1. Chapter 12 Evaluation of Print Media: Magazines and Newspapers

2. Magazines and Newspapers
Present detailed information that can be processed at the reader’s own pace
High-involvement media
Magazines are the most specialized of all advertising media

3. Classifications of Magazines
Consumer magazines
Farm publications
Business publications

4. Advantages of Magazines
Selectivity
Reproduction quality
Creative flexibility
Permanence
Prestige
Consumer receptivity and engagement
Services

5. Services Split runs Selective binding Ink-jet imaging
Two or more versions of an ad are printed in alternate copies of a particular issue of a magazine
Help determine which ad generates the most responses or inquiries
Selective binding
Allows creation of hundreds of copies of a magazine in one continuous sequence
Computerized production process
Enables magazines to address specific groups within their circulation base
Ink-jet imaging
Projects ink onto paper rather than using mechanical plates
Enables personalization of an advertising message

6. Disadvantages of Magazines
Costs
Limited reach and frequency
Long lead time
Clutter and competition

7. Magazine Circulation Primary circulation Guaranteed circulation
Number of copies distributed to the original subscribers or purchasers
Determines magazine’s rate structure
Guaranteed circulation
Publishers give advertisers a rebate if the number of delivered magazines falls below the guarantee
Figures are set safely below the average actual delivered circulation

8. Types of Newspapers Daily newspapers Found in cities and larger towns
Provide detailed coverage of events, issues concerning the local area
Classifications - Morning, evening, or Sunday publications
Weekly newspapers
Originate in small towns or suburbs
Focus on news, sports, and events relevant to the local area
Appeal primarily to local advertisers

9. Types of Newspapers National newspapers Special-audience newspapers
Have national circulation and editorial content with a nationwide appeal
Appeal to:
Large national advertisers
Regional advertisers that use specific geographic editions of these publications
Special-audience newspapers
Offer specialized editorial content and are published for particular groups
Newspaper supplements
Included by papers in their Sunday editions

10. Types of Newspaper Advertising
Display advertising
Uses visual devices in addition to the copy text
Classified advertising
Ads are arranged under subheads according to the product, service, or offering being advertised
Special ads and inserts
Government and financial reports
Notices and public notices of changes in business and personal relationships
Preprinted inserts: Printed by advertiser and taken to the newspaper to be inserted

11. Advantages and Disadvantages of Newspapers
Market penetration
Flexibility
Geographic selectivity
Reader involvement and acceptance
Services offered
Disadvantages
Poor reproduction
Short life span
Lack of selectivity
Clutter

12. Categories of Newspaper Circulation Figures
Composed of the city where the paper is published and contiguous areas similar in character to the city
City zone
Market outside the city zone whose residents regularly trade with merchants within the city zone
Retail trading zone
Covers all circulation not included in the city or retail trade zone
All other areas

13. Newspaper Rates Standard Advertising Units (SAUs) Column inch
Use column widths 2-1/16 inches wide with:
Tabloid-size papers five columns wide
Standard or broadcast papers six columns
Used for national advertising
Column inch
One inch deep by one column wide
Rates are quoted per column inch
Total space costs is calculated by multiplying the ad’s number of column inches by the cost per inch
Used for local advertising

14. Rate Structures Flat rates Open-rate structure Run of paper (ROP)
Offer no discount for quantity or repeated space buys
Open-rate structure
Discounts are available based on frequency or bulk purchases of space
Depend on the number of column inches purchased in a year
Run of paper (ROP)
Paper can place the ad on any page or in any position it desires
Preferred position rate
Allows advertisers to choose a specific section and/or position on a page
Combination rates
Advertisers get a discount for using several newspapers as a group