Evaluation of Print Media

Evaluation of Print Media
Chapter Twelve Evaluation of Print Media Evaluation of Print Media © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Classifications of Magazines
By Content Consumer Magazines Farm Magazines Business Magazines By Audience By Geography By Geography Local Regional National By Size Large Flat Standard Small or Pocket Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows some ways magazines can be classified. While some magazines are general mass-appeal publications, most are targeted to specific audiences. Some of the ways magazines can be classified include: By Audience Consumer magazines – bought by the general public for entertainment and/or information. Farm publications – about 300 publications tailored to farming and the agricultural interests Business publications – magazines or trade journals published for specific businesses, industries, or occupations Geography Local Regional National Size Large, flat, standard, small or pocket Use of this slide This slide can be used to introduce the many different types of magazines and how they are classified. Magazines appeal to nearly every specific consumer interest and lifestyle, as well as thousands of businesses and occupations. Magazines are popular among advertisers because they are a highly specialized medium that reach specific target audiences. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Magazines Targets Professions or Industries
Relation to text This slide relates to material on p. 378 and Exhibit 12-1 of the text. Summary Overview This slide shows examples of magazines that are targeted toward specific businesses and industries as well as toward individuals engaged in various professions. Business publications are important to marketers because they provide an efficient way of reaching the specific types of individuals who constitute their target market. Use of this slide This slide can be used to show the various types of business magazines available to advertisers wanting to reach specific types of professionals with particular interests. These types of magazines are very important to business-to-business marketers. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Consumer Magazines Target Specific Interests
Relation to text This slide relates to material on pp and Exhibit 12-2 of the text. Summary Overview This slide shows a cover of Transworld Snow Boarding, which is a magazine that targets the serious snow boarder. This type of specialty magazine is of value to firms interested in reaching the specific market segment of serious snow boarders. The magazine’s editorial content also creates a very favorable advertising environment for skiing-related products and services. Use of this slide This slide can be used to show an example of a specialty magazine that is designed to reach a specific market segment. You might discuss how there are specialty magazines that reach nearly every type of interest or activity and provide a good way for marketers to reach these consumers. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

An Example of a Farm Publication
Relation to text This slide relates to material on pp and Exhibit 12-3 of the text. Summary Overview This slide shows a cover of Beef which is a magazine read by many cattle ranchers and is an example of a farm publication. Farm publications range from general interest publications aimed at all types of farmers to those in specialized agricultural areas such as poultry farming or cattle raising. Use of this slide This slide can be used to show an example of a farm publication which is one of the major classifications of magazines by SRDS. These publications reach nearly every type of farming or agricultural interest. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Advantages and Disadvantages of Magazines
Selectivity Selectivity Costs Costs Reproduction Quality Reproduction Quality Limited Reach Limited Reach Creative Flexibility Creative Flexibility Limited Frequency Limited Frequency Relation to text This slide relates to material on pp of the text. Summary Overview Magazines have a number of advantages and disadvantages as an advertising medium. The advantages of magazines are: Selectivity Reproduction quality Creative flexibility Permanence Prestige Receptivity, involvement Services The disadvantages of magazines include: Costs Limited reach Limited frequency Long lead time Clutter Use of this slide This slide can be used to discuss the advantages and disadvantages of using magazines as an advertising medium. Despite the disadvantages of magazines, they have a considerable number of characteristics that make them an attractive medium for advertisers. Permanence Permanence Long Lead Time Long Lead Time Prestige Prestige Clutter Receptivity, Involvement Receptivity, Involvement Services Services © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Media Kits Provide Information on Readers
Relation to text This slide relates to material on p. 382 and Exhibit 12-6 in the text. Summary Overview This slide shows a page from the media kit for Time magazine that contains the demographic profile of the magazine’s readers. This particular page lists the various editions available to advertisers. Use of this slide This slide can be used as an example of the type of information provided by magazines in a media kit. Magazines provide prospective advertisers with media kits that contain information about the magazine such as editorial content, advertising rates, special issues, closing dates and mechanical requirements for ads as well as information about the publication’s readers. This information can be used by media planners and buyers in evaluating the magazine in terms of how well it reaches their target audience and in deciding whether they want to advertise in a specific issue. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

