Chapter 9 Print Media

Learning Objectives Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier.

Print Media Decreased ad volume (2000): NP-$49,050M (20.2%), Mag-$12,370M (5.1%) TV-$59,231M (24.3%), Radio-$19,295 (7.9%) TV surpassed NP in 1995. Larger revenues for combined print categories than combined broadcast categories

Print Media People tend to trust print more than broadcast and absorb it more carefully. Declines in daily readership of newspapers are tapering off and Sunday readership is high.

Newspaper Industry ConsolidationTechnology implementation To improve reproduction, sound, movement, and color. Industry has tried to match the advantages of : magazines and radio (market selectivity-e.g.,Some now target specific niches such as the Hispanic population with special inserts) and, television (total market coverage-e.g., interactive edition). Most significant changes are in the adoption of online technology and database marketing.

Classification of Newspapers Newspapers Can Be Classified by Three Factors: Frequency of Publication Daily or Weekly Size Tabloid or Broadsheet Circulation Number of Newspapers Sold

Newspaper Advertising (Tab. 9.3) Advantages Range of market coverage Comparison shopping Positive consumer attitudes Flexibility Interaction of national & local Disadvantages Short life span Clutter Limited coverage of certain groups Product criteria Poor reproduction

Classification of Magazines Audiences Consumer Business Farm Geography Cities or Regions of the Country Demographic Age Income Occupation Editorial Content Women Shelter Business Special Interest

Classification of Magazines Physical Characteristics Size of a Magazine Most 8.5 x 11 or 6 x 9 Distribution & Circulation Traditional or Nontraditional Delivery Controlled or Paid Circulation Readers of Magazines 92% of Adults Read At Least One Magazine a Month

Magazine Characteristics Measuring Magazine Readership Rates are Based on Number of Readers Magazine Circulation is Number of Copies of an Issue Sold, Not the Readership of Publication. Advertising in Magazines Valuable Medium for Reaching Many Demographic Groups Magazine Characteristics Technology Enables Magazines to Distinguish Themselves: Selective Binding, Ink-Jet Printing, Desktop Publishing

Format of Magazines Format characteristics: First cover page – front cover Second cover page – inside front cover Third cover page – inside back cover Fourth cover page – back cover Gutter – white space between the pages running along inside edge of the page Bleed – page without outside margins Gatefold – two or more connected pages Fractional page space – spaces in which a page can be broken into

Magazine Advertising (Tab. 9.5) Advantages Disadvantages Target Audiences Audience Receptivity Long Life Span Format Visual Quality Sales Promotion Limited Flexibility Lack of Immediacy High Cost Distribution

Using Print Media Magazine circulation Primary circulation (in-home readers): Subscription + news stand (a single copy circul.) A basis for rate structure Secondary circulation (out-of-home readers) Paid circulation v. controlled circulation Guaranteed circulation v. verified circulation ABC (Audit Bureau of Circulations) Total audience=readers per copy x circulation of an average issue

Out-of-Home Advertising Includes everything from billboards, hot-air balloons, painted buses & walls, telephone kiosks, to airport terminal displays. Out-of-home advertisers target specific people with specific messages at a time when they are most susceptible to their impact. i.e. sign at telephone reminds you to make dinner reservations. Estimates are that $1.8 billion is spent on this media form.

Two Kinds of Commercially Sold Billboards Outdoor Advertising Poster Panels Printed Then Applied on Existing Boards. Dominant Visual With Minimum Copy. Painted Bulletins Painted Bulletins On Removable Panels that Are Attached to the Billboard Frame. Two Kinds of Commercially Sold Billboards

Outdoor Advertising Buying Outdoor Space The Audience Industry uses a system based on gross rating points (GRP). Provides a standard unit for space sales based on quantifiable number of exposures. Exposure occur when a person sees the outdoor advertising message. The Audience Surveys aim (1) to measure respondents’ actual frequencies of exposure, and (2) to relate these frequencies to respondents’ demographic characteristics and travel behavior.

Outdoor Advertising (Tab. 9.7) Advantages Impact Strategy Message Cost Long Life Disadvantages Message Exposure Criticism Availability

Transit Advertising Uses vehicles such as buses, taxis, and trucks to carry messages. Also includes posters seen in bus shelters and train, airport, and subway stations. Types of transit advertising Interior – seen by people riding insides buses, etc. Exterior – mounted on sides, rear, and top of these vehicles. Kiosks are designed for public posting of notices and advertisements.

Directories Directories Yellow Pages Advertising Audience Books that List Names of People or Companies, Their Phone Numbers, and Their Addresses Yellow Pages Advertising Lists all Local and Regional Businesses That Have a Telephone Number Directories Audience Young to Middle-Aged, Well-Educated, Professional, Or Managerial, Living in Metropolitan Suburban Area, High Income Audiotext & Online Directories Dial a Number and Listen to Stored Information Database Accessed by Computer

Directory Advertising (Tab. 9.8) Advantages Disadvantages Highly Targeted Cost Flexibility Strategy Long Life Clutter Message Accessibility Permanence

Consumers’ Expectations for Packaging Ease (to handle and store) Convenience List ingredients Instructions Life o f product Disposal method Toll-free phone number for emergencies Performance guarantees Safety guarantees Environmental safety (biodegradability) Reusable Recyclable

Review Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier.