1. Evaluation of Print Media12
Evaluation of Print Media

2. The Role of Magazines and Newspapers
Reader sets the pace
Not intrusive
Selective audience
High-involvement
Relation to Text This slide relates to page 407 of the text.
Summary Overview This slide shows the ways that magazines and newspapers differ from broadcast media.
Use of this Slide Use this slide to explain the role of magazine and newspapers in an advertiser’s media plan.
Specifically, they:
Present detailed information that can be processed at the reader’s own pace
Are not intrusive like radio and TV; they require some effort on the part of the reader for the advertising message to have an impact. (high-involvement media)
Have high readership. Despite the growth of new media options, 84% of adults read magazines, and they read an average of 11 issues per month.
Reach a selective audience, both in types of consumers and market segments.
High readership
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3. Magazines Target Specific Markets
Relation to Text
This slide relates to page 407 of the text and Exhibit 12-1.
Summary Overview
This slide shows magazines targeted to a specific industry or profession.
Use of this Slide
This slide can be used to show the types of magazines available to advertisers wanting to reach specific types of consumers.
Magazines are the most specialized of all advertising media. While some, such as Readers’ Digest and Newsweek, are mass-appeal magazines, most are targeted to a very specific audience.
This slide shows examples of magazines that target specific businesses and industries, as well as individuals engaged in various professions.
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4. Classifications of Magazines
Consumer
Farm
Business
Relation to Text This slide relates to pages of the text.
Summary Overview This slide introduces the three broad categories into which magazines are classified.
Use of this Slide Use this slide to help explain that the media research company SRDS, the primary reference source on periodicals for media planners, divides magazines into three broad categories, based on the audience to which they are directed:
Consumer… bought by the general public for information and/or entertainment.
Farm… directed to farmers and their families.
Business… magazines or trade journals published for specific businesses, industries, or occupations.
Each category is then further classified according to the magazine’s editorial content and audience appeal.
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5. Consumer Magazines Target Interests
Relation to Text
This slide relates to page 409 of the text and Exhibit 12-2.
Summary Overview
This slide shows a cover of Transworld Snow Boarding, which is a magazine that targets serious snow boarders.
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.
Consumer magazines represent the major portion of the magazine industry, accounting for nearly two-thirds of all advertising dollars spent in magazines. Consumer magazines are best suited to marketers interested in reaching general consumers, as well to companies trying to reach a specific target market.
The magazine’s editorial content also creates a very favorable advertising environment for skiing-related products and services.
There are specialty magazines today that reach nearly every type of interest or activity.
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6. Example of a Farm Publication
Relation to Text This slide relates to page 409 of the text and Exhibit 12-3.
Summary Overview
This slide shows a cover of Beef magazine, which targets cattle ranchers.
Use of this Slide
Use this slide to show an example of a farm publication, and explain that farm publications are not classified with business publications, because historically farms were not perceived as businesses.
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. There are about 300 publications tailored to nearly every possible type of farming or agricultural interest.
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7. Business Publications Target Professions or Industries
Relation to Text This slide relates to page 409 of the text.
Summary Overview This slide introduces the categories into which business publications are divided.
Use of this Slide
Use this slide to introduce the various categories into which business publications are divided. The Standard Rate and Data Service breaks down over 9,300 U.S. business publications into more than 220 market classifications. Major classifications include:
Specific professional groups, such as National Law Review for lawyers and Architectural Forum for architects.
Industrial magazines, targeted to those in various manufacturing and productions industries. Examples are Iron and Steelmaker, Chemical Week, and Industrial Engineering.
Trade magazines, targeted to wholesalers, dealers, distributors, and retailers. Among them are Progressive Grocer, Drug Store News, Women’s Wear Daily, and Restaurant Business.
General business magazines, aimed at executives in all areas of business. Examples are Forbes, Fortune, and BusinessWeek.
Healthcare publications, which target dental, medical, nursing, biotechnical sciences, and hospital administration.
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8. Advantages of Magazines
Selectivity
Reproduction Quality
Creative Flexibility
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide lists the advantages of using magazines as an advertising medium.