City Magazines Provide Geographic Targeting
Relation to text This slide relates to material on p. 382 and Exhibit 12-5 of the text. Summary Overview This slide shows the various city magazines published in major American cities. These magazines have experienced tremendous growth as advertisers are able to focus on specific local markets that may be of interest to them. These publications also have a readership profile that appeals to marketers of upscale brands: high income, college educated, loyal, and influential in their communities. Use of this slide This slide can be used to discuss the geographical selectivity of magazines. The city and other regional magazines make it possible for advertisers to effectively target consumers in particular geographic areas. The city magazines are also part of a network that makes it possible for advertisers to purchase an ad in all of these magazines with one contract. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Special Magazine Features
Bleed Pages Bleed Pages Creative Space Inserts Inserts Relation to text This slide relates to material on pp. 383 of the text. Summary Overview This slide shows some of the special features and options that are available when advertising in magazines. Some magazines offer a variety of special options such as: Bleed pages – ad extends to the edge of the paper, no margins or white space Inserts – such as return cards, coupons, and other devices Pop-ups – three dimensional special ads that stand up when the page is opened Cover positions – special positions such as back, inside front, inside back Gatefolds – fold outs that give an extra large spread Creative space buys – advertisers purchase space units in certain combinations to increase impact Use of this slide This slide can be used to show the various special magazine options available to advertisers that can enhance the creative appeal of the ad and increase attention and readership. Gatefolds Gatefolds Pop-Ups Pop-Ups Cover Positions Cover Positions © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Quarter Page Ads Can Extend a Media Budget
Relation to text This slide relates to material on pp and Exhibit 12-8 of the text. Summary Overview This slide shows examples of quarter page ads that were used by WD-40, an all purpose lubrication product. The quarter-page ads were run on consecutive pages within the same magazines with each ad mentioning different uses of the product. This strategy gives the company greater impact for its media dollars and is helpful in promoting the product’s variety of uses. Use of this slide This slide can be used to show an example of a creative space buy in a magazine. Some magazines let their advertisers buy space in certain combinations to increase the impact of their media budgets. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Use of Various Media for Insight and Ideas
Relation to text This slide relates to material on p. 385 and Figure 12-2 of the text. Summary Overview This slide contains a graph from the Study of Media Involvement showing that magazines are the medium turned to most by consumers for knowledge, information, and usable ideas. The study concluded that 95% of US adults cite magazines as their premier source of insight and ideas. The study also found this to be true when consumers seeking information about specific topics and areas of interest ranging from automobiles to fashion to personal finance. Use of this slide This slide can be used to show that magazines have a high rate of consumer receptivity. Magazines are generally purchased because the information they contain interests the reader and the ads provide additional information that may be of value in making a purchase decision. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Consumers Rely on Magazines for Information
Relation to text This slide relates to material on p. 385 and Figure 12-2 of the text. Summary Overview This slide contains a chart from the Study of Media Involvement showing that magazines are the medium turned to most by consumers for knowledge, information, and usable ideas. The study found that magazines are used frequently when consumers seek information about specific products and services such as automobiles, fashion items, personal finances, travel, fitness, and computers. Use of this slide This slide can be used to show that magazines have a high rate of consumer receptivity. Magazines are generally purchased because the information they contain interests the reader, and ads provide additional information that may be of value in making a purchase decision. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Magazine Ad Competition
Custom magazines Online magazines Relation to text This slide relates to material on pp. 389 of the text. Summary Overview This slide shows the two major ways advertisers avoid getting lost in the clutter of traditional magazines – custom magazines and online magazines. Some advertisers create their own custom magazines to sidestep the advertising clutter problem as well as to have control over editorial content. Some companies have begun offering online versions of their custom magazines. For example, Procter & Gamble began publishing HomeMadeSimple several years ago and recently expanded the concept to health care with another online magazine called HealthExpressions, which contains articles and information on health, wellness, healthy recipes, and other areas. Kraft Foods also publishes an online magazine called Kraft Food & Family and the success of the online version led the company to begin offering a print version, which is sent to more than 3 million consumers. Use of this slide This slide can be used to discuss the alternatives to traditional magazine ads. Traditional magazine ads © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Future of Magazines
