial pressures prompted its sale to Kalmbach Publishing Co. for an undisclosed sum. Kalmbach, known for hobby and science titles such as Astronomy and Model Railroader, integrated Discover into its portfolio, relocating operations to , to leverage synergies in . Kalmbach retained ownership until November 8, 2024, when it sold Discover and its digital platform to LabX Media Group, a Canadian science media company focused on B2B and outreach content. The acquisition aims to amplify Discover's role in digital communication, with LabX now headquartered in .

Editorial Approach and Content

Format and Regular Features

Discover magazine, launched in 1980 as a monthly publication, has evolved its print schedule over time, reducing frequency in response to industry trends; by the , it shifted to 10 issues per year, and as of 2025, it is published bimonthly for a total of 6 issues annually. The print edition employs a visually engaging layout with full-color illustrations, high-quality , and infographics to complement its content, emphasizing accessible storytelling that prioritizes narrative over technical exposition. Feature articles typically range from 2,000 to 4,000 words, blending in-depth reporting with sidebars and visuals, while shorter columns and departments span 1,200 to 1,500 words. Each issue comprises approximately 60 pages, focusing on a general by avoiding excessive in coverage of topics such as , physics, environmental science, technology, and . Recurring departments provide structured entry points to diverse scientific subjects, including "History Lessons," which explores quirky historical moments in science; "Itinerary," highlighting science-inspired travel; "Origin Story," delving into and ; "Out There," addressing and ; "Piece of Mind," linking personal narratives to and ; "Planet Earth," examining , , and fossils; "Tech Note," analyzing ; and "Vital Signs," narrating medical case studies. The magazine has featured special issues compiling surveys and analyses of key trends in scientific progress, such as the "State of Science" in prior years. Under successive owners, including the acquisition by LabX Media Group in November 2024, the print format has seen adjustments in production elements, such as page counts and paper stock, to balance costs and visual appeal while maintaining a premium feel suited to its illustrative style, with no major changes to core editorial approach reported as of 2025.

Notable Contributors and Columns

Discover magazine has distinguished itself through essays and columns by influential scientists and writers, emphasizing rigorous, evidence-based exploration of scientific topics. Prominent among early contributors was paleontologist , who penned several essays on , natural history, and the from the until his death in 2002. Notable examples include "The Median Isn't the Message" (June 1985), in which Gould analyzed his recent cancer diagnosis using statistical reasoning to challenge deterministic interpretations of survival rates, and "Dinosaur Deconstruction" (September 1992), critiquing popular misconceptions about prehistoric life. A hallmark column was the "Skeptical Eye," introduced in the magazine's early years by managing editor Leon Jaroff. Launched around 1981, it targeted and claims, such as unverified phenomena and alternative therapies, promoting critical inquiry and in popular media. The column evolved over time, influencing later skeptical content under various editors, and reflected Discover's commitment to debunking unsubstantiated ideas while upholding empirical standards. Jaroff's pieces, like those questioning body chemistry's role in gullibility (1982), exemplified the feature's sharp, accessible tone. In the 2000s and , contributors such as and writer Jennifer Ouellette enriched the magazine with essays on , , and the intersection of physics and culture, including "Pollock's Fractals" (2002), which examined through mathematical lenses. Guest writers like environmental Elizabeth Kolbert delivered in-depth pieces on climate , such as explorations of the epoch and human impacts on (2014), drawing on fieldwork to underscore urgent environmental shifts. Throughout its history, Discover has maintained an editorial philosophy centered on evidence-based reporting, featuring profiles of pioneering and detailed accounts of breakthroughs to foster public understanding of complex ideas without compromising accuracy. This approach, evident from its founding as a general-audience newsmagazine, prioritizes clarity and intellectual rigor in presenting scientific progress.

Digital and Multimedia Extensions

Website and Blog Network

Discovermagazine.com serves as the primary digital platform for the magazine, which was founded in 1980, providing a hub for news, feature articles, and multimedia content tailored to a general audience. The website expanded significantly following ownership transitions, including Kalmbach Publishing's acquisition in and LabX Media Group's purchase on November 8, 2024, which positioned it as a core asset in a broader media portfolio reaching over 1 million monthly users. In the mid-2000s, Discover integrated prominent blogs into its online ecosystem through "The Sciences" section, a portal that hosted independent voices in science communication. Notable examples include Cosmic Variance, which joined in 2008, a physics-focused blog contributed to by astrophysicist Sean Carroll and collaborators, which explored topics from cosmology to scientific culture. Other contributions under this network covered and interdisciplinary science, fostering deeper reader engagement with emerging research. The platform features daily articles on breakthroughs in fields like health, technology, and the environment, alongside podcasts such as It's Only Science, where editorial staff discuss current topics in an accessible format. Subscribers receive weekly newsletters with curated science updates and gain access to an ad-free digital archive containing full issues and exclusive online content. Interactive elements, including videos and infographics, enhance storytelling, with the site's YouTube channel offering visual explanations of complex concepts. During the 2010s, Discover's digital presence shifted toward integration, incorporating video interviews, animated explainers, and photo essays to complement text-based reporting. The LabX acquisition further emphasized scalable online delivery, aligning the site with LabX's network of science-focused platforms to broaden audience access. trends have increasingly tied to digital subscriptions, boosting overall engagement. Community engagement occurs through reader-submitted pitches for articles, handled via editorial guidelines that prioritize novel angles, and active social media channels on platforms like and for sharing visuals and sparking discussions. These elements encourage feedback and contributions, with email inquiries directed to [email protected].

