Transcript Evaluation of Print Media McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc.

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Evaluation of Print Media
McGraw-Hill/Irwin
Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
The Role of Magazines and Newspapers
Reader sets
the pace
Not
intrusive
Selective
audience
Highinvolvement
High
readership
Magazine Target Markets
Classifications of Magazines
Consumer
Farm
Business
Consumer Magazines Target Specific Interests
Top Magazines
Example of a Farm Publication
Business Publications
Using College Magazines to Reach Students
Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Engagement
Services
City Magazines Provide Geographic Targeting
Media Kits and Rate Cards
Creative Flexibility
Bleed Pages
Creative
Space
Inserts
Gatefolds
Pop-Ups
Cover
Positions
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
Smaller Ads Can Extend a Media Budget
Gaining Prestige
Consumer Engagement
Special Services
Disadvantages of Magazines
Costs
Limited Reach
Limited Frequency
Long Lead Time
Clutter
Competition
Magazine Circulation
Primary
Circulation
Total
Audience
Guaranteed
Circulation
Controlled
Circulation
Circulation
Verification
Pass-Along
Readership
Readership and Total Audience
Readers per copy X circulation = Total Audience
Media Research Guides Advertisers
SRDS Media Data
Reader Data
from Magazines
Ad rates and
circulation figures
Demographics
General requirements
Financial profile
Contact & Web site
information
Lifestyle information
Media kits
Audit statements
Product usage
characteristics
Cost Elements of Advertising Space
Circulation
Size of the ad
Position in the publication
Editions chosen
Production requirements
Insertion number/frequency
Use of color
Magazine Costs and Networks
Advertising
$$$
Time
News
Network
Newsweek
U.S. News & World Report
The Future for Magazines
Declining ad revenues
Stronger editorial platforms
Better circulation mgmt
Cross-Mag & media deals
Database marketing
Trends
Technological advances
Online delivery methods
Magazines Move Online
Characteristics of Newspapers
The dominant advertising vehicle
Accounts for 18% of ad dollars
About 1,500 daily papers in print
Dailys read by 54% of adults
Main community medium
Types of Newspapers
Daily
National
Special-audience
Weekly
Supplements
Test Your Knowledge
National advertisers tend to avoid weekly
newspapers because of:
A) Their poor image
B) Their high absolute cost
C) Difficulties associated with purchasing
and placing ads in them
D) An overly broad geographic focus
E) The large number of local ads they
typically contain
Types of Newspaper Advertising
Local (mostly retail)
Display Ads
National or general
Small items arranged by topic
Classified Ads
Rates based on size, duration
Legal notices - public reports
Public Notices
Notices by people, organizations
Political ads
Printed
Inserts
Prepared separately by advertisers
Parade is a Popular Sunday Supplement
Newspaper Advantages and Limitations
Advantages
Disadvantages
Extensive penetration
Low production quality
Flexibility
Geographic selectivity
Involvement, acceptance
Services offered
Short life span
Lack of selectivity
Clutter
Limited use of color
Island Ads Break Through Clutter
Newspaper Circulation Figures
Other
Zone
Other
Zone
City
Zone
Other
Zone
Retail
Trading
Zone
Purchasing Newspaper Space
• General rates
– Advertisers are outside
the newspaper’s designated
market area
– Includes national advertisers
– Are up to 75% higher than local rates
• Retail or local rates
– Advertisers conduct business within the
designated market
The Newspaper National Network
Newspaper Advertising Rates
Standard
Advertising Units
Sales by
Column Inch
One inch by
2 1/16 inches wide
1 inch deep by
1 column width
Fits in all newspapers
that use this format size
Column widths vary
Simplifies rate quotes
Column width affects ad
size, shape, cost
Simplifies production
process
Complicated purchasing
and placement process
Rate Structures and Terminology
General rates
Split Run Rates
Combination Rates
Run-of-Paper [ROP]
Open Rates
Local Rates
Flat Rates
Preferred Position
National Rates
Color Rates
Test Your Knowledge
The Washington Post newspaper has been
involved in a deal with Newsweek magazine,
whereby advertisers can purchase a package that
includes ads in both media. This is an example of:
A) A cross-magazine deal
B) A cross-newspaper deal
C) A cross-media buy
D) Cooperative advertising
E) A standard advertising unit buy
The Future of Newspapers
Competition
from other
media
Declining
circulation
Problems
and issues
Attracting and
retaining
readers
Online
delivery
Cross-media
opportunities
Attracting and Retaining Readers
Attracting and Retaining Readers
Attracting and Retaining Readers