Print Advertising Chapter 11 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Using Magazines in the Media Mix Pros – flexible – color – authority & believability – permanence & prestige – proven selling power – strong reader loyalty – extensive pass-along – merchandising assistance Cons – lack of immediacy – shallow geographic coverage – costly for broad audiences – long lead time – heavy competition – high cost per thousand – declining circulation 11-2

Using Magazines in the Media Mix Special Possibilities with Magazines – color and images that extend off the page (bleed) – cover position – junior units and island halves (special placements) – inserts and gatefolds 11-3

How Magazines are Categorized Content – Consumer magazines – Farm publications – Business magazines Geography – Local city magazines – Regional publications – National magazines 11-4

Buying Magazine Space Important to consider – readership – cost – mechanical requirements – closing dates (deadlines) – circulation 11-5

Buying Magazine Space Understanding Circulation – Rate Base – Guaranteed Circulation – Primary Readership – Secondary (pass-along) Readership 11-6

Buying Magazine Space Understanding Circulation – Vertical publications covers a specific industry in all aspects – Horizontal publications deal with a job function across industries 11-7

Buying Magazine Space Understanding Circulation – Paid circulation recipients pay a subscription price to receive it – Controlled circulation the magazine is sent free to those who are thought to have influence over the purchase of advertised products 11-8

Buying Magazine Space Reading Rate Cards – Three Dates affecting magazine purchases cover date on-sale date closing date 11-9

Buying Magazine Space Reading Rate Cards – Rates for the rate, calculate the CPM or Cost Per Thousand CPM can give a better idea as to how far your ad spending will go 11-10

Using Newspapers in the Media Mix Pros – mass, local medium – comprehensive in scope – geographically selectivity – Timeliness – Credibility – Selective Attention – Creative Flexibility – Active Medium – Reasonable Cost Cons – lacks selectivity – short lifespan – low production quality – lots of clutter – lack of control – overlapping circulation 11-11

Using Newspapers in the Media Mix How Newspapers are categorized – Delivery frequency (daily, weekly) – Physical Size (standard, tabloid) – Audience (general, language, business) – Other types Sunday supplements shoppers/pennysavers national (USA Today) 11-12

Using Newspapers in the Media Mix Types of Newspaper Advertisements – Display Advertising – Reading Notice (advertorial) – Classified Advertising – Public Notices – Preprinted Inserts 11-13

How Advertisers Buy Newspaper Space Understanding Readership & Circulation – Rate Cards – Local vs. National Rates – Flat and Discount Rates – Short Rate – Combination Rates – Run of Paper vs. Preferred Position 11-14

Directory and Yellow Page Advertising – A directory is an alphabetical or subject listing containing names, descriptions, and contact information for persons or organizations. – 87 percent of the US population used printed yellow pages in 2007 – Internet yellow pages searches are growing – Yellow pages are often the sole advertising medium for local businesses – In this advertising, content is most important 11-15