Use of this Slide
Use this slide to explain that, despite the disadvantages of magazines, they have a number of characteristics that make them an attractive medium for advertisers.
Selectivity.. the ability to reach a specific target audience.
Reproduction quality… high-quality paper stock and printing.
Creative flexibility… huge flexibility in terms of the type, size, and placement of advertising material.
Permanence… magazines remain in the home longer than any other medium.
Prestige… products gain prestige when advertised in publications with a favorable image.
Receptivity, engagement… studies show that consumers become involved with magazines when they read them.
Services… may include such things as sales assistance, research studies, split runs, selective binding, and personalized messages.
Permanence
Prestige
Receptivity, Engagement
Services
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9. City Magazines Offer Geographic Targeting
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide shows the various city magazines published in major American cities.
Use of this Slide
This slide can be used to discuss the geographical selectivity of magazines, which makes it possible for advertisers to effectively target consumers in particular geographic areas.
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.
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.
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10. Reader’s Digest Promotes Its Regional Editions
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide shows a rate card for Reader’s Digest.
Use of this Slide
This slide can be used to show how Reader’s Digest offers regional editions, and sets its rates accordingly.
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11. Creative Flexibility Bleed Pages Creative Space Inserts Gatefolds
Relation to Text
This slide relates to pages of the text and Exhibit 12-7.
Summary Overview
This slide lists some of the special features and options that are available when advertising in magazines.
Use of this Slide
This slide can be used to show the special print options available to advertisers that can enhance the creative appeal of the ad and increase attention and readership.
Some magazines offer a variety of special options, such as:
Gatefolds – fold outs that give an extra large spread
Bleed pages – ad extends to the edge of the paper, no margins or white space
Pop-ups – three dimensional special ads that stand up when the page is opened
Inserts – such as return cards, coupons, and product samples
Cover positions – special positions such as back, inside front, inside back
Creative space buys – advertisers purchase space units in certain combinations to increase impact
Gatefolds
Pop-Ups
Cover Positions
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12. 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
Answer: B
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13. Smaller Ads Can Extend a Media Budget
Relation to Text
This slide relates to page 414 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.
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.
For example, WD-40 used quarter-page ads on consecutive pages within the same magazine, with each ad mentioning different uses of the product. This strategy gave the company greater impact for its media dollars and was helpful in promoting the product’s variety of uses.
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14. Magazines Can Lend Prestige to a Brand
Relation to Text This slide relates to pages of the text and Exhibit 12-9.
Summary Overview
This slide shows the Good Housekeeping seal.
Use of this Slide
Use this slide when discussing how the image and reputation of a magazine can impact the products and services advertised therein.
For example, Good Housekeeping has a unique consumer policy which states that if a product bearing its famous seal is found to be defective within two years of purchase, the magazine will replace the product or refund the purchase price.
The Good Housekeeping seal can increase consumer confidence in a particular brand and reduce the amount of perceived risk associated with a purchase, because only those products that have been reviewed and accepted by the Good Housekeeping Research Institute can bear it’s seal.
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15. Comparing Media on Various Factors
Relation to Text
This slide relates to page 416 of the text and Exhibit
Summary Overview
This slide shows a comparison of media channels.
Use of this Slide
This slide can be used to show that magazines are generally purchased because the information they contain:
Is trustworthy
Provides a personal timeout
Is life-enhancing
Provides social interaction
In fact, a multi-media engagement study found that magazines score significantly higher than television or the Internet in ad receptivity and other engagement dimensions.
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16. Special Services Offered by Magazines
Retailer alerts
Consumer research studies
Split runs
Personalized messages to tightly targeted audiences
Relation to Text This slide relates to pages of the text.
Summary Overview
This slide lists some of the special, value-add services that magazines sometimes offer to advertisers.
