1. Chapter 13 Using Print Media
William F. Arens Michael F. Weigold Christian Arens
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Commercial
The Truth Commercial
GoForth Commercial

3. Chapter Overview
How print advertising enhances the advertiser’s media mix

4. Chapter Objectives Explain the pros and cons of magazine advertising
Discuss how to analyze magazine circulation
Discuss how rates are determined for print media
Explain the pros and cons of newspaper advertising
Describe how newspapers are categorized
Define major types of newspaper advertising

5. Q. 1. What are the roles of the Print Media Buyer?

6. Role of the Print Media Buyer
Requires a range of knowledge and abilities
Negotiates and contracts with media
Understands print media and technology
Creatively integrates print media into the mix
Knows how to buy media space

7. Newspapers in the Creative Mix
Top 10 U.S. magazine advertisers in 2007

9. Q. 2. What are the pros and cons of magazine advertising?

10. Pros Flexibility Color Authority and Believability Permanence Prestige
Audience selectivity
Cost efficiency
Selling power
Reader loyalty
Extensive pass-along readership
Merchandizing assistance

11. Cons Lack of immediacy Shallow geographic coverage
Inability to deliver mass audiences at a low price
Inability to deliver high frequency
Long lead time
Heavy advertising competition
High cost per thousand
Declining circulations

12. Q. 3. What are the ways of using magazines in the creative mix?

13. Magazine Possibilities
Bleed pages
Inserts
Covers
Junior unit
Custom magazines
Front (first) Inside front (second) Inside back (third) Outside back (fourth)
Island halves
Magazine-length advertisements
Gatefolds

14. Magazine Layout Possibilities

15. Magazine Categories By Content By Reach or Geography By Size Consumer
Farm
Business
By Reach or Geography
Local
Regional
National
By Size
Large
Flat
Standard
Small or pocket

16. Q. 4. What are the components of the magazine space buying process?

17. Buying Magazine Space Understanding Circulation
Guaranteed vs. Delivered
Primary & Secondary Readership
Merchandising Services
Understanding
Circulation
Vertical and Horizontal
Paid and Controlled Circulation
Subscription and Vendor Sales

18. Buying Magazine Space
Advertising Age is a good example of a vertical publication

19. Buying Magazine Space Cost per thousand: Factors Affecting Ad Rate
Page rate
= CPM
(Circulation ÷ 1,000)
Factors Affecting Ad Rate
Discounts for frequency or volume
Premiums for color, bleeds, covers, or special market editions
Print Media-Buying Software saves time; adds flexibility and control

20. Newspapers in the Creative Mix
Who uses newspapers?
Ad spending trend for newspapers
44% of adults read daily papers
Each section read by 2/3 of readers
46 million newspapers sold daily; 2.3 readers per paper
$21 billion spent on ads in 2011
13.6% spent on newspaper Web sites

21. Newspapers in the Creative Mix
Top 10 U.S. newspaper advertisers in 2006

22. Using Newspapers in the Creative Mix
Top 10 newspaper advertisers in the United States in 2005
Insert ex. 15-5, p. 495
Top 10 newspaper advertisers in the U.S.
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi

23. Newspapers in the Creative Mix

24. Q. 5. What are the pros and cons of Newspaper advertising?

25. Pros Mass medium Local medium Comprehensive in scope
Geographic selectivity
Timeliness
Creditability
Selective attention
Creative flexibility
An active medium
A permanent record
Reasonable cost

26. Cons Lack of selectivity Short life span
Low production quality clutter
Lack of control
Overlapping circulation

27. Q. 6. How are newspapers used in the creative mix?

28. Newspaper Categories By Frequency By Size By Audience Daily Weekly
Standard
Tabloid
SAU System
By Audience
Ethnic/Foreign Language
Business/ Financial
Groups/ Professions

29. Newspaper Categories Other Types of Newspapers Sunday newspapers
Syndicated supplements
Independent shopping guide
National newspapers

30. Q. 7. What are the types of newspaper advertising?

31. Types of Ads Display Classified Public Notices Preprinted Inserts
Regular display ads
Regular classifieds
Legalities
Catalogs
Gov’t reports
Brochures
Reading notices
Classified Displays
Private/org
notices
Coupons
Co-op programs
Financial reports
Mail-Back Devices

32. Types of Ads
Virgin Mobile’s 2011 Valentine’s Day display ad

33. Q. 8. What are the components of the newspaper space buying process?

34. Buying Newspaper Space
Local vs. National Rates
Flat and Discount Rates
Split Runs
Understanding Readership
and Circulation
Short Rate
ROP vs. Preferred Position
Combination Rates
Color

35. Buying Newspaper Space
Co-ops and Networks
Insertion Orders
Who pays and when
One ad, many dealers
Tearsheets
One order one bill
Verifies ad ran

36. Print: A Worldwide Medium

37. Print: A Worldwide Medium
Every country has newspapers and magazines
Wealthy, well-educated consumers read English
Political changes spurred new trade magazines
Satellite-to-cable broadcast options supplement print

38. Print Media & New Technologies
Web site adds value by following up with in-depth news