magmanimity.html -
noun Also written magalogue (Business World) A marketing publication issued periodically and combining features of the glossy magazine with characteristics of a mail-order catalogue. Etymology: Formed by telescoping magazine and catalogue (or, in the US, catalog) to make a blend. The same principle was followed in the formation of Specialog(ue), the trade mark of a
type of specialized catalogue.
History and Usage: The magalog was an invention of US advertisers in the second
half of the seventies which caught on in many other affluent countries during the eighties. Typically, the 'magazine' is issued free of charge to a limited number of people (cardmembers of a particular credit card, users of a mail-order house, etc.) or given away in another publication; the content is a mixture of editorial, advertorial, and straightforward advertising.
Many magalogs are issued
at regular monthly or quarterly intervals and are difficult to distinguish visually from a magazine (except, perhaps, for the absence of a price from the cover). GUS, the
market leader in traditional mail order, is also responding to the
new challenge.
Next month sees the launch of Complete KIT, a fashion magalogue (
its word), through W H Smith and associated newsagents. Daily Telegraph 18 Feb. 1988, p.
17 The products include bulletin boards, early learning books, post-it notes and
reading aids. The Kids' Stuff magalog also contains editorial pages and teaching tips. It is mailed twice a
year . DM News 15 Apr. 1988, p. 74
