Chapter 11 Using Magazines

Magazine Pros Reach narrowly targeted audiences Provide strong visuals Offer some form of regional and/or demographic editions Portable, long life and pass-along readership

Magazine Cons Increasing advertising rates Clutter Long advertising deadlines Rarely reached the majority of a market segment

Advertising and Consumer Magazines Largest advertisers = automobiles and packaged goods companies Most continue to change and adapt More than 5 magazines are introduced each week

McCall’s – America’s Oldest Women’s Magazine

Selectivity Market is increasingly fragmented. Change from a mass to a class medium Advertising = 46% of total magazine

Magazine Cost Categories Marketing costs Postage and distribution costs Concentration of advertisers Increased discounting (reduction of regular rate)

Exhibit 11.4

Advantages of Magazines as a National Advertising Medium Audience selectivity Long life and creative options Availability of demographics and geographic editions

Disadvantages of Magazine Advertising High cost Long closing dates

Partial-Run Editions Purchasing less than the entire circulation of a publication Most common Geographic edition

Split-Run Editions Run different advertisements in every other issue.

Benefits of Partial and Split-Run Editions Offer products only in areas where they are sold. Localize advertising. Test various elements of a campaign. Closer ties with retailers developed

Disadvantages of Partial-Run Editions CPM levels usually more expensive Lack of newsstand distribution Special restrictions may be placed by publishers.

Types of Magazines Consumer Magazines Farm Magazines Business Magazines

Magazine Elements Size (type area, not the size of the page) Gatefold Standard (8 ½ X 11) Small (4 3/8 x6 ½ ) Gatefold Position Full, half, quarter pages 3 columns, or one column

Magazine Elements (continued) Cover Front cover = first cover Inside front = second cover Inside back = third cover Outside back = fourth cover Bleed page Ad runs all the way to the edge of the page.

Magazine Elements (continued) Inserts Multiple page units

Inserts and Multiple-Page Units Facing, two-page spreads Cost is a major consideration.

Cost Formula CPM = Page Rate X1000 Circulation (audience)

Magazine Merchandising and the Internet Online version of print publications

Magazine Rate Structures Rate card Discounts Volume Frequency Multiple user of units from one magazine group Continuity Short rate If use less space than estimated = higher rate If use more space = lower rate