Use of this Slide
Use this slide to point out some of the special, value-add services that magazines sometimes offer to advertisers, including:
Calling retailers to let them know a product is being advertised in an upcoming issue, and encouraging them to display or promote the item
Consumer research studies
Split runs, where two or more versions of an ad are printed in alternate copies of a particular issue of a magazine
Personalized messages to tightly targeted audiences via selective binding or ink-jet imaging
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17. Disadvantages of Magazines
Costs
Limited Reach
Limited Frequency
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide lists some of the disadvantages of using magazines as an advertising medium.
Use of this Slide
Use this slide as an introduction to the disadvantages of using magazines as an advertising medium.
Costs… based on size of the audience and their selectivity. A full-page, four-color ad in Time magazine cost $287,000 in Popular positions, such as the back cover, cost nearly $400,000.
Limited reach and frequency… not as effective as other media when it comes to reach and frequency.
Long lead time… most major publications have a 30- to 60-day lead time, and don’t allow changes after a specified date.
Clutter and competition… the more successful a magazine becomes, the more advertising it attracts, which leads to greater clutter.
Long Lead Time
Clutter
Competition
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18. Magazine Circulation Primary Circulation Total Audience Guaranteed
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide shows a list of common magazine terms used in measuring circulation and readership.
Use of this Slide
This slide can be used to discuss magazine circulation concepts.
Media buyers evaluate magazines on the basis of their ability to deliver the advertiser’s message to as many people as possible in the target audience. To do this, they must consider the circulation of the publication as well as its total readership.
Primary circulation – number of individuals who receive a publication through subscription or store purchase
Guaranteed circulation – the number of magazines the publisher expects to sell. If this figure is not reached, advertisers may be given a partial refund
Circulation verification – magazine circulations are audited by a verification service
Pass-along readership – primary subscriber or purchaser gives a magazine to another person
Controlled circulation – copies are sent (free) to individuals who influence purchases
Total audience – primary circulation plus pass along readership
Controlled
Circulation
Circulation
Verification
Pass-Along
Readership
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19. Readership and Total Audience
Relation to Text This slide relates to page 421 of the text.
Summary Overview This slide presents the formula used to calculate Total Audience.
Use of this Slide This slide can be used as part of a discussion about the difference between primary readers and total audience.
Advertisers are often interested in the number of people a publication reaches as a result of secondary (pass-along) readership. This occurs when the original purchaser gives a publication to another person, or when it is read in waiting rooms, beauty salons, airplanes, and so on.
Total audience is calculated by multiplying the number of readers per copy by the circulation of an average issue. A magazine such as Time may have a circulation base of 3.3 million, but an audience guarantee of over 19 million, because it has a pass-along rate that yields up to six readers per copy.
Total readership estimates are reported by major syndicated magazine research services, although media buyers view these numbers with suspicion.
Readers per copy X circulation = Total Audience
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20. Media Research Guides Advertisers
SRDS Data
Reader Data from Magazines
Relation to Text This slide relates to pages of the text.
Summary Overview This slide shows the three primary sources of audience information and research.
Use of this Slide This slide can be used to discuss sources of information and audience research for magazine media buyers.
SRDS Media Solutions… maintains a proprietary database of standardized ad rates, circulation figures, dates, general requirements, contact information, links to online media kits, Web sites, and audit and positioning statements.
Magazine-supplied data… reports detail readers’ demographics, financial profile, lifestyle, and product usage characteristics.
Syndicated research studies… for consumer magazines, primary sources are Experian Simmons and Mediamark Research Inc. (MRI). Info includes demographics, lifestyle characteristics, and product purchase and usage data.
Audience information is more limited for business publications, because the widely dispersed readership and nature of business publication readers make audience research more difficult. However, business magazines can provide the titles of individuals who receive their publication and the type of industry in which they work.
Syndicated Research Studies
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21. Cost Elements of Advertising Space
Circulation
Size of the ad
Position in the publication
Editions chosen
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide presents a list of elements that can increase (or decrease) the cost of advertising space.
Use of this Slide
Use this slide to begin a discussion on the cost elements and options available to advertisers when purchasing magazine advertising space.
Circulation… the higher the circulation, the higher the rate.