Declining Ad Revenues Declining Ad Revenues Trends, Trends, Trends… Stronger Editorial Platforms Stronger Editorial Platforms Circulation Management Circulation Management Relation to text This slide relates to material on pp of the text that discusses the future of magazines. Summary Overview This ad shows a list of issues and trends that are affecting the future of the magazine industry. These include: Declining ad revenues – due to economic problems and declining readership Stronger editorial platforms – these type of magazines appeal to interests, lifestyles, and changing demographics and have attracted readers and advertisers Circulation management – important to increase or maintain circulation Cross-magazine and media deals – two or more publishers/media offering their magazines ad space as one package Database marketing – more segmentation and niche strategies are available Advances in technologies – allowing for personalized messages to tightly targeted audiences Electronic delivery – publications available online Use of this slide This slide can be used to discuss trends and developments affecting the magazine industry. Many of these issues relate to making magazine advertising more appealing to marketers. Cross-Mag. & Media Deals Cross-Mag. & Media Deals Database Marketing Database Marketing Advances in Technology Advances in Technology Online Delivery Methods © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Magazines Go Online Relation to text This slide relates to material on p. 396 and Exhibit of the text. Summary Overview This slide shows an example of the trend towards online versions of popular magazines. Mother Jones magazine is now available online and can offer the many advantages of the Internet to publishers and subscribers. Online publications also provide advertisers with the opportunity for sponsorships, banner ads, and other promotions. Use of this slide This slide can be used to discuss online versions of magazines. Although they provide some unique opportunity for advertisers, it remains to be seen whether people will want their magazines delivered online or prefer to read them in a more traditional form. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Newspaper Classifications
Daily Daily Weekly Publication Frequency Publication Frequency Weekly National National Supplements Type Type Special-audience Special-audience Supplements Relation to text This slide relates to material on pp of the text, which discusses newspapers. Summary Overview This slide shows the various classifications that can be used for newspapers. The classifications include: Publication frequency Daily – published daily and found in cities and larger towns Weekly – published weekly or every other week. Originate in small towns or suburbs and focus on events relevant to the local area Type National – have a national circulation such as USA Today Special-audience – published for particular groups Supplements – magazine type supplements that appear in the newspaper Size Standard – generally 22 inches deep and 13 inches wide and divided into six columns Tabloid – usually 14 inches deep and 11 inches wide Audience size Ethnic, religious Business, financial Use of slide This slide can be used to discuss various types and classification of newspapers as an advertising medium. Various newspapers will appeal to different advertisers depending upon the audience they are trying to reach. Standard Standard Tabloid Size Size Tabloid Ethnic, religious, etc. Ethnic, religious, etc. Audience Type Business, financial, etc. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Characteristics of Newspapers
The dominant advertising vehicle The dominant advertising vehicle Account for 18% of ad dollars Account for 22% of ad dollars About 1,500 daily papers in print About 1,500 daily papers in print Relation to text This slide relates to material on pp that discusses newspapers. Summary Overview This slide shows various characteristics of newspapers, which are the second major form of print media used by advertisers. As the slide shows, newspapers are the dominant advertising vehicle as they account for 18% of advertising revenue. There are nearly 1,500 daily newspapers in print and they are read by 54% of the adult population. Newspapers are also the main medium for most communities and most advertising dollars in papers is spent by local advertisers. Use of this slide This slide can be used to introduce newspapers and discuss the important role they play as an advertising medium. Dailys read by about 54% of adults Dailys read by about 60% of adults Main community medium Main community medium Local ads provide most of revenue © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

College Newspapers Are an Effective Way to Reach Students
Relation to text This slide relates to material on pp and Exhibit of the text that discusses special audience newspapers. Summary Overview This slide shows a copy of The Daily Aztec, the newspaper published by students at San Diego State University, and is an example of a paper that is targeting college students. More than 1,300 colleges and universities publish newspapers that offer advertisers an excellent medium for reaching college students. Use of this slide This slide can be used to show an example of a special audience newspaper. College newspapers such as this are an excellent way to reach college students for both local and national advertisers. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Newspaper Advertising
