Ch. 12: Evaluation of Print Media n Classification of Magazines - Standard Rate and Data Service (SRDS) divides the publications into three broad categories based on the audience to which they directed. 1) Consumer magazines 2) Farm publications 3) Business publications

Advantages and Disadvantages of Magazines as Advertising Media Magazines (along with news papers) have been in existence as advertising media for more than two centuries. Despite the growth and competition of the broadcast media, they have remained important to both their readers and advertisers.

Magazine Circulation and Readership n Circulation - representing the number of individuals who receive a publication, either through subscription or store purchase. (primary - secondary circulation) n Readership and total audience - besides primary circulation figures, advertisers may be interested in the number of people that a publication reaches as a result of secondary or pass-along readership (e.g., library) n Primary sources of information on magazine audience are: 1) Simmons Market Research Bureau’s Study of Media and Markets 2) Mediamark Research, Inc. (MRI) Audience information for business publications is generally more limited than for consumer magazines. Why?

Purchasing Magazine Advertising Space n What factors do you think will influence the price of the magazine advertising space?

Newspapers: Classifications Newspapers are the second major form of print media and represent the largest of all advertising media in terms of total advertising volume. n Daily newspaper n Weekly newspaper n National vs. Regional vs. Local newspaper n Special-audience newspaper n Newspaper supplements (e.g., USA Weekend)

Types of Newspaper Advertising n Display advertising n Classified advertising n Special ads and inserts Newspapers are an especially important advertising medium to local advertisers such as retailers. However they are valuable medium to national advertisers as well.

Purchasing Newspaper Space n Information (e.g., size and characteristics) on newspaper audience are available from commercial research services (e.g., SRDS) and studies conducted by the papers themselves.