Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-1 Newspaper Advertising Newspapers are published in two forms: broadsheets and tabloids. There are four types of advertising:  Display (National and Retail)  Retail  Classified  Pre-printed Inserts

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-2 Advantages of Newspapers Geographic selectivity Coverage and Reach Flexibility Reader involvement Suitable for large and small budgets

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-3 Disadvantages of Newspapers Life span Lack of target market capability Clutter Reproduction quality

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-4 Buying Newspaper Space: Agate Lines Each column inch of depth in a newspaper contains 14 agate lines. If an ad is 4 columns wide by 10 inches deep, the number of lines in the ad would be: 4 x 10 x 14 = 560 agate lines. If the ad ran 10 times, the total number of lines would be: 560 x 10 = 5,600 agate lines Total agate lines are multiplied by the appropriate line rate.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-5 Buying Newspaper Space: Modular Units Modular Units: Ad is expressed in terms of units of width and depth. Each unit contains 30 agate lines. If an ad is 2 columns wide and 5 units deep, the calculation of total MAL would be: 2 x 5 x 30 = 300 MAL The number of lines is then multiplied by the appropriate line rate.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-6 Additional Features of Newspapers  Preferred Positions  Colour  Preprinted Inserts  Split Runs

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-7 Comparing Newspapers for Efficiency Cost and circulation are used to determine efficiency. A comparison is made on the basis of what it costs to reach 1,000 people. CPM =Cost of Ad Circulation (000)

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-8 Comparing Toronto Newspapers StarGlobeSun Cost per line $14.44 $24.86 $6.50 Ad Size 900 lines 900 lines 900 lines Ad cost $12,996 $22,374 $5,850 Circulation 465, ,090239,288 CPM $27.79 $66.77 $34.44 Source: CARD, September 2000

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc. 9-9 Factors that Increase Rates Position Charge A request for a specific location (section, page, etc.). Colour Charge Additional colour increases the cost but produces higher total awareness compared to b&w.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Magazines in Canada Magazines are classified in many ways: 1.Content and Audience Reached Consumer Business 2.Circulation Base Paid circulation Controlled circulation

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Magazines in Canada 3.Frequency and Regional Availability Weekly and Monthly National, regional and city 4.Size and Format Digest Standard Large

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Advantages of Magazines Demographic Selectivity Geographic Flexibility Life Span Quality Passalong Readership

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Magazine Readership Primary Readers A reader who lives (works) at the location where the magazine is received. Passalong Readers Someone who reads the publication but does not live (work) where publication is received. Primary + Passalong = Total Readership

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Readers per Copy The actual number of readers will influence advertising decisions. MagazineCirculationReaders per CopyReaders Reader’s Digest Chatelaine Maclean’s

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Disadvantages of Magazines Lead Time Clutter Low Frequency

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Features of Magazines  Bleeds  Preferred Positions  Gatefolds  Inserts and Reply Cards  Split Runs

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Buying Magazine Space Costs are determined by multiplying the cost of the ad (determined by its size) by the frequency (number of insertions). If the cost of a 1 page, 4 colour ad was $20,000 and the ad ran 8 times, the total cost would be: $20,000 x 8 = $160,000 Additional discounts may apply. Check the rate card for details.

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Comparing Magazines Homemaker’sChatelaineCanadian Living 1P, 4C rate $20,640$38,605 $29,160 Circulation 689,088763, ,884 CPM $29.95 $50.54 $52.83 Source: CARD, September 2000

Canadian Advertising in Action, 6th ed. Keith J. Tuckwell ©2003 Pearson Education Canada Inc Discounts Offered by Print Media Frequency Continuity Volume Corporate Number of lines, times, etc. Length of time $ spent Products combine lines, times, etc., for better rate