Internationally recognised art and literary critic, writer and cultural producer. Published in ELLE, Glamour, Esquire and Cosmopolitan; member of the Union of Writers.
For more than a century, National Geographic Magazine has been a source of wonder and inspiration for millions of readers around the world. The magazine, published by the National Geographic Society, a nonprofit organization founded in 1888, has been known for its breathtaking photographs and maps, its in-depth stories and features, and its commitment to exploration, discovery, and conservation.
But in recent years, the magazine has faced a series of challenges and controversies that have tarnished its reputation and threatened its survival. From accusations of colonialism, racism, sexism, and sensationalism, to a controversial partnership with a for-profit media company, to a drastic downsizing and restructuring, the magazine has struggled to maintain its relevance and credibility in a changing world.
A Glorious Past
The magazine’s origins can be traced back to January 13, 1888, when a group of 33 explorers, scientists, and geographers met at the Cosmos Club in Washington, D.C., to form the National Geographic Society. Their mission was to “increase and diffuse geographic knowledge”, and to support scientific research and exploration.
Nine months later, the society published the first issue of the National Geographic Magazine, a scholarly journal sent to 165 charter members. The magazine was initially a dry and academic publication, with articles on topics such as “The Classification of Geographic Forms by Genesis” and “The Great Storm of March 11-14, 1888”.
But in 1896, the magazine underwent a transformation under the leadership of Gilbert Hovey Grosvenor, a former schoolteacher who became the magazine’s first full-time editor. Grosvenor decided to make the magazine more appealing and accessible to the general public, by introducing photographs, illustrations, and maps, and by covering a wider range of subjects, such as anthropology, archaeology, history, nature, and science.
Grosvenor also had a knack for finding and hiring talented writers and photographers, such as Alexander Graham Bell, Robert Peary, Hiram Bingham, Richard Byrd, Amelia Earhart, and Robert Capa. He also encouraged his staff to use the latest technologies and techniques, such as color photography, aerial photography, and underwater photography, to capture the beauty and diversity of the world.
Under Grosvenor’s editorship, the magazine’s circulation grew from 1,000 in 1899 to 1 million in 1926. The magazine also became a cultural icon, with its distinctive yellow-bordered cover and its motto: “Further”. The magazine inspired generations of readers to learn more about the world and to care for its natural resources.
The magazine also played a vital role in supporting the society’s scientific expeditions and projects, such as the discovery of Machu Picchu, the exploration of the North and South Poles, the mapping of the ocean floor, and the preservation of endangered species. The magazine also funded the development of new inventions and innovations, such as the bathysphere, the scuba diving equipment, and the camera trap.
A Troubled Present
But the magazine’s glory days did not last forever. In the second half of the 20th century, the magazine faced increasing competition from other publications and media outlets, such as Life, Time, Newsweek, Smithsonian, Discovery, and National Geographic Channel. The magazine also had to deal with the changing tastes and expectations of its readers, who demanded more diversity, accuracy, and accountability from the magazine.
The magazine also faced criticism and controversy for some of its editorial choices and practices. For instance, in 1985, the magazine admitted that it had altered a photograph of the pyramids of Giza, by moving them closer together to fit the vertical format of the cover. The incident sparked a debate about the ethics and standards of photojournalism, and damaged the magazine’s reputation for authenticity and credibility.
In 2018, the magazine published a special issue on race, in which it acknowledged and apologized for its past coverage of non-white cultures, which it described as “racist”. The magazine admitted that it had often portrayed people of color as “exotics, famously and frequently unclothed, happy hunters, noble savages – every type of cliché”. The magazine also said that it had ignored or marginalized the stories and perspectives of people of color in the United States and elsewhere.
The magazine also faced accusations of sexism, both in its content and in its workplace. In 2019, a former editor-in-chief of the magazine, Susan Goldberg, revealed that she had been sexually harassed by a senior colleague when she worked at the magazine in the 1990s. She also said that the magazine had a “boys’ club” culture, where women were often overlooked and underpaid.
But perhaps the most controversial and consequential decision that the magazine made was in 2015, when it formed a partnership with 21st Century Fox, a for-profit media company owned by Rupert Murdoch. The deal gave Fox a 73% stake in National Geographic Partners, a new entity that included the magazine, the TV channels, and other properties. The deal also gave the society $725 million, which it said it would use to fund its scientific and educational programs.
The deal was met with skepticism and outrage by many fans, employees, and critics of the magazine, who feared that the magazine would lose its editorial independence and integrity, and that it would become more commercialized and sensationalized. They also worried that the magazine would be influenced by Murdoch’s conservative and climate-skeptic views, which clashed with the magazine’s environmental and scientific values.