Local (mostly retail) Local (mostly retail) Paid reading notices (editorial look) Display Ads Display Ads General (often national) General (often national) Paid reading notices (editorial look) Small items arranged by topic Small items arranged by topic Classified display - combination Classified Ads Classified Ads Relation to text This slide relates to material on pp of the text that discusses types of newspaper advertising. Summary Overview This slide shows the various types of newspaper advertising. The ads appearing in newspapers can be classified in different categories which include: Display ads – found throughout the newspaper, can be local or national Classified ads – ads arranged under subheads according to the product, service, or offering being advertised Public notices – special ads regarding legal notices, organizations, etc. Printed inserts – do not appear in the paper itself, they are printed by the advertiser and taken to the newspaper to be inserted before delivery Use of this slide This slide can be used to show the various types of newspaper advertising and the ways newspapers are used by various advertisers. Rates based on size, duration Rates based on size, duration Classified display - combination Legal notices - public reports Legal notices - public reports Financial reports Public Notices Public Notices Notices by people, organizations Notices by people, organizations Financial reports Printed Inserts Prepared separately by advertisers © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Inserts Help Marketers Reach Consumers
Relation to text This slide relates to material on p. 399 and Exhibit of the text. Summary Overview This slide shows an example of a large metropolitan newspaper, the San Diego Union Tribune, promoting its special insert services to advertisers. Many retailers use inserts such as circulars, catalogs, or brochures to shoppers in their particular trade areas. This collateral piece promote how these inserts can be targeted to specific zip codes. Use of this slide This slide can be used to show an example of the special insert services offered by many newspapers. Preprinted inserts can be an effective way for advertisers to reach readers of newspapers and to target their ads to specific markets in large metropolitan areas. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Unique Newspaper Features
Mass audience Mass audience Cross-section of population Cross-section of population Local geographic coverage Local geographic coverage Wide range of content, subjects Wide range of content, subjects Relation to text This slide relates to material on pp that discusses newspapers and their role as an advertising medium. Summary Overview This slide lists the unique features of newspapers as an advertising medium. These features are: They reach a mass audience They reach a cross section of population They provide local geographic coverage They have a wide range of content and subjects They provide selective readership by area They provide timely coverage, daily issues Readership of newspapers is concentrated in a short time They are a permanent, durable record of information Use of this slide This slide can be used to show the various characteristics of newspapers that make them a unique and popular advertising medium. Selective readership by area Selective readership by area Timely coverage, daily issues Timely coverage, daily issues Readership concentrated in time Readership concentrated in time Permanent, durable record © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Newspaper Advantages and Drawbacks
Disadvantages Extensive penetration Extensive penetration Production quality may be low Production quality may be low Flexibility Flexibility They have a short life span They have a short life span Geographic selectivity Geographic selectivity Not demographically selective Not demographically selective Relation to text This slide relates to material on pp of the text. Summary Overview This slide summarizes the advantages and disadvantages of newspapers as an advertising medium. Advantages Extensive penetration – high degree of market coverage Flexibility – quick turnaround of running and producing the ads Geographic selectivity – nationally and locally Involvement, acceptance – consumers rely on newspapers for news, information, entertainment, and assistance in purchase decisions Services offered – copy writing, merchandising, market studies Disadvantages Poor reproduction quality – impacts the visual appeal of certain products (food, clothes) Short life span – readership lasts less than a day Lack of demographic selectivity – newspapers reach broad consumer groups Lack of psychographic selectivity – difficult to target specific types of customers based on lifestyle Clutter – on average 64% of a paper is devoted to advertising Potentially poor placement – ad may in a position where it does not get noticed or does not reach the right audience Competition – increasing competition from other media which provide news and information such as the Internet Use of this slide This slide can be used to discuss the advantages and disadvantages of newspapers. Newspapers have many characteristics that make them popular among both local and national advertisers. However, there are also limitations to newspapers as an advertising medium. Involvement, acceptance Involvement, acceptance Not psychographically selective Not psychographically selective Services offered Services offered There's heavy ad competition There's heavy ad competition Potentially poor placement Potentially poor placement May be overlapping circulation © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