Size of the ad… space is generally sold on the basis of space units, such as full page and quarter page. Some magazines quote rates on the basis of column inches. The larger the ad, the higher the cost.
Position… prime positions, such as the front and back covers, cost more.
Editions… editions selected by geographic region or demographic cost more.
Production requirements… ads requiring special mechanical production, such as bleed pages or inserts, cost extra.
Ad frequency… the more often an ad runs, the lower the space charges become.
Color… the more color used, the higher the cost.
Production requirements
Insertion number/frequency
Use of color
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22. Magazine Costs and Networks
Advertising $$$
Relation to Text
This slide relates to page 423 of the text.
Summary Overview
This slide illustrates how advertising dollars funneled through news networks can find their way into multiple publications.
Use of this Slide
This slide can be used to begin a discussion on buying advertising space in a group of publications as a package deal.
The publisher in such an arrangement usually has a variety of magazines that can reach audiences with similar characteristics, as shown on this slide.
Networks can also be publishers of a group of magazines with diversified audiences, or independent networks that sell space in groups of magazines published by different companies.
Time
News Network
Newsweek
U.S. News & World Report
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23. The Future for Magazines
Current Problems
Potential Solutions
Declining revenues
Stronger editorial platforms
Decreasing circulations
Better circulation mgmt
Cross-magazine & media deals
Failing publications
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide shows a list of issues and trends that are affecting the future of the magazine industry, as well as potential solutions.
Use of this Slide
Use this slide to discuss trends and developments affecting the magazine industry.
Declining revenues and circulation… declining readership and ads.
Failing publications… a number of well-established magazines have recently gone out of business, including Gourmet (68 years) and Metropolitan Home (28 years).
Increasing costs… ink, paper, postage.
Strong media competition… from TV, the Internet, and direct mail.
Potential solutions include:
Stronger editorial platforms… appealing to interests, lifestyles, and changing demographics
Better circulation management… to increase or maintain circulation
Cross-magazine and media deals… two or more publishers/media offering their magazine’s 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… making publications available online
Database marketing
Increasing costs
Technology advances
Strong media competition
Electronic delivery methods
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24. Characteristics of Newspapers
Still a major advertising medium
Account for nearly 18% of ad spending
Especially important to local retailers
Also used by national advertisers
Relation to Text
This slide relates to pages of the text and Exhibit
Summary Overview
This slide illustrates the importance of daily newspapers.
Use of this Slide
This slide can be used to introduce newspapers and discuss the important role they play as an advertising medium.
Newspapers are the second major form of print media used by advertisers. They accounted for 18% of advertising revenue in 2009, which is nearly $25 billion.
Newspaper advertisements are especially important to local retailers, but are also used by national companies.
Note that many of the advertising dollars spent by local retailers are provided by national advertisers through cooperative advertising programs (discussed in Chapter 16).
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25. Types of Newspapers Daily National Special-audience Weekly Supplements
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide shows the various newspaper classifications.
Use of slide
Use this slide to discuss the various types and classifications of newspapers.
The classifications include:
Publication frequency
Daily papers… found in cities and larger towns, many of which have more than one. Daily newspapers are read by nearly 50% of adults each weekday, and by 55% on Sundays. They can be further divided into morning, evening, or Sunday.
Weekly papers… originate in small towns or suburbs and focus on events relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500. They appeal primarily to local advertisers.
Type
National papers… have a national circulation, such as USA Today and The Wall Street Journal. Competitive Media Reporting specifies that national newspapers publish at least 5 times per week, with no more than 67% of its distribution in any one area. More than 33% of the display ads must come from national advertising categories; more than 50% of total advertising must come from national advertisers.
Special-audience papers… published for particular groups, such as labor unions, professional organizations, industries, and religious groups.
Supplements… magazine type supplements that appear in the newspaper, such as Parade or USA Weekend.
Weekly
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26. Luxury Brands Go In-House
Branded Magazines on the Rise
Greater control of content and images
Establish a brand lifestyle
Nurtures customer relationships
Target specific group of psychographics
Relation to Text
This slide relates to page 429 of the text and IMC Perspective 12-3 on page 430.
