1. Evaluation of Print MediaPrintMedia Evaluation of Print MediaPrintMedia 12 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. The Role of Magazines and Newspapers Not intrusive High- involvement Reader sets the pace Selective audience High readership

3. Magazine Target Markets

4. Classifications of Magazines Consumer Farm Business

5. Consumer Magazines Target Specific Interests

6. Top Magazines

7. Example of a Farm Publication

8. Business Publications

9. Using College Magazines to Reach Students

10. Advantages of Magazines Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Engagement Services

11. City Magazines Provide Geographic Targeting

12. Media Kits and Rate Cards

13. Creative FlexibilityFlexibility Pop-Ups Bleed Pages Cover Positions Inserts Creative Space Gatefolds

14. Test Your Knowledge An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A) Gatefold B) Bleed page C) Maximum coverage ad D) Overrun E) Total page ad

15. Smaller Ads Can Extend a Media Budget

16. Gaining Prestige

17. Consumer Engagement

18. Special Services

19. Disadvantages of Magazines Limited Reach Long Lead Time Costs Limited Frequency Clutter Competition

20. Magazine Circulation Primary Circulation Primary Circulation Pass-Along Readership Pass-Along Readership Guaranteed Circulation Guaranteed Circulation Verification Circulation Verification Total Audience Total Audience Controlled Circulation Controlled Circulation

21. Readership and Total Audience Readers per copy X circulation = Total Audience

22. Media Research Guides Advertisers SRDS Media Data Ad rates and circulation figures General requirements Contact & Web site information Media kits Audit statements Reader Data from Magazines Demographics Lifestyle information Financial profile Product usage characteristics

23. Cost Elements of Advertising Space Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color

24. Magazine Costs and Networks U.S. News & World Report Time Newsweek News Network Advertising $$$

25. The Future for Magazines Database marketing Technological advances Cross-Mag & media deals Better circulation mgmt Stronger editorial platforms Declining ad revenues Online delivery methods Trends

26. Magazines Move Online

27. Characteristics of Newspapers Main community medium Dailys read by 54% of adults About 1,500 daily papers in print Accounts for 18% of ad dollars The dominant advertising vehicle

28. Types of Newspapers Special-audienceaudience Special-audienceaudience National Supplements Daily Weekly

29. Test Your Knowledge National advertisers tend to avoid weekly newspapers because of: A) Their poor image B) Their high absolute cost C) Difficulties associated with purchasing and placing ads in them D) An overly broad geographic focus E) The large number of local ads they typically contain

30. Types of Newspaper Advertising National or general Local (mostly retail) Rates based on size, duration Small items arranged by topic Notices by people, organizations Legal notices - public reports Political ads Prepared separately by advertisers Display Ads Classified Ads Public Notices Printed Inserts

31. Parade is a Popular Sunday Supplement

32. Newspaper Advantages and Limitations Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Advantages Short life span Low production quality Clutter Lack of selectivity Limited use of color Disadvantages

33. Island Ads Break Through Clutter

34. Newspaper Circulation Figures Other Zone City Zone Retail Trading Zone

35. Purchasing Newspaper Space General rates –Advertisers are outside the newspaper’s designated market area –Includes national advertisers –Are up to 75% higher than local rates Retail or local rates –Advertisers conduct business within the designated market

36. The Newspaper National Network

37. Newspaper Advertising Rates One inch by 2 1/16 inches wide Fits in all newspapers that use this format size Simplifies rate quotes Simplifies production process Standard Advertising Units 1 inch deep by 1 column width Sales by Column Inch Column widths vary Column width affects ad size, shape, cost Complicated purchasing and placement process

38. Rate Structures and Terminology Local Rates National Rates Flat Rates Open Rates Combination Rates Color Rates Preferred Position General rates Run-of-Paper [ROP] Split Run Rates

39. Test Your Knowledge The Washington Post newspaper has been involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of: A) A cross-magazine deal B) A cross-newspaper deal C) A cross-media buy D) Cooperative advertising E) A standard advertising unit buy

40. The Future of Newspapers Problems and issues Competition from other media Declining circulation Attracting and retaining readers Online delivery Cross-media opportunities

41. Attracting and Retaining Readers