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

2. Magazines and Newspapers
Appeal to nearly every specific consumer interest and lifestyle
Newspapers are primary source of product information for many consumers
Many people read a number of different magazines each week or month for information or entertainment

3. Magazines and Newspapers
Newspapers and magazines need advertising revenue to survive
Consumer magazines generate 54% of their revenues from advertising
Newspapers generate 70% of their revenues from advertising
Print media must attract large numbers of readers or a very specialized audience to be of interest to advertisers

4. The Role of 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

5. Classifications of Magazines
Consumer magazines
Business publications

6. Consumer Magazines
Bought by general public for information or entertainment
Represent major portion of the magazine industry
Possible to market to specialized markets through magazines

8. Business Magazines
Magazines or trade journals published for specific businesses, industries or occupations
Reach specific types of professionals with particular interests and give them important information relevant to their industry
Good way for advertisers to reach the specific types of individuals who constitute their target market

10. Advantages of Magazines
Selectivity
Reproduction quality (Lexus ad)
Creative flexibility (gatefolds and bleed pages)
Permanence
Prestige
Consumer receptivity and engagement
Services

11. Creative flexibility
Gatefolds enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra large spread.
Bleed pages are those where the advertisement extends all the way to the end of the page with no margin of white space around the ad.
Bleeds give the ad an impression of being larger and make a more dramatic impact.

13. 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

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

15. 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

16. 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

18. 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

19. 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

20. 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

21. 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

22. The Future of Newspapers
Competition from other media
Reduced circulation
Attracting and retaining readers
Online delivery and multiple platforms