A Newspaper Promotes Its Various Sections
Relation to text This slide relates to material on p. 400 and Exhibit of the text. Summary Overview This slide shows a collateral piece from the media kit of the San Diego Union-Tribune newspaper promoting the various sections of the paper. Ads can be run in the various sections of the paper such as sports, business, and food to appeal to a particular customer group. For example, ads for automotive products generally run in the sports section of the paper which is read primarily by males. Use of this slide This slide can be used to show that newspapers have a variety of sections that can be used by advertisers to better target their customers. Many consumers purchase a newspaper because of the advertising it contains and placing ads in a particular section makes it easier for consumers to find them. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Newspaper Characteristics
Read by almost all consumers Read by almost all consumers Wide Audience Read daily in an ordered way Read daily in an ordered way Readers look at over 3/4 of all pages Readers look at over 3/4 of all pages Relation to text This slide relates to the material on pp Summary Overview The slide outlines the various characteristics of newspapers that are relevant to their use as an advertising medium. These characteristics include: Wide audience Read by almost all consumers Read daily in an ordered way Readers look at ¾ of all pages Offer flexibility Few limitations on ad size Spot and full color available Many shapes and sizes Use of this slide This slide can be used to show the various characteristics of newspapers that make them a unique and effective advertising medium. Few limitations on ad size Few limitations on ad size Offer Flexibility Spot and full color available Spot and full color available Many shapes, sizes, paper, & printing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Rate Terminology Split Runs Split Runs Split Run Rates Preferred Position Preferred Position Differential Rates Differential Rates Color Rates Color Rates Insertion Rates Insertion Rates Combination Rates Combination Rates Run-of-Paper [ROP] Run-of-Paper [ROP] Relation to text This slide relates to material on pp of the text that discusses newspaper advertising rates. Summary Overview This slide summarizes the number of options and pricing structures available when purchasing newspaper space. Some of the rates offered include national, flat, open, combination, color, preferred position, split runs, run-of-paper and others. Use of this slide This slide can be used to discuss the various options for purchasing newspaper ad space. The cost of advertising ad space depends not only on the newspaper’s circulation but also on factors such as premium charges for color or special sections. The purchase process and rates paid for newspaper space differ for general and local advertisers. Open Rates Open Rates Short Rates Short Rates Flat Rates Flat Rates Earned Rates Earned Rates National Rates National Rates Local Rates Local Rates Terms of the Trade © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Some Newspapers Offer Combination Rates
Relation to text This slide relates to material on pp and Exhibit of the text. Summary Overview This slide shows an ad promoting the three newspapers published by the Miami Herald in the south Florida market. It provides an example of a newspaper owning several papers and offering its advertisers a combination discount when buying space in each of its publications. Use of this slide This slide can be used to show an example of combination discounts. This discount is made available when the advertiser buys space in several newspapers owned by the publisher in a number of markets or in multiple newspapers affiliated with a syndicate or newspaper group. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

The Future of Newspapers
Competition from other media Positioning the Brand Circulation Use a Unique Selling Position Problems and issues newspapers must address Relation to text This slide relates to material on pp of the text. Summary Overview This slide shows the major problems and issues newspapers must address to maintain their strong position as a dominant local advertising medium and to gain more national advertising: Competition from other media: Many newspapers will have to gear up to compete as direct marketers as well as respond to online sites for classified ads Circulation: Many newspapers are responding to this issue by emphasizing readership measures and developing online versions of their papers Cross-media buys: Newspapers are banding together to offer national advertisers a package of newspapers so they don’t have to purchase space in individual papers Attracting and retaining readers: Newspaper readership has been on a steady decline for the past two decades. Many newspapers are redesigning their layouts and introducing new sections and revising old ones to appeal to important market segments such as women and young adults. Use of this slide This slide can be used to discuss the future of newspapers, and the tough times they are facing. Attracting and retaining readers Create the Brand Image Cross-media buys © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Evaluation of Print Media

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