Summary Overview
This slide shows a typical college newspaper.
Use of slide
Use this slide to discuss the use of college newspapers as advertising media.
IMC Perspective 12–3 discusses how the newspapers of more than 1,300 colleges and universities have become very popular among advertisers as a way of reaching college students who are a difficult target audience for marketers.
While most urban newspapers are trying to attract younger readers, college papers have a ready-made audience. A survey by the marketing research firm Student Monitor found that 76 percent of the 6 million full-time college undergraduates read at least one of the last five issues of their school newspaper.
The popularity of college newspapers is also being driven by the explosive growth of the Internet, as more than 600 schools now publish online editions of their papers.
College students spend a lot of money for various products and services, including computers, mobile phones, and entertainment. That’s why major companies are advertising in college newspapers or are using online ads to reach these students, including Apple, Microsoft, Samsung, and Dell, and Walmart.
College students are also making first-time purchase decisions for major items, such as cars, consumer electronics, banking, and insurance. National advertisers such as Ford Motor Co., General Motors, and GEICO, as well as national and local banks, view this as an opportunity to introduce their products and services and build brand loyalty at an early age.
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27. 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
Answer: C
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28. Types of Newspaper Advertising
Local (mostly retail)
National or general
Display Ads
Small items arranged by topic
Rates based on size, duration
Classified Ads
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide shows the various types of newspaper advertising.
Use of this Slide
This slide can be used to show the various types of newspaper advertising and what they contain.
Display ads – found throughout the newspaper, can be local or national.
Classified ads – ads arranged under subheads according to the product, service, or offering advertised. Examples include Employment, Real Estate, and Automotive.
Special ads – legal notices, financial reports, public notices of changes in business and personal relationships.
Printed inserts – they are printed by the advertiser and taken to the newspaper to be inserted before delivery.
Legal notices - public reports
Notices by people and/or organizations
Political ads
Circulars, catalogs, brochures
Special Ads and Inserts
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29. 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
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide summarizes the advantages and disadvantages of newspapers as an advertising medium.
Use of this Slide
This slide can be used to discuss the advantages and disadvantages of newspapers.
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, & help with 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 selectivity… newspapers reach broad consumer groups; it is difficult to target specific types of customers
Clutter… on average, 64% of a paper is devoted to advertising
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30. Ways To Break Through the Clutter
Relation to Text
This slide relates to page 435 of the text and Exhibit
Summary Overview
This slide shows innovative shape-based ads.
Use of this Slide
This slide can be used to discuss the use of innovative, shape-based ads that use unconventional sizes and formats, such as:
Stairsteps
Bookends
U-shapes
Island ads
Spadea ads
Half-page spreads
Many newspapers also accept ads on the front page of the publication, as well as on the first page of various sections of the paper. These innovative formats make it easier to attract the attention of readers and increase recall of the advertising message.
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31. Newspaper Circulation Figures
Other Zone
City Zone
Retail Trading Zone
Relation to Text
This slide relates to page 435 of the text.
Summary Overview
This slide illustrates the zones from which newspaper circulation figure are drawn.
Use of this Slide
Use this slide to discuss the categories into which circulation figures are broken, and why this might be important to media buyers who want to penetrate a particular market or trade area.
Newspaper circulation figures fall into three categories:
City zone… a market area composed of the city where the paper is published and contiguous areas similar in character to the city
Retail trading zone… the market outside the city zone whose residents regularly trade with merchants within the city zone
“All other” category… covers all circulation not included in the city or retail trade zone.
Both local and national advertisers consider the circulation patterns across the various categories when evaluating and selecting newspapers.
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32. 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
Relation to Text
This slide relates to page 437 of the text.
Summary Overview
This slide shows that newspapers have different rate structures for general or national advertisers versus local or retail advertisers.
Use of this Slide
Use this slide to point out the different ad rate classifications and why newspapers feel justified in charging more for general ads.
General advertising rates… apply to advertisers outside the newspaper’s designated market area (DMA) and to any classification deemed by the publisher to be “general” in nature.
