Evaluation of Print MediaPrintMedia Evaluation of Print MediaPrintMedia 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

The Role of Magazines and Newspapers Not intrusive High- involvement Reader sets the pace Selective audience 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 FlexibilityFlexibility Pop-Ups Bleed Pages Cover Positions Inserts Creative Space Gatefolds

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 Limited Reach Long Lead Time Costs Limited Frequency Clutter Competition

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

Readership and Total Audience Readers per copy X circulation = Total Audience

Media Research Guides Advertisers SRDS Media Data Ad rates and circulation figures General requirements Contact & Web site information Media kits Audit statements Reader Data from Magazines Demographics Lifestyle information Financial profile 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 U.S. News & World Report Time Newsweek News Network Advertising $$$

The Future for Magazines Database marketing Technological advances Cross-Mag & media deals Better circulation mgmt Stronger editorial platforms Declining ad revenues Online delivery methods Trends

Magazines Move Online

Characteristics of Newspapers Main community medium Dailys read by 54% of adults About 1,500 daily papers in print Accounts for 18% of ad dollars The dominant advertising vehicle

Types of Newspapers Special-audienceaudience Special-audienceaudience National Supplements Daily Weekly

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 National or general Local (mostly retail) Rates based on size, duration Small items arranged by topic Notices by people, organizations Legal notices - public reports Political ads Prepared separately by advertisers Display Ads Classified Ads Public Notices Printed Inserts

Parade is a Popular Sunday Supplement

Newspaper Advantages and Limitations Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Advantages Short life span Low production quality Clutter Lack of selectivity Limited use of color Disadvantages

Island Ads Break Through Clutter

Newspaper Circulation Figures Other Zone City 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 One inch by 2 1/16 inches wide Fits in all newspapers that use this format size Simplifies rate quotes Simplifies production process Standard Advertising Units 1 inch deep by 1 column width Sales by Column Inch Column widths vary Column width affects ad size, shape, cost Complicated purchasing and placement process

Rate Structures and Terminology Local Rates National Rates Flat Rates Open Rates Combination Rates Color Rates Preferred Position General rates Run-of-Paper [ROP] Split Run 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 Problems and issues Competition from other media Declining circulation Attracting and retaining readers Online delivery Cross-media opportunities

Attracting and Retaining Readers