Chapter 10 Print Media

Chapter 10 : Print Media Chapter Objectives To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program. To analyze the strengths and limitations of magazines and newspapers as advertising media.

Chapter 10 : Print Media Chapter Objectives To examine the various types of magazines and newspapers and the value of each as an advertising medium. To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.

Chapter 10 : Print Media Chapter Objectives To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.

Chapter 10 : Print Media Classifications of Magazines Consumer magazines –Bought by the general public –Marketers reach general consumers of products and services, also companies trying to reach a specific target market Farm publications –Directed to farmers and their families

Chapter 10 : Print Media Classifications of Magazines Business publications –Professional group magazines Target specific professional groups Industrial magazines –Target businesspeople in manufacturing and production industries

Chapter 10 : Print Media Strengths of Magazines Selectivity –Ability to reach a specific target audience –High demographic and geographic selectivity Reproduction quality –Printed on high quality paper, generally provide excellent reproduction in black & white or color

Chapter 10 : Print Media Strengths of Magazines Creative flexibility –Gatefolds: third page that folds out –Bleed pages: extend ad all the way to end of page with no margin Permanence –Long life span –Exposure to ads multiple times

Chapter 10 : Print Media Strengths of Magazines Prestige Consumer receptivity and involvement –Non-intrusive and can be ignored

Chapter 10 : Print Media Limitations of Magazines Costs –Absolute vs. Relative costs Limited reach and frequency –Thin penetration of households

Chapter 10 : Print Media Limitations of Magazines Long lead time –Most have day lead time –Space must be purchased well in advance Clutter and competition –More successful a magazine becomes, more ads it attracts

Chapter 10 : Print Media Magazine Circulation and Readership Circulation –The number of individuals who receive publication –Audit bureau of circulations (ABC) –Controlled circulation: publisher sends free copies to those who can influence the company’s purchases

Chapter 10 : Print Media Magazine Circulation and Readership Readership –Pass-along readership: primary subscriber or purchaser gives to another person –Total audience (readership): readers per copy multiplied by circulation of average issue

Chapter 10 : Print Media Magazine Audience Measurement (PMB) Print measurement bureau: –Collect readership information, PMB study –Canada’s primary source for print and non-print media exposure, as well as for responses to survey questions –In-home interview –Individual firms can re-contact respondents to ask specific questions

Chapter 10 : Print Media Magazine Advertising Rates Primarily a function of circulation The greater the circulation, the higher cost of ad Sold on the basis of space units Other variables: size of ad, position in magazine, particular edition, special requirements, frequency of ad and whether circulation of magazine is paid for or free

Chapter 10 : Print Media The Future of Magazines Stronger editorial platforms Circulation management Niche marketing

Chapter 10 : Print Media The Future of Magazines Advances in technology –Selective binding: allows the creation of hundreds of different copies of magazine (target specific groups) –Ink-jet imaging: reproduces a message by projecting ink onto paper rather than using mechanical template, personalize message Online delivery methods

Chapter 10 : Print Media Types of Newspapers Daily newspapers –Published each weekday –Found in large cities and larger towns, many have more than one Community newspapers –Published weekly –In small towns or suburbs where the volume of news and advertising cannot support a daily newspaper

Chapter 10 : Print Media Types of Newspapers Specific audience newspapers –Specialized editorial content, published for specific groups Newspaper supplements –Some papers include magazine-type supplements

Chapter 10 : Print Media Types of Newspapers National newspapers –2 in Canada: the national post and the globe and mail –Daily publications and have editorial content with a national appeal

Chapter 10 : Print Media Types of Newspaper Advertising Display advertising –Local advertising: ads placed by local organizations, businesses and individuals, mostly retail –National or general advertising: done by marketers of branded products or services that are sold on a national or regional level Classified ads –Arranged under subheads according to product, service or offering being advertised

Chapter 10 : Print Media Types of Newspaper Advertising Special ads and inserts –Variety of government and financial reports and notices, and public notices of changes in business or personal relationships –Political or special interest ads –Preprinted inserts

Chapter 10 : Print Media Strengths of Newspapers Extensive penetration –High degree of market coverage –High level of frequency Flexibility –Ads can be written, laid out and prepared in a matter of hours –Excellent medium for current events or presenting timely information

Chapter 10 : Print Media Strengths of Newspapers Geographic selectivity –Feature products on a market-by-market basis –Respond and adapt campaigns to local market conditions –Tie into more retailer promotions

Chapter 10 : Print Media Strengths of Newspapers Reader involvement and acceptance –Many consumers buy magazine because of advertising it contains Services offered –Assist small companies

Chapter 10 : Print Media Limitations of Newspapers Poor reproduction –Coarse paper stock and absence of extensive color limits the quality of most ads Short life span –Generally kept less than a day

Chapter 10 : Print Media Limitations of Newspapers Lack of selectivity –Not selective in terms of demographics or lifestyle characteristics Clutter –Creative options are limited, difficult to break through clutter without using costly measures –Island ads: ads surrounded by editorial material

Chapter 10 : Print Media Newspaper Circulation and Readership Circulation –Circulation figures broken down into three categories: City zone- area where paper is published and similar areas Retail trading zone- outside the city zone whose merchants regularly trade within the city zone All other areas- all circulation not included in other two zones Readership

Chapter 10 : Print Media Newspaper Audience Measurement (NADbank) Newspaper audience data bank inc. –Comprised of newspaper, advertising agencies and advertiser members. –Publishes audience research information of Canadian daily newspapers. –Purpose of research is to provide its members with valid readership information to facilitate the buying and selling of newspaper ad space.

Chapter 10 : Print Media Newspaper Advertising Rates Depends on the circulation and whether the circulation is paid or free Also depends on premium charges for color in special sections and discounts Sold by agate line and column width

Chapter 10 : Print Media Newspaper Advertising Rates Rates –Run of paper- the paper can place ad on page or any position it desires –Preferred position rate- pay a higher price to ensure ad is in desired position

Chapter 10 : Print Media Future of Newspapers Problems to be addressed: –Competition from other advertising media Local and national advertisers’ budgets Loss of advertising due to direct marketing and telemarketing Declining readership –Growth of the internet and online services –Many newspapers are now available online