Retail or local advertising rates… apply to advertisers that conduct business or sell goods or services with the DMA.
The rates paid by general advertisers are about 75% higher than those paid by local advertisers. Newspapers argue that the rates are justified because:
They must pay a commission to the ad agencies and independent sales reps who solicit nonlocal advertising
The ads are not placed on a regular basis
Raising or lowering the rates has no effect on the volume of these types of ads
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33. The Newspaper National Network
Relation to Text
This slide relates to page 437 of the text and Exhibit
Summary Overview
This slide contains an ad by the Newspaper National Network, which encourages national advertisers to run their ads in newspapers.
Use of this Slide
Use this slide to point out that, regardless of how advertisers may complain about advertising rates, newspapers are still the best place to promote products and services.
The Newspaper National Network targets national advertisers in six low-use categories:
Automotive
Cosmetics and toiletries
Food
Household products
Liquor and beverages
Drugs and remedies
The network’s goal is to attract more advertising dollars from national advertisers in these categories by promoting the strategic use of newspapers and facilitating the purchase of newspaper space with the one order/one bill model.
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34. 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
Relation to Text
This slide relates to pages of the text.
Summary Overview
This slide illustrates standard advertising units (SAUs).
Use of this Slide
Use this slide to explain how newspapers measure and sell ad space.
Newspapers use columns of varying width. Some have six columns per page, while others have eight or nine. This results in a complicated production and buying process for national advertisers that purchase space in a number of newspapers.
To address this problem, the newspaper industry switched to standard advertising units (SAUs) in All newspapers under this system use 2-1/16-inch wide columns, and regardless of how many there are, ads are sold using a column-inch unit of measure. This allows national advertisers to prepare one ad and know it will fit in every newspaper.
Newspaper rates for local advertisers continue to be based on the column inch, which is 1 inch deep by 1 column wide. Column widths vary, depending on the page size of the newspaper and the number of columns into which it is divided.
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35. Rate Structures and Terminology
Combination Rates
Open Rates
Run-of-Paper [ROP]
Relation to Text
This slide relates to page 438 of the text.
Summary Overview
This slide identifies newspaper rate structure terminology and other rate factors.
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 varies, and is dependent on a variety of factors.
Flat rate… no discount for quantity or repeated space buys.
Open-rate… various discounts are available for such things as frequency or bulk purchases of space.
Run of paper… means the paper can place the ad on any page or in any position it desires.
Preferred position… the advertiser can ensure a specific section and/or position on a page by paying a higher rate.
Combination rates… advertisers get a discount for using several newspapers as a group.
Flat Rates
Preferred Position
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36. 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
Answer: C
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37. The Future of Newspapers
Competition from other media
Declining circulation
Problems and issues
Relation to Text This slide relates to pages of the text.
Summary Overview This slide shows the major problems and issues newspapers must address in order to remain a dominant local advertising medium and to gain more national advertising.
Use of this Slide Use this slide to discuss the problems and opportunities newspapers must face if they are to remain a dominant media.
Competition from other media: Many newspapers will have to gear up to compete as direct marketers as well as respond to online classified ad sites. They also have competition from local radio and TV stations, and from Yellow Pages publishers.
Declining circulation: Many newspapers are responding to this issue by emphasizing readership measures and developing online versions of their papers. They are also eliminating “ego circulation” and focusing on regional editions in their immediate trade area.
Cross-media opportunities: 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: Many newspapers are redesigning their layouts, introducing new sections, and revising old ones to appeal to important market segments, such as women and young adults.
Online delivery: the Internet and online services are eroding print newspaper readership. Newspapers are addressing this threat by making their papers available online.
Online delivery
Cross-media opportunities
Attracting and retaining readers
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38. Attracting and Retaining Readers
Relation to Text This slide relates to page 440 of the text and Exhibit
Summary Overview
This slide shows an ad that is part of a campaign encouraging young people to read newspapers.
Use of this Slide
Use this slide to illustrate one of the tactics newspapers are using to attract and retain young readers.
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