GLOBAL PLAYERS, ÉMIGRÉS, AND ZEITGEIST.

The history of magazines - and particularly the history of magazine design in the 20th century - can be characterized as a mutual relationship with different media outlets influencing each other in their visual appearance. This article focuses on the cross-national diffusion of graphic design between German and American magazines in an early period of globalization. The explanatory framework for this dynamic is constituted through emerging "global players" in terms of publishers acting on both markets, through an orientation on national and international target groups, or through individual artists and art directors migrating between both countries. As a consequence, innovations in editorial content as well as in magazine layout traveled between both media systems, simulating an "international language" of modern magazine visuals. [ABSTRACT FROM AUTHOR]