Television Series

The television adaptation of Discover magazine, titled Discover: The World of Science, was a monthly science news magazine series that premiered on PBS in February 1985 and ran until 1990. Produced by the independent documentary company Chedd-Angier Productions, the program drew content from the magazine's reporting on contemporary scientific advancements, offering viewers accessible explorations of breakthroughs in fields like , , and . Each hour-long episode featured a mix of short segments, including on-location field reports, studio interviews with researchers, and live laboratory demonstrations, designed to mirror the print publication's emphasis on engaging storytelling. Hosted by actor , the series adopted a narrative-driven approach to make complex topics approachable, with Graves providing introductions and transitions between segments that highlighted real-world implications of scientific discoveries. Prior to its PBS run, the show had aired in national syndication starting in 1983, supported by corporate underwriters; on PBS, it transitioned to funding from sponsors like , which committed nearly $4.5 million for two seasons to cover production costs. This syndication-to-public-broadcasting model allowed broader reach while maintaining an educational focus, often tying episodes to ongoing magazine features for . The program earned acclaim for its innovative format in science broadcasting, contributing to Chedd-Angier Productions' three national Emmy wins overall. In 1989, a segment titled "Guam Rail" received an honorable mention from the AAAS Westinghouse Science Journalism Awards for excellence in television reporting. Praised for demystifying science without oversimplification, the series influenced public television's approach to educational content, serving as a precursor to Chedd-Angier's later PBS series Scientific American Frontiers. It concluded after the 1990 season amid shifts in public broadcasting funding priorities.

Circulation and Influence

Discover magazine achieved rapid growth in its early years, reaching a circulation of 925,000 copies by the time of its sale from Time Inc. to Family Media in 1987. This expansion continued under subsequent ownership, culminating in a peak of 1.1 million copies in 1991 shortly after its acquisition by , which provided resources for enhanced distribution and marketing. Circulation trends shifted downward in the 2000s amid broader industry challenges, including the proliferation of online science content and competition from digital platforms that eroded traditional print readership. U.S. consumer magazine print circulation declined by an average of 6–10% annually during this period, a pattern reflected in Discover's figures, which remained stable at approximately 700,000 total copies from 2005 under Bob Guccione Jr.'s ownership—marked by editorial innovations to attract a wider audience—to the 2010 sale to Kalmbach Publishing. By 2017, the last audited paid subscription figure stood at 582,276, indicating ongoing contraction driven by these digital disruptions. Key factors influencing distribution included ownership transitions that alternately boosted and strained operations; for instance, Disney's involvement in 1991 supported peak levels through aggressive promotion, while later changes like Guccione's 2005 acquisition emphasized content revitalization to stem losses. Cost-cutting measures, such as reducing frequency from monthly to bimonthly (six issues per year) post-, helped stabilize finances amid falling ad revenues and rising production expenses. Distribution channels evolved from a mix of direct mail subscriptions (the primary source) and newsstand sales—historically accounting for a minority share as retail habits shifted—to bundled print-digital packages after , aligning with the rise of alternatives. In the 2020s, print circulation has stabilized at reduced levels, with digital extensions gaining prominence; under LabX Media Group ownership since 2024, the magazine maintains over 137,000 monthly email subscribers and more than 1 million monthly online visitors, supporting a hybrid model that combines print with robust online engagement. Recent audited print circulation figures are unavailable as of November 2025, but the focus on digital growth has sustained audience reach despite industry pressures from free web content.

Awards and Cultural Impact

Discover magazine has received several prestigious accolades recognizing its contributions to . In 1986, it won the National Magazine Award for General Excellence in the 400,000 to 1 million circulation category, honoring its innovative approach to making complex scientific topics accessible to a broad audience. The magazine's accompanying television series also garnered recognition, earning a nomination for the Primetime Emmy Award for Outstanding Informational Series in 1985, produced by executive producers Suzy Geller-Wolf and David McKillop. These awards underscore Discover's early impact in elevating within . Critically, Discover has been praised for democratizing , particularly through features like Jay Gould's columns, which influenced public discourse on by challenging misconceptions and promoting evidence-based understanding. For instance, Gould's 1981 selection as Discover's Scientist of the Year highlighted the magazine's role in amplifying amid cultural debates. However, during Bob Guccione Jr.'s ownership from 2005 to 2010, some critics noted occasional in coverage, though the publication maintained its commitment to rigorous reporting. The magazine's cultural influence extends to inspiring science literacy programs and shaping public debates on pressing issues like and through in-depth, narrative-driven articles. It has played a notable role in promoting women and minorities in STEM by featuring profiles of trailblazing scientists, such as the 2002 special issue on the 50 most important , which highlighted their contributions and barriers faced. Discover's content has been integrated into educational settings, with articles frequently used in classrooms to foster and scientific curiosity among students. In terms of legacy, the magazine's articles are cited in educational curricula and have influenced formats, including the engaging, story-based style seen in platforms like TED Talks, where former contributors have presented. Following its acquisition by LabX Media Group, Discover has emphasized global outreach through expanded digital content and scientific events, aiming to connect international audiences with cutting-edge . A key milestone was its 40th anniversary in 2020, marked by a special September/October issue reflecting on four decades of and its enduring role in science communication.

References

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