4. Chapter 11
Using Magazines

5. Magazine Pros Reach narrowly targeted audiences Provide strong visuals
Offer some form of regional and/or demographic editions
Portable, long life and pass-along readership

6. Magazine Cons Increasing advertising rates Clutter
Long advertising deadlines
Rarely reached the majority of a market segment

7. Advertising and Consumer Magazines
Largest advertisers = automobiles and packaged goods companies
Most continue to change and adapt
More than 5 magazines are introduced each week

8. McCall’s – America’s Oldest Women’s Magazine

9. Selectivity Market is increasingly fragmented.
Change from a mass to a class medium
Advertising = 46% of total magazine

10. Magazine Cost Categories
Marketing costs
Postage and distribution costs
Concentration of advertisers
Increased discounting (reduction of regular rate)

11. Exhibit 11.4

12. Advantages of Magazines as a National Advertising Medium
Audience selectivity
Long life and creative options
Availability of demographics and geographic editions

13. Disadvantages of Magazine Advertising
High cost
Long closing dates

14. Partial-Run Editions
Purchasing less than the entire circulation of a publication
Most common
Geographic edition

15. Split-Run Editions
Run different advertisements in every other issue.

16. Benefits of Partial and Split-Run Editions
Offer products only in areas where they are sold.
Localize advertising.
Test various elements of a campaign.
Closer ties with retailers developed

17. Disadvantages of Partial-Run Editions
CPM levels usually more expensive
Lack of newsstand distribution
Special restrictions may be placed by publishers.

18. Types of Magazines Consumer Magazines Farm Magazines
Business Magazines

19. Magazine Elements Size (type area, not the size of the page) Gatefold
Standard (8 ½ X 11)
Small (4 3/8 x6 ½ )
Gatefold
Position
Full, half, quarter pages
3 columns, or one column

20. Magazine Elements (continued)
Cover
Front cover = first cover
Inside front = second cover
Inside back = third cover
Outside back = fourth cover
Bleed page
Ad runs all the way to the edge of the page.

21. Magazine Elements (continued)
Inserts
Multiple page units

22. Inserts and Multiple-Page Units
Facing, two-page spreads
Cost is a major consideration.

23. Cost Formula
CPM =
Page Rate X1000
Circulation (audience)

24. Magazine Merchandising and the Internet
Online version of print publications

25. Magazine Rate Structures
Rate card
Discounts
Volume
Frequency
Multiple user of units from one magazine group
Continuity
Short rate
If use less space than estimated = higher rate
If use more space = lower rate