1. Other Media Values Presented by: SM

2. Secondary Audiences  Secondary, or pass-along readers. Exposed to magazine in a public place or though an acquaintance.Exposed to magazine in a public place or though an acquaintance.  Examples: doctors office or friends house some studies suggest: Less ad recall among secondary readers. some studies suggest: Less ad recall among secondary readers.  In response, planners scale down (discount) secondary readership.

3. Special Opportunities in Magazines MMMMagazines can be adapted to media planners special needs. Because some media have devised special demographic or geographic editions for just that purpose. Most larger-circulation magazines offer two- way (and in some cases even four-way) copy splits.

4. Media Imperatives  Is an analysis by SMRB that provides information on the degree of exposures in Television and Magazines. Magazines: show the statistics for persons who are heavy magazine readers and light television viewers.Magazines: show the statistics for persons who are heavy magazine readers and light television viewers. Television: show percent of the target index who are heavy television viewers and light magazine readers.Television: show percent of the target index who are heavy television viewers and light magazine readers.

5. Position Alternatives  Print vehicles offer advertisers select positions such as front of book or next to compatible editorial material This can help the advertiser reach the target with more impact.This can help the advertiser reach the target with more impact. Vehicles that offer selected positions can be a better buy than those that do not.Vehicles that offer selected positions can be a better buy than those that do not.

6. Advertising clutter and product protection  The least clutter. The medium that reaches the maximum number of targets at the best cost-efficiency and the least clutter would be the most desirable.The medium that reaches the maximum number of targets at the best cost-efficiency and the least clutter would be the most desirable.  Exceptions Magazines specifically bought to shop through the advertisements.Magazines specifically bought to shop through the advertisements.

7. Circulation Trends  An objective measurement of a medium’s value is the circulation trend over a period of at least a year or two. If a magazine under consideration has shown a decline, it may be dropped from the list of potential vehicles.If a magazine under consideration has shown a decline, it may be dropped from the list of potential vehicles. On the other hand magazines with increasing circulation trends are considered more valuable.On the other hand magazines with increasing circulation trends are considered more valuable.

8. Advertising Copy Checking and Product Restrictions  The examining of veracity of all advertising copy. Annually many pages of advertising are rejected.Annually many pages of advertising are rejected. Some magazines refuse all advertising from potentially controversial product categories such as tobacco, alcohol, and direct-mail personal products.Some magazines refuse all advertising from potentially controversial product categories such as tobacco, alcohol, and direct-mail personal products.

9. Response to coupons, information or recipes/ Available discounts  Differentiate one magazine from another Measurements of the number of readers who ask for information or clipped recipes is available in MRI and can provide a planner with the type of qualitative data.Measurements of the number of readers who ask for information or clipped recipes is available in MRI and can provide a planner with the type of qualitative data.  Available discounts Sometime the value of a medium is directly affected by the nature of the discounts that it offers.Sometime the value of a medium is directly affected by the nature of the discounts that it offers.

10. Flexibility  Two kinds of flexibility can affect media values. The first is the degree to which a medium can be used to precisely reach geographically superior markets, while at the same time avoiding relatively weak markets.The first is the degree to which a medium can be used to precisely reach geographically superior markets, while at the same time avoiding relatively weak markets. The second concerns the ability of the medium to make quick changes in copy – that is, production flexibility.The second concerns the ability of the medium to make quick changes in copy – that is, production flexibility.

11. Color Quality  Color quality can be important in determining media values. The problem of color quality.The problem of color quality.  Problem of achieving the color quality of the original artwork.  The problem of maintenance of consistent color quality during the entire press run.

12. Questions  Secondary or pass-along readers buy magazines directly from the news stand? T/F @nswer: F@nswer: F  Print vehicles never offer selected positions such as front-of-book or next to compatible editorial material to advertisers? T/F @nswer: F@nswer: F

13. THE END...