The fears seemed to be confirmed when, in 2016, the magazine laid off about 180 employees, including some of its veteran writers, editors, and photographers. The magazine also reduced its frequency from 12 to 10 issues per year, and increased its cover price from $5.99 to $7.99. The magazine also changed its tone and style, by featuring more celebrities, pop culture, and human interest stories, and by using more provocative and sensational headlines and images.
The magazine’s circulation and influence also declined over the years. According to the Alliance for Audited Media, the magazine’s circulation in the U.S. dropped from 3.5 million in 2015 to 1.8 million in 2022. The magazine also lost its prestige and recognition, as it won fewer awards and accolades. In 2020, the magazine did not win any National Magazine Awards, the most prestigious awards in the industry, for the first time in its history.
The magazine’s troubles continued in 2023, when it announced that it would lay off all its staff writers, and that it would rely on freelance contributors and content from other sources. The magazine also said that it would stop selling its print edition on U.S. newsstands in the next year, and that it would focus on its digital and international editions. The magazine cited financial difficulties and declining demand as the reasons for its decisions.
An Uncertain Future
The magazine’s future is now uncertain, as it faces an existential crisis and a loss of identity. The magazine’s loyal and longtime readers are dismayed and disillusioned by the magazine’s changes and decline, and many have canceled their subscriptions or switched to other publications. The magazine’s new and younger readers are less interested and engaged by the magazine’s content and format, and many prefer to consume information and entertainment from other sources and platforms.
The magazine’s mission and vision are also unclear, as it tries to balance its legacy and values with its business and market realities. The magazine’s partnership with Fox, which is now owned by Disney, has raised questions about the magazine’s editorial autonomy and integrity, and about the compatibility of the magazine’s nonprofit and for-profit goals. The magazine’s role and relevance in the world are also uncertain, as it competes with other media outlets and organizations that cover similar topics and issues.
The magazine’s challenges and opportunities are immense, as it seeks to reinvent itself and to regain its trust and influence. The magazine needs to find a way to preserve and enhance its core strengths, such as its photography, its storytelling, and its exploration, while also adapting and innovating to meet the needs and expectations of its readers and the society. The magazine also needs to find a way to address and resolve its past and present controversies, and to restore and uphold its ethics and standards.
The magazine also needs to find a way to reconnect and reengage with its audience, and to attract and retain new and diverse readers. The magazine needs to find a way to deliver its content and message in a compelling and credible way, and to use its platform and resources to inform and inspire its readers, and to make a positive impact on the world.
A Hopeful Future
But the magazine also has some reasons to be hopeful and optimistic about its future. The magazine still has some loyal and talented staff and contributors, who are passionate and dedicated to the magazine’s mission and vision. The magazine also still has some loyal and enthusiastic readers, who are supportive and appreciative of the magazine’s work and impact.
The magazine also has some opportunities and advantages that it can leverage and capitalize on. The magazine still has a strong and recognizable brand, that is associated with quality and credibility. The magazine also still has a unique and valuable archive, that contains millions of photographs, maps, and stories, that can be repurposed and reused for new and different projects and platforms.
The magazine also has some potential and possibilities to explore and experiment with. The magazine can use its digital and international editions to reach and engage new and diverse audiences, and to offer more interactive and personalized content and experiences. The magazine can also use its partnership with Disney to access and benefit from its resources and networks, and to create and distribute more appealing and entertaining content and products.
The magazine can also use its nonprofit and for-profit goals to complement and reinforce each other, and to create a sustainable and impactful business model. The magazine can use its profits to fund its scientific and educational programs, and to support its exploration and conservation initiatives. The magazine can also use its programs and initiatives to generate more content and stories, and to enhance its reputation and influence.
The magazine can also use its platform and resources to inform and inspire its readers, and to make a positive impact on the world. The magazine can use its content and stories to raise awareness and understanding of the world’s geography, history, nature, science, and culture, and to celebrate its beauty and diversity. The magazine can also use its content and stories to address and advocate for the world’s most pressing issues and challenges, such as climate change, biodiversity loss, human rights, and social justice.
The magazine has a rich and remarkable history, and a potential and responsibility to shape the future. The magazine has a loyal and passionate fan base, and a hopeful and optimistic outlook. The magazine has a mission and vision, and a challenge and opportunity. The magazine has a legacy and values, and a future and purpose.
The magazine is National Geographic, and it is not ready to give up.
