Transcript Chapter 12

Evaluation of
Print Media
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Classifications of Magazines
By
Audience
Content
• Consumer
Magazines
• Farm
Magazines
By
Geography
By
Size
• Local
• Large
• Regional
• Flat
• National
• Standard
• Small or
Pocket
• Business
Magazines
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Magazines Targets Professions or Industries
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Consumer Magazines Target Specific Interests
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Consumer Magazines Target Specific Interests
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An Example of a Farm Publication
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Top-Selling Magazines: 2002
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Advantages and Disadvantages of Magazines
Advantages
Disadvantages
Selectivity
Costs
Reproduction Quality
Limited Reach
Creative Flexibility
Limited Frequency
Permanence
Long Lead Time
Prestige
Clutter
Receptivity, Involvement
Services
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Media Kits Provide Information on Readers
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City Magazines Provide Geographic Targeting
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Special Magazine Features
Bleed Pages
Creative
Space
Inserts
Gatefolds
Pop-Ups
Cover
Positions
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Test Your Knowledge
An ad for California Almonds is a close-up view of
a swirl of white and milk chocolate topped with
sliced almonds. The chocolate swirls extend to
the very edge of the page. This ad is an example
of a(n):
A)
gatefold
B)
bleed page
C)
maximum coverage ad
D)
overrun
E)
total page ad
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Quarter Page Ads Can Extend a Media Budget
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Consumers Rely on Magazines for Information
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Magazine Circulation Concepts
Primary
Circulation
Total
Audience
Guaranteed
Circulation
Controlled
Circulation
Circulation
Verification
Pass-Along
Readership
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Media Research Guides Advertisers
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The Future of Magazines
Declining Ad Revenues
Stronger Editorial Platforms
Circulation Management
Cross-Mag. & Media Deals
Trends,
Trends,
Trends…
Database Marketing
Advances in Technology
Online Delivery Methods
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Magazines Go Online
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Newspaper Classifications
Daily
Publication
Frequency
Weekly
National
Special-audience
Type
Supplements
Standard
Size
Tabloid
Ethnic, religious, etc.
Audience Type
Business, financial, etc.
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Characteristics of Newspapers
The dominant advertising vehicle
22% of ad dollars
Account for 18%
About 1,500 daily papers in print
60% of adults
Dailys read by about 54%
Main community medium
Local ads provide most of revenue
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College Newspapers Are an Effective Way to
Reach Students
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Inserts Help Marketers Reach Consumers
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Unique Newspaper Features
Mass audience
Cross-section of population
Local geographic coverage
Wide range of content, subjects
Selective readership by area
Timely coverage, daily issues
Readership concentrated in time
Permanent, durable record
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Newspaper Advantages and Drawbacks
Advantages
Disadvantages
Extensive penetration
Production quality
may be low
Flexibility
They have a
short life span
Geographic selectivity
Not demographically
selective
Involvement, acceptance
Not psychographically
selective
Services offered
There's heavy ad
competition
Potentially poor placement
May be overlapping
circulation
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Circulation Zones for a Major Newspaper
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A Newspaper Promotes Its Various Sections
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Newspaper Characteristics
Read by almost all consumers
Wide
Audience
Read daily in an ordered way
Readers look at over 3/4
of all pages
Few limitations on ad size
Spot and full color available
Many shapes, sizes,
paper, & printing
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Offer
Flexibility
Island Ads Break Through Clutter
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Rate Terminology
Split Runs
Split Run Rates
Preferred Position
Differential Rates
Color Rates
Insertion Rates
Combination Rates
Run-of-Paper [ROP]
Open Rates
Short Rates
Flat Rates
Earned Rates
National Rates
Local Rates
Terms of the Trade
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