12 McGraw-Hill/Irwin

Evaluation of Print Media

Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

The Role of Magazines and Newspapers Reader sets the pace Selective audience Not intrusive High involvement High readership 12-2

Magazines Target Specific Markets 12-3

Classifications of Magazines

Consumer Farm Business

12-4

Consumer Magazines Target Interests 12-5

Example of a Farm Publication 12-6

Business Publications Target Professions or Industries 12-7

Advantages of Magazines Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Engagement Services 12-8

City Magazines Offer Geographic Targeting 12-9

Reader’s Digest Promotes Its Regional Editions 12-10

Creative Space Creative Flexibility Bleed Pages Inserts Gatefolds Pop-Ups Cover Positions 12-11

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 12-12

Smaller Ads Can Extend a Media Budget 12-13

Magazines Can Lend Prestige to a Brand 12-14

Comparing Media on Various Factors 12-15

Special Services Offered by Magazines •Retailer alerts •Consumer research studies •Split runs •Personalized messages to tightly targeted audiences 12-16

Disadvantages of Magazines Costs Limited Reach Limited Frequency Long Lead Time Clutter Competition 12-17

Total Audience Magazine Circulation Primary Circulation Guaranteed Circulation Controlled Circulation Circulation Verification Pass-Along Readership 12-18

Readership and Total Audience Readers per copy X circulation = Total Audience 12-19

Media Research Guides Advertisers SRDS Data Reader Data from Magazines Syndicated Research Studies 12-20

Cost Elements of Advertising Space Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color 12-21

Magazine Costs and Networks

Advertising $$$ News Network

Time Newsweek U.S. News & World Report

12-22

The Future for Magazines

Current Problems

Declining revenues Decreasing circulations Failing publications Increasing costs Strong media competition

Potential Solutions

Stronger editorial platforms Better circulation mgmt Cross-magazine & media deals Database marketing Technology advances Electronic delivery methods 12-23

Characteristics of Newspapers • Still a major advertising medium • Account for nearly 18% of ad spending • Especially important to local retailers • Also used by national advertisers 12-24

Types of Newspapers

Daily Weekly

National Special-audience Supplements 12-25

College Newspapers Effectively Reach Students 12-26

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 12-27

Types of Newspaper Advertising

Display Ads Classified Ads

• Local (mostly retail) • National or general • Small items arranged by topic • Rates based on size, duration

Special Ads and Inserts

• Legal notices - public reports • Notices by people and/or organizations • Political ads • Circulars, catalogs, brochures 12-28

Newspaper Advantages and Limitations

Advantages

Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered

Disadvantages

Low production quality Short life span Lack of selectivity Clutter Limited use of color 12-29

Ways To Break Through the Clutter 12-30

Newspaper Circulation Figures Other Zone Other Zone City Zone Other Zone Retail Trading Zone 12-31

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 12-32

The Newspaper National Network 12-33

Newspaper Advertising Rates

Standard Advertising Units

One inch by 2 1/16 inches wide Fits in all newspapers that use this format size Simplifies rate quotes Simplifies production process

Sales by Column Inch

1 inch deep by 1 column width Column widths vary Column width affects ad size, shape, cost Complicated purchasing and placement process 12-34

Rate Structures and Terminology Combination Rates Open Rates Run-of-Paper [ROP] Flat Rates Preferred Position 12-35

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 12-36

The Future of Newspapers Competition from other media Online delivery Declining circulation

Problems and issues

Cross-media opportunities Attracting and retaining readers 12-37

Attracting and Retaining Readers 12-38